1968 Montgomery Ward Riverside

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Riverside motorcycles were built by Benelli of Italy and sold by Montgomery Ward stores
Riverside motorcycles were built by Benelli of Italy and sold by Montgomery Ward stores

Before Costco and Walmart, Sears Roebuck & Co. and Montgomery Ward were America’s big-box stores, selling everything from dress shirts to diamonds and from tools to, well, cars and even motorcycles.

The Pick of the Day is a 1968 Montgomery Ward Riverside motorcycle. According to the video linked to the advertisement on ClassicCars.com, the bike has been ridden just 27 miles since new.

While labeled with Montgomery Ward’s Riverside brand, the motorcycle was built by Benelli, an Italian company that launched its business in 1911. The company was started at Benelli Garage by Teresa Benelli after she was widowed. Her goal was to keep her six sons employed after they finished their schooling.

Bicycle and motorcycle repair led to production. The company became well known as the youngest son, Torino, won a series of racing championships on Benelli motorcycles.599113_18784658_1968_Montgomery+Ward_Riverside

The Riverside cycles were powered by a 250cc single-cylinder engine with overhead valves.

The Riverside is being offered by a classic vehicle dealership in Effingham, Illinois, with an asking price of $4,995.

To view this listing on ClassicCars.com, see Pick of the Day.

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A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.