MV Agusta to Focus on Growing US Market

07/31/2014 @ 3:33 pm, by Jensen Beeler6 COMMENTS


MV Agusta has announced its plan to grow the Italian motorcycle manufacturer’s presence in the USA, which includes strengthening the US dealer network, “enhancing connections” with existing customers, and increasing marketing investments.

To help implement these goals, MV Agusta has turned to E.I.M. for interim and permanent executive management solutions. MV Agusta also announced its intention for similar plans in Brazil, Asia, and select European counties (read: Germany, France, and the UK).

“MV Agusta is the most exclusive motorcycle brand with a long history of racing, exceptional design, and great product distributed all over the globe. Over recent years, we have supported our growth through a strong product development pipeline launching exceptional technically advanced products across many segments”, said Giovanni Castiglioni, Chairman and President of MV Agusta Motor S.p.A.

“Now, with the right products available to meet consumer demand, we are investing our efforts in restarting and restructuring our on-the-ground operations in the USA and other selected markets.”

“We are pleased to announce that we are on track to appropriately strengthen our important markets. Recently, we have secured new leadership in the USA as well as UK and France” said Gabriele Galeani, Global Commercial Director. “We are pleased to announce that Helen Vasilevski will join us in the USA. She comes with experience at Ducati and BRP (Bombardier Recreational Products). We are finalizing plans in the other markets.”

The news should be met with enthusiasm by American MV Agusta fans, as the Italian brand has long-suffered from a mismanaged dealer network in the United States. Sparse dealership coverage and long turnaround times on parts, have soured MV Agusta’s reputation in the US, and abroad.

With MV Agusta’s best opportunities residing outside the borders of Italy, the company’s future growth is reliant on MV Agusta’s ability to make headway on other European, American, and Asian markets — especially now that MV Agusta has broadened its range of machines to include the machines like the F3, Rivale, and Turismo Veloce.

Source: MV Agusta

  • RL

    Step 1: Build bikes that people in America want to buy more than a Triumph or a Ducati.

  • Mitch

    I’d say step 1 is more like, ‘actually finish the bike and don’t let first year buyers be beta testers’

  • The Other Bob

    Step 1: They do. Been a fan of the F4 since it came out. Love the F3 800 too. Now, I’d love to replace my Ninja 1000 with the Turismo Veloce Lusso for commuting and touring.

    Yes, finish it and get it to market, but not out of haste.

    Get a strong dealer network and find great dealers and require factory training.

    Houston, Texas’ dealer is a T-Rex dealer and also sells used cars. Doesn’t inspire confidence that they’re up to the task of having parts to fix my bike and not raping me because they’re blindly throwing parts at it until it works again.

    I see this same issue with BMW’s S1000RR and Aprilia’s RSV4 APRC at the smaller dealers in Texas. Not trained to properly deal with the ever increasingly complex electronic systems.

    It should be a REQUIREMENT to have factory training if you’re going to sell the product. Otherwise you’re hurting the brand by hurting the customer.

  • Robert Chase

    An uphill battle for sure. I’m an MV owner and I love the F4. When shopping for a new bike I did not even stop in the MV showroom and bought a BMW S1000RR instead. Some good places for MV to start. Finish and track test your bikes. Deal with the quality issues both on the fit and finish and reliability standpoint. Ditch the Chinese wheels. Hint: A bike that you advertize as Art looses it’s appeal with “Made in China” stamped on the outside. Stop stretching the truth about the horsepower output. My 193 HP S1000RR will leave a 201hp F4RR in the dust. Put the round exhausts back on. Those square pipes on the F4 look awful.

  • AHA

    Waiting for two things: the Touring Veloce to actually appear on the British market and the purchase price to appear in my bank account. Here’s hoping.

    Interestingly the long standing & well respected independent Ducati workshop near me in SW London has just rebranded as an official MV dealer. Maybe MV might just get serious. (Hmmm. Do the kids really need food & education?)

  • Lewis Dawson

    What is E.I.M.? A company? A process? If cited as central to the strategy, the article should somehow indicate what it is, IMO.