Australia's only importer and distributor of Ural Motorcycles - described as the world's leading sidecar motorcycles since the 1940s - is in Uralla.
The name is a coincidence; the bikes were originally designed for Russia's Red Army, and manufactured in the Ural Mountains.
This Saturday, a score of motorcyclists from as far as Melbourne and Canberra will come to the town to test ride the machines.
The trials will take place at the showground's centre ring from 8am, starting with a bacon-and-egg breakfast.
Ural Australia's founder and former owner Jon Taylor will present the theory of sidecar riding, before participants go on 20-minute drives.
"It's an opportunity to test ride the bikes in a safe environment, because they're quite different to riding a solo bike," the company's general manager Clare Mailler said.
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The Uralla-based company sells two models: the CT, an around-town weekender for urban commuting and paved road touring; and the Ranger, an off-road adventurer for rough, rugged terrain.
Customers, Ms Mailler said, might want a unique bike; their partner might prefer riding sidecar to pillion; or they might want to take their dog on their expeditions.
Quite a few women or older people enjoy them for their stability. Riders don't have to put their foot down to stop the machine; the bike won't turn over on them; and they can run easily. One customer picked up her new bike last week last week, and is riding it home ... to Tasmania.
Rider and enthusiast Chris Barnden has only one leg, but finds the bikes are extremely steady. "I can't ride a two-wheeler, but I'm more than safe on a Ural," he said.
What first attracted him was the bikes' retro look. "I like riding on the back country roads, the dirt roads, seeing the real bush," he said. "It's a really relaxed way of riding. You do feel a little bit pushed sometimes on the highway. So get off the black stuff, and onto the back roads, and see the real part of Australia!"
Mr Taylor himself and a couple of friends rode theirs from Alaska south across Canada into the northern United States.
There is, Mr Barnden said, a worldwide phenomenon called UDF: Ural Delay Factor.
"You can never really get to where you're going, because so many people stand around asking questions! The older people will say that was the mode of transport they had back in the day, because it was the cheapest way. In England, especially, some of the configurations of hoods over sidecars are just like cars, because all the family, mum and four kids, and their groceries, all got in there, and off you went!"
The Russians produced 9000 of the machines in World War II, copying and reverse engineering a German BMW sidecar bike.
Initially, Ms Mailler explained, the factory was set up to manufacture for the military, but by the mid-1950s, Ural were making them for domestic use and exporting them.
The bikes have been modified and upgraded over the decades, and are fitted with more modern components - but they still have the same classic style, she said.
Mr Taylor started importing the motorbikes in 2008. He wanted to start a sidecar motorbike touring company of New England, and his research suggested that the Urals were the best. Today, the Uralla company has a dealer network in most of the capital cities.
"A lot of people don't realise that you have a national company in Uralla," Mr Barnden said. "It's a quiet success story."
The motorbikes also bring visitors to the town.
"A lot of people go out of their way to come to Uralla to see the Urals, and people who are keen on bikes," Ms Mailler said.
Last month, 28 Ural riders came for the company's annual adventure ride, from Uralla to Narrabri.
Visitors stay in Uralla's B&Bs overnight; one couple were so smitten they want to move to Uralla.
Ural Motorcycles Australia is at 119 Bridge Street, Uralla. For more information, call 6778 4673, or visit www.imz-ural.com.au.