Just hours after rumours started circulating, MV Agusta has announced a deal with a new distributor for the North American market.
Motovan is out in Canada (technically, they’ve been out since 2016), and Urban Moto Group is in. There’s a good reason you aren’t familiar with that name — it’s an Australian outfit, run by Joseph Elasmar. Urban Moto Group has been the Australian distributor for MV Agusta for a while now, and, with this deal, now takes on the North American (US and Canada) markets as well.
The press release (below) said lots about building brand recognition in North America. MV Agusta faces some challenges in coming months, but getting the word out about their bikes is definitely one of the steps needed to change that. Much of the rest of the struggle is in the hands of the Italian management and factory, and how they will handle the ongoing financial tangle. Keep an eye on CMG for ongoing coverage of that issue.
MV Agusta relaunches the North American Market
The Italian Manufacturer, key player in the super premium motorcycle segment, will be concentrating it’s efforts in increasing the presence and brand awareness in the United States and Canada.
MV AGUSTA Motor S.p.A. and Urban Moto Group Pty Ltd signed an agreement related to the development of the US market. The partnership aims to create a new brand strategy in the US, in order to reinforce and consolidate the brand in a Country which is part of MV Agusta future strategy.
MV AGUSTA USA LLC, the current vehicle for the sales of MV Agusta motorcycles in the US market, will now be led by Urban Motor Group, through a specific and dedicated business unit, and managed directly through its CEO, Joseph Elasmar who will run the USA team to develop and reinforce the MV Agusta brand position in USA.
Aligning itself with MV Agusta’s ambition, the new management team will also focus on building brand awareness and quality customer service by harnessing the wealth of experience, robust business model, passion in motorcycles and extrinsic perspective that has earnt Urban Moto Imports the reputation and accolade of being the key distributor for a number of motorcycle brands including MV Agusta.
The driving force behind Urban Moto Group has been the relentless ambition of Joseph Elasmar to bring to market products of distinction. From humble beginnings and as an astute student of International Business, Elasmar built the Group from experience of over 14 years in the motorcycle industry. The opportunity to represent MV Agusta in North America is a direct result of a strong and successful relationship with the MV Agusta factory and with Giovanni Castiglioni, CEO of MV Agusta. The two Groups are already partners since years in the Australian market, where Urban Moto successfully made it one of today’s first markets for MV Agusta’s exports.
“We are very excited to build a successful relationship with Urban Moto Group as a new partner also overseeing and developing the presence of MV Agusta in the USA market. Urban Moto has a remarkable track record in delivering a strong dealership network, backed with excellent customer service and dealer support. We are very confident that with Urban Moto we will enter in a new era for MV Agusta in the States, invigorating sales and passion for our motorcycles. Along with the binding agreements signed with Black Ocean Group for a capital increase in MV Agusta, the reorganisation of the US market is another milestone in MV Agusta restructuring plan; our sole focus is clearly consolidating our leadership in the production of high end motorcycles under the MV Agusta brand, and the North American Market will play an important role in our future” said Giovanni Castiglioni.
Joseph Elasmar commented: “Whilst other mainstream brands have taken the mass production approach, MV Agusta continues to do what others dream to do. Coupled with its rich racing heritage, names of famous riders and drivers, to its own bespoke R&D performance centre CRC (Castiglioni Research Centre), MV Agusta is without peer. 2017 looks set to be the most exciting year for MV Agusta with new model updates, yet to be released special editions and coveted new riders for the World Supersport Championship including title contender USA rider P.J. Jacobsen on the latest F3 675 RC motorcycle. Not forgetting, of course, the latest F4 RC which is tipped to excel further at the helm of former BSB Champion Leon Camier. There is just so much going on at the factory. The new technical updates that are coming to the road range in 2017 alone is quite amazing, with CRC mastering significant changes to chassis, engine and electronics componentry. CRC has also proven once again it is at the forefront in R&D with the recent release at EICMA of the most powerful 800 cc naked under Euro 4 constraints, the Brutale 800 RR. I’m really looking forward to build MV Agusta in the USA and in particular seeing customers experience the difference of hand built Italian masterpieces.
Media events, shows and customer experience days are being scheduled for 2017 with unveilings of new releases and limited special editions. This year MV Agusta USA will be inviting media to an upcoming conference in the first half and will welcome new introductions.
With an expected update to the dealer network in the coming months, the current MV Agusta USA head office in Pennsylvania will be joined by a second new office on the West Coast in California.”