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After Swedish motorcycle companies, Husqvarna and Husaberg were sold to foreign clients, the Highland group remained as the only motorcycle company that was Swedish-owned. Highland Motors presented a prototype at the Milan Motorcycle Show. A year later, their first motorcycles were ready for the market. The model was known as Outback, an enormous 950 cubic off-road bike. However, the start was marred by a conflict between the company and the piston manufacturer. The pistons were oversize. As a result, the first motorcycles experienced cutting during the first fifty miles.

The engine was built by Folan which the Highland Group bought in 1998. The engine is built after the Husaberg/ Vertemati engine idea. The power of the engine was between 70 and 100hp at 6000rpm. The engine weighed a whopping 45 kilograms.

By the end of 1999, the company was cash-strapped and it finally filed for bankruptcy in February of the year 2000. However, it was not just left to die out. In the autumn of the same year, the company was re-established in Skällinge and renamed Nya Sweden Highland Motors AB. A number of models were created and the firm moved its operations to modern grounds in Jönköping. A motorcycle company in China that hitherto manufactured mopeds and light bikes was roped in. Highland provided technology that was used to build bigger motorcycles; 350cc plus. The company was renamed Highland Group AB and the range of the product was augmented to include contemporary single-cylinder bikes.

A subsidiary of the Highland Group AB was set up in Oklahoma, USA and named US Highland. This venture became so successful that the subsidiary changed places with the Highland Group AB and became the parent group. The company was listed as US Highland Inc. on the bulletin board in the US.

Unfortunately, tragedy struck in 2010 in the form of an air crash in which the founder of the company, Mats Malberg and two company executives managers were in involved. The company was adversely affected by this tragedy which happened  in Mohawk park, Tulsa and killed Malberg and the executives on board. The aircraft had radioed in reporting that they were running out of fuel. They requested to be allowed to land at Tulsa International Airport which was close.

In July 2017, US Highlands Inc announced that it had changed to a holdings company and acquired restaurant chains and franchises under the brand CZNI-Cruzani, Inc.