Ewan Haldane was travelling north on the A82 at Luss on his black Honda motorbike when it was involved in a collision with a Range Rover and a Vauxhall Mokka.
Mr Haldane, from Greenock, was pronounced dead at the scene of the crash, which happened about five miles north of Luss at about 11am on Sunday.
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Hide AdJim Canning, proprietor of Ewan Haldane Motorcycles, paid tribute to the founder of the business on the company’s Facebook page.
He said: “It is with deep sadness that we take this opportunity to inform you of the tragic death of Mr Ewen Haldane.
“Mr Haldane was a former TT racer and successful motorcycle dealer serving Inverclyde and beyond’s motorcycling community for many many years.
“Mr Haldane will be greatly missed and our thoughts and condolences are with his family at this time.”
Police have appealed for witnesses to the crash to contact them.
Sgt Archie McGuire said: “I would continue to urge anyone who witnessed this incident or saw a black Honda motorcycle travelling along the A82 to come forward.”