Some roads end on the map, but keep going on the ground.

That is where Hendurot decided to start its new project, Trails of Serbia, an off-road journey through the trails, mountains and remote areas of Serbia, with three AJP PR7 motorcycles as the main protagonists.

 

 

Over several days, the team crossed Balkan landscapes where the route changes quickly: dirt tracks, rocky sections, forest trails, dust, mud, old bridges, open climbs and the kind of stops that are part of any trip made away from the main road.

The project is led by Lukáš Kolenička, founder of Hendurot and AJP importer in Slovakia, who has been doing consistent work in the communication and activation of the brand in his market.

The team also brings experience in off-road riding, rally, expeditions and audiovisual production. Juraj Ulrich brings a strong background in cross-country rally, with international participations in events such as Dakar Classic, Silk Way Rally, Abu Dhabi Desert Challenge and Baja Poland. Ľuboš Schwarzbacher supports the expedition, bringing experience in media, PR and international sports events. The visual side is handled by Tereza Holubová, in photography, and Ondrej Drozd, in cinematography.

 

 

For AJP, Trails of Serbia represents exactly the kind of context where the PR7 makes sense: away from the showroom, away from a clean and controlled route, with riders, support crew, decisions made on the ground and motorcycles being used as they should be.

Serbia is the first chapter. And from what we have already seen, it started well.

AJP thanks Hendurot, AJP Slovakia and Lukáš Kolenička for the initiative and for the way they continue to take the PR7 into new terrain.