It is the site of a man who has done his own version of the Cushman, not only for himself, but for other fans. It shows that even with a modest bit of money, someone can keep alive a brand legacy, even if the name is changed.
Does Cushman have enough of a brand to sustain relaunching America’s Motobecane or Vespa? Not sure. That’s a question that needs to be researched. But one thing it does show us is that even if the market collapses for your product, and you have to discontinue it, you can keep the momentum and idea of the brand alive.
In the case of these scooters, a volunteer has done it on his own time; what would be the harm in the company continuing to test new ideas for Cushman scooters, or at least contracting with some of the collectors who keep old versions of the brand alive. These Cushman ambassadors would help to promote the whole Cushman name.
This is also a possibility for brands like GMC, Oldsmobile and Pontiac. If GM does not wish to sell these brands (and we wonder about that if it can sell Hummer and Saturn), GM should turn to the collectors and mechanics who love these brands and rebuild the brand through them. GM can sell them parts, and anything that advertises the viability of these three dead brands helps keep the whole idea of GM alive. This can be done with modest part-time staff, perhaps reporting to the company’s intellectual property department. It might seem strange to have there only be one employee of the Pontiac division of GM, but if that’s what it takes to keep the value in the franchise, then do it.