Four years after its debut, the Aprilia RS 660 remains virtually unchanged—and there are compelling business reasons why that’s both good and bad news for American motorcyclists.
While Aprilia’s flagship middleweight sits in suspended animation, the competition has been busy. Yamaha’s R7 continues gaining market share with its reliable CP2 engine, offering riders a dependable alternative. Suzuki recently entered the fray with the GSX-8R, bringing refined suspension tuning and competitive pricing to challenge the Italian contender. Even Honda’s CBR650R maintains relevance with regular updates and four-cylinder appeal.
Read: Why Riders Are Ditching Yamaha R7 for 2025 Aprilia’s RS 660
The RS 660 faces increasing pressure from these refreshed competitors, yet Aprilia seems content to let sleeping dogs lie. Riders increasingly question whether the Italian bike’s premium pricing justifies the lack of evolution when alternatives offer similar performance at lower costs.
All Hands on Deck for the Baby Brother
The most telling factor behind the RS 660’s stagnation is Aprilia’s strategic focus on the RS 457 platform. Motorcycle manufacturers operate with limited R&D budgets, and Aprilia has clearly prioritized their new small-displacement offering over updating their established middleweight.
“The RS660 won’t be getting a refresh most likely… They invested a ton into that bike’s R&D,” explains one industry observer. European manufacturers face particular resource constraints compared to their Japanese counterparts, who benefit from larger global sales volumes and established product development cycles.
The RS 457’s success in global markets, particularly in Asia and Europe, represents a more lucrative opportunity than refreshing an already successful premium product. This resource allocation strategy makes business sense but leaves buyers wondering when—or if—they’ll see meaningful improvements to the 660 platform.
The Platform is Already Near-Perfect
From an owner’s perspective, the RS 660 formula works exceptionally well. “The RS660 is literally the highest selling worldwide middleweight sport bike & for good reason—it’s a perfection of balance,” notes one enthusiast.
The bike’s combination of 100 hp twin-cylinder engine, advanced electronics derived from the RSV4, and comfortable ergonomics creates a sweet spot that’s difficult to improve upon. Major mechanical changes could potentially upset this carefully calibrated balance, making incremental updates the safer business choice. Long-term owners report strong reliability with minimal issues beyond regular maintenance, suggesting Aprilia got the formula right from the start.
For motorcyclists, this stagnation presents both opportunities and challenges. Used RS 660s maintain strong resale value precisely because newer models offer no significant advantages. However, the lack of updates means missing out on potential improvements in areas like connectivity, rider aids, or fuel efficiency that competitors continue to refine.
American riders also face practical concerns about dealer networks and parts availability compared to Japanese alternatives. While the RS 660 delivers superior performance and features, these real-world considerations often tip the scales toward more established brands.
