Our History

    Rivera Primo® started life under Mel Magnet's guidance as Rivera Engineering® in 1973 and then Mel added Primo® Belt Drives into its fold in 1977. After 35 years living life under two banners, we merged the two companies together under one name, Rivera Primo®. As we enter into our 42nd year of business in 2015, we continue on the course that Mel set for us those many years ago; Premium Products, First Class Customer Service, all topped off with a heaping helping of Honesty and Loyalty to our Customers!!

Going Forward

    Rivera-Primo's® worldwide reputation for outstanding customer service and 'cutting edge' products for American Made V-Twin motorcycles and our unequaled dedication to quality has resulted in a comprehensive lineup of the best, most reliable powertrain & lighting products made. Our thousands of repeat customers are a living testimonial to our quality and innovativeness.

Mel Magnet
Rivera Engineering Founder
July 28, 1926 - June 24, 2008

It's a great story. It all started back in 1970, when Mel had a TV store where he sold & repaired television sets. Not to common a thing now. Mel always had a great interest in Harleys and he came up with the idea of using a British carburetor found on some British cars, like Jags, & MG's, on the Harley v twin engine. This carb was known as the S.U. (abbreviation for Skinners Union), and after Mel applied his magic to the base carb, it worked better than anything available at the time. He would do the rework of the carb at his garage and then take the finished carb to the TV shop to sell. Mel's customers ranged from a little old lady looking for a TV set to a big, burly biker looking for a new carb to make his Harley go faster!


John Ventriglia

It's been a great 41 years with Rivera Primo. When I first met Mel, the thought of working in one place for that long never even occurred to me, actually I wasn't even looking for work at all! We did a lot of crazy things along the way and made a lot of great friends

Rivera Primo endured many changes over 41 years, some good, some bad. We started off as Rivera Engineering then added Primo Belt Drives, then combined the two to Rivera Primo. We moved numerous times as we continued to grow, eventually ending up in the current 40000 sq. ft. manufacturing facility in 2005. Then in June of 2008 I lost my friend and the founder of Rivera Engineering, Mel Magnet.

Through it all, I made sure that we kept the quality high and the name spotless by remaining true to Mel's precepts.

Now, 41 years later, I have decided to call it a day and gently fade into the setting sun. My retirement will not affect Rivera Primo's commitments to quality or customer service, the people that I've left to carry on the name are as committed as I was to that cause. I want to say thank you to all the customers and friends who made Rivera Primo grow while I was there. Keep the rubber side down and the wind in your face!

Ben Kudon
Executive Director

I travel a lot. If you go to any of the rally's or shows you have probably run into me at one time or another. I get a real sense of the market from listening to what the customer is looking for and thinks about other products and the industry in general.

I get asked a million questions at every show I go and this just passed Sturgis rally was no exception. Other then the usual questions, such as "Where are the cheapest drinks and the most girls?" and the always amusing "Are you guys having fun?" (Not that us vendors don't have fun, but having to stand at a booth for 9 hours a day and answer the same questions over and over... well, it could be more funner!); the question I like the best is "How does your product stand up against the other manufacturer's product"?

Now, a lot of vendors might immediately say that the other guys product sucks or is always defective or blah, blah, blah. I never talk bad about any other manufacturer, instead I launch into my features and benefits speech. Features like built in mid control capability and hidden oil filters on our belt drives, single spring operation on our Pro Clutches and the ability to hold gobs of horsepower without the wrist strain with our TPP Variable Clutch Assist, and benefits like superior quality control, super strong, long lasting materials, not to mention our superb tech and customer support and great warranties. In fact almost 40 years of the best customer service in the industry. And at the end of this great speech, I simply ask "How many do you want?" It's a sale!!


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Quality and Performance for Over 40 Years

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