On December 21, 1999, the Excelsior-Henderson Motorcycle Company, a revival of a once-storied American brand, filed for Chapter 11 bankruptcy after just two model years of production. Now, as RevZilla reports, a Denver-based investment firm believes the time is right for another attempt at an all-new Excelsior-Henderson, which would go head-to-head for market share against Harley-Davidson and the Polaris-owned Indian Motorcycle.

In 1928, the Excelsior Motor Manufacturing & Supply Company, which had acquired the Henderson Motorcycle Company in 1917, was the third-largest producer of motorcycles in the United States behind Indian and Harley-Davidson. Three years later, in September of 1931, company owner Ignaz Schwinn made the decision to halt motorcycle production, opting instead to focus on the company’s bicycle business while the Great Depression lingered on.

The motorcycle market remains as unpredictable as ever.