SOUTH GARAGE MOTOR CO ., founded in 2012, has distinguished itself over the years for countless design projects in the motorcycle sector, for having received authoritative awards and recognitions both nationally and internationally, for having carried out consultancy projects and collaborations with several of the major motorcycle manufacturers.

Today SOUTH GARAGE presents itself to the market as a “LIFESTYLE FORMAT” : a place where the brand expresses its values ​​and vision in various business declinations.
Research, quality, exclusivity, style, passion, and design are the common denominators that synergistically bind L'ATELIER , LA BOUTIQUE , and IL BISTROT to the largest TRIUMPH dealership in Europe, of which the brand holds exclusive rights for the city of Milan. The result is a 3,000-square- meter center, among the largest in the world in terms of size and "motorcycle & lifestyle" content, with the aim of ensuring a unique, satisfying, comprehensive, and immersive motorcycle purchase experience.

The aim is to overturn the traditional logic that has always dominated customer relationships in the automotive industry, shifting the focus to the "EXPERIENCE" of content, services, and entertainment. According to this logic, the motorcycle becomes a "status symbol" and not a simple means of transportation, a unique and exclusive object into which to infuse one's personality and aesthetic taste. An asset with a strong emotional content, both in terms of the purchasing experience and its use. An object with significant social value that connects people united by a culture of beauty and well-crafted products, a dedication to attention to detail, and a desire to enjoy unique, authentic, and exclusive experiences.