Bikes

This is How MV Agusta Made Over €20 Million in Just a Few Days

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More sales news today, as we get word from MV Agusta that they have sold out their Brutale 1000 Serie Oro and Superveloce 800 Serie Oro motorcycles.

Both of the Serie Oro models were limited to a production run of just 300 units each, which is a pretty common way for the Italian brand to launch new models, and we can expect more obtainable “normal” versions of these two bikes to be ready for next year.

While the volume of 300 units isn’t a terribly large or surprising number, one should remember the substantial price tags that come attached to these machines. The MV Agusta Superveloce 800 Serie Oro goes for €28,000 MSRP, while the MV Agusta Brutale 1000 Serie Oro astounds with its €43,000 MSRP.

“We are delighted with the success of these two launches,” said MV Agusta CEO Timur Sardarov. “It proves that we are on the right path to continue in MV Agusta’s glorious tradition of constant innovation, breathtaking performance and superb design.”

“600 passionate riders from all over the world have shown their unfaltering appreciation for our iconic brand and our unique motorcycles. We shall do everything in our power to make them proud of owning an exclusive piece of true motorcycle art”.

For those doing the math, these six hundred motorcycles sold will bring in €21.3 million in revenue for the small Italian marque. That’s not a bad haul for a limited edition motorcycle run, and we can compare it to the €55 million (2,700 units) that Yamaha expects to gross by selling its new R1 in Europe.



What this shows us is that while developing regions will be the growth centers for the motorcycle industry, especially when it comes to moving motorcycles in volume, the established motorcycle markets still command significant financials because of the premiums available to wealthy buyers.

We often see A&R commenters ask why MV Agusta continues to produce special livery and limited run motorcycles, and today’s news illustrates the reason why: they sell. Even more so, they sell for a premium.

It is hard to guess the profit that MV Agusta makes from these Serie Oro machines, but an educated guess tells us that the cost of goods sold for a “normal” model and a “serie oro” model is not too different.

This makes the rest of that price tag pure cream for MV Agusta. And for the customer? Well they get something special too, because these bikes are simply gorgeous.

Source: MV Agusta

Jensen Beeler

Despite his best efforts, Jensen is called one of the most influential bloggers in the motorcycle industry, and sometimes consults for motorcycle companies, whether they've solicited his expertise or not.

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