Ahead of its yearly gathering of MV Agusta enthusiasts (this year marking 60 years of the famous brand), the Italian company’s CEO Giovanni Castiglioni sat down with Moto.it to answer some questions about the state of the company, the upcoming MV Agusta Rivale, and the future MV Agutsa F4. While Castiglioni confirmed the name of the company’s upcoming street-bike-meets-enduro model, perhaps the most interesting insight was the company’s philosophy on the F4 design, and what the next model year could hold for one of the industry’s most iconic motorcycles.
Comparing MV Agusta’s design philosophy regarding the F4 to that of car-marker Porsche’s 911, Castiglioni hinted that the MV Agusta F4 will go largely unchanged for the 2013 model year, though the addition of a robust electronics package is expected, especially since the MV Agusta F3 already boasts the aid of traction control, and other rider aids. As the lines of the 911 have remained fairly constant, so too will the lines of the F4, says Castiglioni, who insists the bike will retain its under-tail exhaust layout in the long-run, as well as its overall aesthetic.
MV Agusta isn’t the only Italian motorcycle company to take a page out of the Porsche handbook, as Ducati has often compared its product line-up strategy to that of the German automaker’s. MV seems to be taking a different vein from Porsche though, as Castiglioni’s thought process seems to be centered around the F4 keeping its fairly timeless design, as has been done with the Porsche 911 sports car — an issue we have pointed to when chastising MV Agusta for its current very conservative approach to design.
This is a stark contrast to the intrepid steps Ducati has undertaken in expanding its superbike-centered brand, into a house of models that range the full motorcycling gamut. With the advent of the MV Agusta F3, it is unclear if MV Agusta is willing to make the same bold model choices that Ducati has done with the Hypermotard, Multistrada 1200, and Diavel. The designs of the F3 and Brutale 675 stay very true to their larger predecessors, and the new MV Agusta Rivale concept is expected to stay close to the Brutale design ethos, with perhaps only longer-travel suspension being added, as well as other parts that are better suited for an on-road/off-rod split-personality.
While we remain very cautious about MV Agusta’s long-term prospects, it is at least interesting to see how the Italian company is positioning itself for the future. An up-hill battle to be certain, we presume that even the most tepid of MV Agusta fans still cannot wait to see what Varese is going to bring to EICMA in this coming November.
Source: Moto.it
I hope Mv Agusta does well, because they make the best looking motorcyles in the world.
I think MV already have a very good, attractive and iconic design and they are right not wanting to mess with it. Nor do they have the resources to launch a dozen of completely new bikes. I think they should concentrate on getting the existing models out the door, in particular F3 and mini Brutale based on it (whatever the name of that one was supposed to be). Sort out the fuel map and get that sucker out the door in numbers! Once they generate some cash flow they can worry about new designs.
I think Andrew more less nailed it. They just don’t have the money to do anything “forward-leaping” at this time…unlike Porsche…that even tho they refuse to mess with the 911 “Philosophy” they still march forward getting into new niches and bringing new products (Panamera, Cayenne, etc)…and then there’s the whole financial back-up of the VW Group and…
A good model too would be to look at Triumph’s strategy…they have a piece of the pie in almost all sectors…it won’t be done from one day to another but it can be done…u have to diversify and xploit other niches…if are a motorcycle company and you wan’t to survive…selling only super expensive high end superbikes,supersports and sporty nakeds will only take u so far…i understand that MVs are not suposed to be for mass consupmtion…but drastic times call for drastic measures.
MV should concentrate on getting their shiznit togheter on it’s current crop ( is the F3 on show rooms already ? In the U.S.A ? ) and refine and refine their bread and butter current products and sell as many as possible to stay out of the red, try to tap new markets, try to reach more to the “abundant” Joe Rider and it’s HARD EARNED cash dollars…and not so much to “scarce” Ricky Rich poser boy and it’s “non-existent anymore easy credit” and try to make a PROFIT…Keyword: PROFIT.
I think a techno-loaded F4 won’t do any harm if done PROPERLY like Aprilia and its RSV4 Factory APRC.
After all, electronic aids seems to be the new HP Wars of 2010-2020.
They need to get their dealer network together. I live NYC, where the hell do I buy (and service) an MV Augusta?
Good Bimota? :(
@Jesze:
? Would u mind elaborate a bit more there ?
Are u implying that Bimota is doing rather good compared to MV or ?
I haven’t done any research about them…but i would venture myself and take an un-educated guess here and say that Bimota too must be in the “crapper” if not running towards it…u know, “oh shit moment”, lol…all these Boutique ITALIAN Brands are always “running around with their hair on fire” financially. Even Ducati that have been doing “good” lately they have a debt that VW inherited when they purchased Ducati.
Seems like all these “hyper brands” their specialty is BLEED MONEY…sooner or later…shit, even the big dogs are suffering from it.
What MV needs to do is to evolve their designs and I am not talking about their looks because I find the older models are better looking for the F4 especially. Brutale, F3 etc MV have gotten it right. But then it’s time to look at the mechanicals. Sure everyone has traction control these days. MV needs to get their fueling and the electronics sorted. Period. Every magazine slams the F4 the new ones especially for having shitty fueling.
That said I own an 07 F4 Senna 1000R. It still is the most visceral bike riding experience even over the new RRs. If they can keep that visceral raw feeling with lighter weight, sorted electronics and fueling, then job done MV.