MV Agusta Relaunches in USA and Canada

01/10/2017 @ 12:59 pm, by Jensen Beeler17 COMMENTS

It didn’t take long for the news to become officially official, but MV Agusta USA and MV Agusta Canada have come under new ownership, as the Italian brand attempts to relaunch itself in the North American market.

Heading the new efforts is Urban Moto Group, headed by Joseph Elasmar, who imports MV Agusta, Benelli, EBR, Royal Enfield, and other brands into Australia.

According to the their agreement, both MV Agusta and Urban Moto will co-develop the North America territories, with the aim of capitalizing on the region’s large market for big displacement motorcycles.

“We are very excited to build a successful relationship with Urban Moto Group as a new partner also overseeing and developing the presence of MV Agusta in the USA market,” said Giovanni Castiglioni. “MV Agusta CEO  Urban Moto has a remarkable track record in delivering a strong dealership network, backed with excellent customer service and dealer support.”

We are very confident that with Urban Moto we will enter in a new era for MV Agusta in the States, invigorating sales and passion for our motorcycles. Along with the binding agreements signed with Black Ocean Group for a capital increase in MV Agusta, the reorganisation of the US market is another milestone in MV Agusta restructuring plan; our sole focus is clearly consolidating our leadership in the production of high end motorcycles under the MV Agusta brand, and the North American Market will play an important role in our future.”

According to the company’s press release, MV Agusta USA will continue to operate out of Pennsylvania, but will be opening a second office on the West Coast, in California.

The release is light on details for the Canadian market, though it is expected that MV Agusta USA will handle Canadian operations, but with boots on the ground in Canada as well.

Source: MV Agusta

  • Superlight

    Hopefully this will ensure parts and service availability in the US/Canada. We owners wouldn’t mind a few more dealer points as well, but dealers have been reluctant to tale MV on with all the financial issues in the background.

  • n/a

    I wish I was an MV owner. They seem to hold their value, so I guess I’m stuck with my ‘big red’ and ‘big blue’.

  • Fidel Cash-Flow

    Do these cover photos remind anyone else of those corny special edition EBRs?

  • Alan FX

    Big things are coming….

  • Except these photoshops I made, whereas the EBR was very very real.


    More dealers?!? MV increased the number of USA dealers by 25% last year!

  • Bruce Steever

    125% of four is, like, five. /s


    I think the actual number was 9.

  • Daniel Croft


  • Superlight

    I’ve been around this motorcycle game for quite a few years now. When I started to buy Italian bikes there were more Moto Guzzi dealers than Ducati, plus Ducatis were “fussy” and unreliable (or so I was told). There was one (tiny) Duck dealer in my state (Michigan) and parts were hard to find. MV is in a similar position today. Let’s hope Giovanni gets some business focus and is able to keep the MV brand around.

  • paulus

    This could be the basis for the next exclusive BNG release… the super-leggera-nero-diablo-senna-Americano limited edition version (sarcasm)


    I would love to see the brand be successful. I had a F4 for a hot minute, best and worst decisions of my motorcycle life, buying it and selling it. I’ve got a riding buddy that passed off his high mileage Brutale in exchange for a new Rivale. He has to ride to another city two or three times a year to get it serviced, he racks up a lot of miles. All of that can be a huge hassle or a weekend get away depending on your point of view. I’ve been really drawn to the Turismo Veloce, it ticks all the boxes and considering the accoutrements (on the Lusso) the price tag doesn’t even seem out of line or unreasonable to me. Not that it’s a trifle. Anyway, it’s a bike I’d consider owning, that I have considered owning. The going to another city to have it serviced wouldn’t even that much of a put off. Not knowing if I’ll be able to get parts for it or unload it at some near future date is troubling though. Imagine buying a Buell the week before HD pulled the plug.

  • Superlight

    IMHO, what MV needs right now is “focus” – stop adding models, start adding dealer points and improving parts supply.

  • imprezive

    Amen, I actually wanted to buy a Turismo Veloce too. I even have a local MV dealer. A trip through the forums and talking to a friend who bought a bike from them was enough to turn me away.

  • jake woods

    I love the look of MV’s, but realisticly there is no reason to pick it over a comparable Ducati or Aprillia ( for my uses).

    I am in one of the top 5 biggest cities in North America and we had two MV dealers; one out in the boonies and the other a store that only sells gear that had a MV sit in a corner for 2 years.

    Looking at the list of companies UMG works with ( Benelli, EBR, Royal Enfield) my expectations are beyound low for anything positive to happen as those brands have almost zero pressance in my market.

  • It’s a great bike. The issue is the baggage that comes with it. The 800cc triple isn’t exactly bulletproof, electric gremlins on top of that too. The future *looks* good for MV USA, but the proof will be in the pudding.

    MV needs to make sure it’s customer support, service, and experience is on par or better than the rest of the European brands. Once they do that, they can start rebuilding their dealer network. Not too many dealers are going to take them on right now, certainly not the good ones.

  • Louis Valdivia

    i got an MV dealership in my backyard compared to a lot of people apparently. i live in tustin, CA and the Dealership is in Newport Beach