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To be honest, it was a bit of surprise when last week MV Agusta announced that it was going to keep its factory open in Varese.

Situated in the hard-hit Lombardy region of Italy, the move seemed counter-intuitive to what was happening to the region because of the coronavirus.

Now, we get word that MV Agusta is going to close its factory, after the Italian Prime Minister announced on Sunday night more restrictive measures for prevention and containment of the COVID-19 pandemic.

While much of the talk in the motorcycle industry right now is what factories are closing, and how to recover from the devastation the coronavirus is having on the world economy, one motorcycle brand is taking a different tack.

MV Agusta has announced today that it has decided to keep its factory open in Varese, despite the Lombardy region being one of the hardest hit by the coronavirus outbreak in Italy.

The Italian brand says it has come to this decision in agreement with its workers’ representatives, and that the factory will operate in full compliance with Italian restrictions and quarantines concerning the health epidemic.

It has been a curious thing to see the European press beginning to make hay of the news that MV Agusta has filed trademark renewals for the Elefant name.

Some publications have even gone on to suggest that the move could see the Varesini factory come to blows with its rival in Bologna: Ducati Motor Holdings.

These reports, while interesting to anyone who studies the flow of information in modern journalism, are a bit ridiculous in their reality…for several reasons.

The MV Agusta Rush 1000 was a surprise for us in several ways, at the EICMA show in Milan. For starters, the machine arrived the Monday night before the opening of the trade show, and after MV Agusta had already announced its 2020 models.

But then there is also the bike itself, which is styled to be extremely provocative. It is clear, when you are a small design-focused manufacturer that is used to selling limited edition motorcycles, you can find it easier to take risks.

Whether you love or hate the MV Agusta Rush 1000 (I happen to quite like the machine), you have to give the Varese brand its credit – they have no problem taking chances.

In an exclusive interview with Asphalt & Rubber, MV Agusta CEO Timur Sardarov has revealed that the Italian motorcycle marque will release a lineup of 350cc twin-cylinder motorcycles.

The bikes will continue MV Agusta’s position as a premium motorcycle brand, but offer more opportunities for riders, not only in the Western markets, but in countries where smaller displacement motorcycles prevail.

“MV Agusta is entering the biggest relevant market in the world, which is 350c to 500cc,” Timur Sardarov revealed to Asphalt & Rubber

If you were in Italy for the EICMA show, then you surely had a conversation with someone about seeing the MV Agusta Rush 1000.

This special version of the MV Agusta Brutale 1000 was polarizing with its radical looks, but we heard enough positive mentions to believe that the Italian brand will have no trouble selling out of this eye-catching streetfighter.

If you are one of the believers though, then you better ready with your wallet, because the MV Agusta Rush 1000 has been priced at €34,000 for the European market.

If you have never visited North Italy, especially along the Swiss and Austrian borders, then you haven’t really lived a complete life yet. One of the most picturesque places on Earth, and some damn fine riding, the Dolomites and the larger Alps ranges should be on every motorcyclist’s bucket lists.

Don’t take my word for it though, let the above video from MV Agusta do some of the talking, as CIV Supersport Champion Davide Stirpe flogs the MV Agusta Brutale 1000 Serie Oro around some of Italy’s most famous passes and locales.

A little surprise landed in Milan today, courtesy of the folks at MV Agusta. We thought that the Italian brand had already shown us everything for EICMA this year, but now we get to see the new MV Agusta Rush 1000.

Based off the MV Agusta Brutale 1000 RR that was released this past weekend, the MV Agusta Rush 1000 is the naked bike taken to the extreme.

The folks at MV say that the Rush 1000 is an homage to the drag racing scene, but to our eye, it looks like the design team was let loose to make a truly unique streetfighter.

I am going to be real honest with you right now. For a story touting a cheaper price point for three of MV Agusta’s most popular models, we were a little disappointed to see that the actual pricing information wasn’t included in the press package. Just saying, it seems kind of important.

That being said, if we take MV Agusta at its word, the Varesini brand just made it easier to put a Brutale 800, Dragster 800, or Turismo Veloce 800 in your garage, with the company’s new “Rosso” lineup of bike.

As the name implies, the big new feature for these models is their all-red paint jobs, though the keen eye will notice some other changes to help ease them into a lower price point.

Continuing the trend we saw with the MV Agusta Brutale 1000 RR for the 2020 model year, that Italian brand from Varese has a “regular” version of its popular Superveloce 800, for sale next year.

Now while the MV Agusta Superveloce 800 might be the “cheaper” alternative to the $35,000 Serie Oro model, don’t let the name fool you.

The talk of the town at EICMA, all the main elements are still here on the 2020 MV Agusta Superveloce 800 that made it such a drool-worthy creation last year.