Veloce Ltd. was the name of a type of motorcycle, as well as the firm that made them. The firm was run by the Goodman family. During the nineteenth century, John Gutegemann arrived in Birmingham from Germany, started a family and worked as a cycle manufacturer. John also traded under the name of Taylor for a while before changing the family name to Goodman. Along with partner William Henry Gue, they traded as Taylor Gue for a time.

As Taylor Gue, the firm made frames for Ormonde Motor Co., before taking that business over in 1904 and producing their first motorcycle, the Veloce, in 1905. The Veloce had a 2 horsepower engine and belt drive, but was not a success and was discontinued. By 1913 the company produced the first of their very successful motorcycles with two-stroke engines, known as the Velocette, as the model was lightweight. By 1924 the company developed a powerful four-stroke engine with overhead-cams. This classic design was the model K and would become the blueprint for future models. It had a 348cc engine with the camshaft driven by shaft and bevels, and a narrow crankcase. This arrangement would remain a design feature for the Velocette single.

In 1925, the company unsuccessfully entered the Junior TT, and following this developed a new engine, using a stroboscope. This meant they could study the engine operating at high speed, but in slow motion, enabling them to study problems and put them right. The following year, Alec Bennett entered the TT and won by over ten minutes.

His success led to an increased demand for Velocette motorcycles and so the firm moved to bigger premises in Hall Green, Birmingham. The firm's success continued, and in 1929 Freddie Hicks took their success record at the TT to three wins in four years.

During the 1930s and 1940s a number of machines were produced, including models for the French and the RAF, and by the late 1940s the firm returned to making both racing and road models. In 1956, the Endurance was produced for the American market. Velocette also announced the arrival of two sports models, the Viper and the Venom, which were fast and powerful high-performance machines. These were subsequently produced in many variations and with many different names. In 1961 the last of Veloce Ltd.'s true new models was produced, known as the Viceory scooter. The machine was huge and unwieldly and arrive as the market was dwindling, so was not a success. By the late 1960's the firm was in serious financial trouble, and in 1971 it went into liquidation.