MV Agusta has plans for big growth

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The Rosso line is roughly equivalent to Ducati's "Dark" line, but with red paint instead of black paint. This is the Dragster 800 version.

MV Agusta president Timur Sardarov is a man with a plan—a plan to significantly grow his company’s motorcycle sales within the next five years.

For the past half-decade, MV Agusta has seen massive challenges. Problems with finances, a jumbled dealer network, internal re-structuring and shrinking sales have all combined to bring the company close to irrelevancy. Sardarov wants to change all that, and grow sales to 25,000 bikes a year.

Right now, MV Agusta is selling 3,000-3,500 motorcycles a year, says Sardarov. Although it’s still known for building beautiful exotic motorcycles, it’s also flogging the same basic platforms (F3 triple and F4 four-cylinder) that it’s run for almost a decade. You can buy a highly-tuned version of most MV Agusta motorcycles, with lots of carbon fibre, trick running gear and gorgeous bodywork, but its machines are not seeing the technological advancements of the competition. And, they’re really only available in two flavours: expensive sportbike, or expensive naked bike. And, the dealer network is now so small that it’s difficult to even find one in some countries.

Sardarov plans to change all that, starting with plans for a new 350 cc line of motorcycles, built in conjunction with Chinese manufacturer Loncin. And, it plans to bring electric motorcycles to market under the Cagiva marque in the next 12 months. But perhaps its biggest move is an ambitious plan to develop a new 950 platform. These bikes will be built in Italy, not China, and should be a broader line than current MV Agusta offerings, including adventure bikes.

Another key part of the sales growth plans is a focus on Internet sales. Or at least, that’s the plan. We’ll probably see much of the company’s future determined over 2020, as that’s a lot of tricky change to achieve in the next few months.

12 COMMENTS

  1. Thousands of people saw how they treated a moto blogger on YouTube when his beloved MV started acting up. It’s hard to undo that kind of negative publicity.

  2. I rode a 2015 Stradale 800 triple for a few seasons. It was a beautiful piece of design though it ran super hot (never to the point of actually overheating) and the electrical system was a bit of a weak point. I traded it in because the dealer in Ottawa wasn’t supporting the brand any longer and I didn’t want to get stuck with an exotic piece of moving sculpture. Hard to believe MV will really be able to advance their ambitions without a strong North American presence. Selling online is all well and good, but you need to have the warranty/service infrastructure in place to support it before customers will consider buying. It’s not like you can return a bike in the mail if you’re unhappy with it!

    • “Selling online is all well and good, but you need to have the warranty/service infrastructure in place to support it before customers will consider buying. It’s not like you can return a bike in the mail if you’re unhappy with it!”

      Ask Joe Berk and CSC (California Scooter Company) – its been there business model for several years now. https://www.cscmotorcycles.com/

  3. Does MV have any retail precense in Canada anymore? I rode an F3 at a demo a few years ago…lovely bike, but no dealer network to speak of.

  4. I love their aesthetic and sound…but ’boutique’ brands are almost always going to remain ’boutique’.
    And that’s OK in this case as it keeps the aura and exclusivity of this iconic Italian brand alive.

  5. The only new Italian bike you can buy in Calgary is a Ducati. I do not see that changing, mind you Canada is a small market. Having said that the new Moto Guzzi V85 has amazing reviews and would be an almost perfect Canadian bike. But!!! No dealer = no purchase by me. Cam

    • I know in Edmonton, Alberta Cycle deals Motto Guzzi now. Used to be Echo cycle before they dropped out of selling new bikes. I also thought I saw that Cycle Werks in Calgary has taken over from Blackfoot to deal Motto Guzzi

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