Curtiss Motorcycles, formerly known as Confederate Motorcycles before the company switched directions and went all-electric, has a new video out. In it, a gruff, weathered voice is speaking. His message is one that’s been told time and time again, and is the driving force behind sports teams and start-ups alike: If you’re going to do something, give it everything you’ve got. Otherwise don’t try at all. He warns of the dangers you might face, the relationships you might strain, and even the personal toll it will take. In the end, however, the message is clear – Do it.

Throughout the video are glimpses of Curtiss’s first electric motorcycle, the Zeus (towards the end of the video, we see the words Hot Rod Gods – a clue as to future model nomenclature) flashing around. Ostensibly, the Zeus embodies the message the haggard voice is speaking of. Taken at a greater context it can be applied to any great endeavor man has attempted, an attitude Curtiss Motorcycles will need as it absorbs the public’s perceptions towards its models. Will it be enough for Curtiss Motorcycles to sell however many Zeus motorcycles it needs to get in the black? Doubtful. But the video quality is no less impressive. Let’s hope the motorcycles are the equally so.

Check out the video below:

Curtiss Motorcycles — Do It from Curtiss Motorcycle Company on Vimeo.