It was a time of diminishing fortunes for the British motorcycle market. The revered Vincent brand had ceased production in the mid 1950s. As motorcycling rolled into the 1960s and the Japanese companies revealed a brave new reality, AJS, Ariel, BSA, Greeves, Matchless, Norton, Triumph, Velocette and others had either gone under or were feeling the water rise. They were simply unable to match the pace of technological innovation demonstrated by the Japanese at any price and certainly not at the prices Japanese bikes were selling for. By the mid 1960s, Royal Enfield was only making Interceptors, but its financial woes persisted. The British company eventually gave it up in 1970.