Tag

MV Agusta

Browsing

If MV Agusta’s current marketing strategy hasn’t turned you off to the brand, and you have the coin, the Italians have two pricey motorcycles that they would like you to put in your garage.

First up is the gorgeous MV Agusta Brutale 1000 Serie Oro, which sees the superbike engine found in the MV Agusta F4 shoehorned into a naked chassis, complete with winglets. With 205hp on tap, the MV Agusta Brutale 1000 Serie Oro is claiming a 187 mph top speed.

If you like that sort of thing, then you better break the piggy bank, because the limited edition MV Agusta Brutale 1000 Serie Oro is priced at $45,998 of the US market (€42,990 for the European market).

Episode 16 of the Brap Talk podcast is now out for your two-wheeled audio pleasure, and this is another two-hour show to sooth your two-wheeled aches.

We start the show off when Shahin’s trip out into the Washington BDR trails, on his Ducati Multistrada 1200 Enduro. The Shah also got a chance to throw a leg over a Walt Siegl Ducati adventure bike, which made him giddy with delight.

Meanwhile, Jensen was busy at the Barber Motorsports Park, riding the 2020 BMW S1000RR superbike. Giving his thoughts on that new machine, and the general state of the liter-bike category, you won’t want to miss his review. Additionally, the “Yensen” score for bikes is progressing nicely, which leads to a fun conversation.

It started with a social media post from the Italian motorcycle maker, with a naked female model posed provocatively on the new MV Agusta Superveloce 800

The photo was a classic playing of an old motorcycle industry trope, where a sexy girl is draped over a motorcycle, like lavish window dressing at a fancy department store, hoping to get your attention…and then later your hard-earned money.

In that regard, MV Agusta’s ad campaign is nothing new for the motorcycle industry. Move along folks, nothing to see here.

This is business as usual in the two-wheeled world, and while even though the video campaign that came after the social media blitz was even more bizarre (and pornographic) in its story (or lack there of), we doubt few in Varese saw issue with the choice of messaging. 

Sexy bike + sexy girl + quick edits = bikes sell. That is the basic formula that the monkeys in the motorcycle marketing departments have been using for the past 50 years. So why change it now?

We knew already that the MV Agusta Superveloce 800 will move from concept status to production model for next year, but now we know more from Italy.

The news is namely that the attractive retro-modern sport bike will debut as a “Serie Oro” model, a common nomenclature that MV Agusta uses for early premium edition motorcycles that often come in limited quantity.

As such, we know that only 300 units will be made of the MV Agusta Superveloce 800 Serie Oro, making this the latest limited edition model from the iconic brand.

What happens when your racing department decides to offer their own track bike on the market? If your racing department is MV Agusta Reparto Corse, then the result is what you see here, the MV Agusta F3XX.

An 800cc cousin to the machine that secured a podium finish in the most recent World Supersport round, the MV Agusta F3XX sees its Imola debut as good timing then.

Then when you consider the 160hp on tap, and 320 lbs sans fuel (343 lbs all fueled up), the spec sheet for the F3XX is certainly impressive.

The message from MV Agsuta was short and sweet on social media, “We feed your desire. The MV Agusta Superveloce. Coming 2020.” Three terse sentences, and with that we have confirmation that the MV Agusta Superveloce 800 will be a 2020 model year bike for the Italian brand.

It makes sense, though, as the Superveloce got a huge response on its debut last year at EICMA – almost eclipsing the company’s new production model, the MV Agusta Brutale 1000 Serie Oro, which we have heard very little about since the Italian trade show, and still doesn’t show up on the brand’s website.

Back to the Superveloce 800 though, the machine is a neo-retro take on the MV Agusta F3 800 sport bike, which it shares a platform with. This makes the MV Agusta Superveloce 800 mostly a styling exercise…but it is quite the design, if we do say so.

It is not uncommon for manufacturer to merely update a motorcycle’s graphics package for a new model year, even if no other mechanical changes are coming. It helps keep the bike fresh in the consumers’ eyes, and perhaps it is just enough to lure some would-be buyers into a purchase.

This started the marketing phrase “bold new graphics” to be uttered when such visual refreshes occurred, but in the past decade or so, the phrase has taken on more of an ironic meaning to show that no new changes are coming for a particular motorcycle model, leaving only the color change to be touted.

In the case of the MV Agusta F3, however, the phrase “bold new graphics” is quite literal, as the graphics are indeed bold in color and application, and they are a bit of a departure from what we would expect from the Italian brand.

In our round-ups of the EICMA show of Milan, I am not sure if we have saved the best for last, but we certainly have saved the most important for last. There has been no shortage of news from MV Agusta this month already, and the Italian brand ran a skillful guerrilla campaign in Milan this year - a show that takes place in the company's own backyard.

In this month alone, MV Agusta has announced a €40 million investment, a new CEO, a new four-cylinder platform, and a bevy of special edition models. Recently too, the iconic motorcycle brand has entered into the Moto2 World Championship, withdrawn from the World Superbike paddock, and positioned itself as the ultra-premium offering in the two-wheeled space.

So, what does this all mean? Well...we certainly have a lot to talk about.

To continue reading this story, you need to have an A&R Pro subscriber account. If you have an A&R Pro account, you can login here.

After seeing the gorgeous MV Agusta Brutale 1000 Serie Oro, we thought we were done with the Varesini brand, but MV Agusta continues to surprise us at EICMA, showing off a new concept model it calls the Superveloce 800.

Giving a glimpse of a model yet to come in the second-half of 2019, the MV Agusta Superveloce 800 takes the F3 800 supersport, and builds a truly unique motorcycle from it that pays homage to the Italian brand’s racing history.

MV Agusta starts the Superveloce 800 concept by taking an F3 800 chassis and engine, and then wraps it in a set of carbon fiber bodywork that takes its cues from the 1970s.

While the MV Agusta Brutale 1000 Serie Oro is grabbing all the headlines, the Italian brand has released another Brutale model for our two-wheeled consumption, this one another special edition machine: the MV Agusta Brutale 800 RR America.

The concept should be pretty simple to understand. Like the Brutale 800 America that debuted last year, MV Agusta has again brought out the red, white, and blue livery – this time applying it to the Dragster 800 RR motorcycle.

Taking its name from the 1973 MV Agusta S America 750, this new motorcycle thus blends a bit of history with its modern electronics, components, and styling. As such, the MV Agusta Brutale 800 RR America makes a fetching homage by the Varesini brand, 45 years after the original debuted.

It’s here. The next generation of four-cylinder sport bike from MV Agusta just broke cover at this year’s EICMA show in Milan. As such, say hello to the 2019 MV Agusta Brutale 1000 Serie Oro. This is likely as close as you will ever get to one, as only 300 will be built.

An evolution of Massimo Tamburini’s original Brutale design, the MV Agusta Brutale 1000 Serie Oro does not disappoint, especially with its 205hp (152 kW) peak power figure – the highest performance figure of any production streetfighter.

With the special race kit installed, power on the MV Agusta Brutale 1000 Serie Oro increases to 209hp (156 kW), with the 4-1-4 titanium exhaust from SC Project highlighting the change in peak horsepower.