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MV Agusta Relaunches in the USA with New Plan & New CEO

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MV Agusta announced today that it is relaunching its brand in the United States, and leading that charge will be the new CEO of MV Agusta USA, Christian Henderson.

Henderson’s marching orders are to expand the brand’s range of services in the United States, to enhance the customer experience, and to strengthen the dealer support network.

In their press release, MV Agusta goes on to state that the Italian brand aims to establish itself as the premier motorcycle
brand in all aspects of the business – a tall order, considering where MV Agusta sits now in the North American markets.

“Reinforcing our presence in such an important market as the Americas is a key part of our strategic plan,” said MV Agusta CEO Timur Timur Sardarov. “I am glad Christian is leading our US operation, as he brings a wealth of experience and forward-thinking, one-step-ahead leadership to the team, on top of his passion for motorcycles. I am confident Christian will succeed on his new path and I wish him every luck.”


Christian Henderson has been in the motorcycle industry for over three decades, starting out as a mechanic and eventually running  a multi-line dealership in Florida. For the past eight years, Henderson has been on the OEM side of things, working with Triumph.

He was the regional sales manager for Triumph in Florida, and for the past four years has been the sales manager in charge of the southern-half of the United States, for the British brand.

“It is with great pleasure that I join the MV Agusta team,” said Christian Henderson, in the company’s press release. “I will bring to bear my years of experience in the industry, both from the dealer and the OEM perspectives.”

“In order to further propel this iconic brand to new heights in the Americas, my focus will be on increasing brand awareness and strengthening the overall premium experience for both MV Agusta customers and our dealer network. My goal is for MV Agusta to become the premier brand in each of our dealerships while remaining premium and aspirational.”

Source: MV Agusta

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