MV Agusta's strategic 5-year growth plan banks on new premium and midsize bikes

by Autocar Pro News Desk , 02 Oct 2019


MV Agusta is racing to develop 350-500cc midsized motorcycles, which will enable wider customer reach in Europe, Asia and the USA.

Iconic Italian premium motorcycle manufacturer MV Agusta has just announced its 5-year business plan, having secured the funding to execute it. The capital to support the execution of the plan, as well as achieve the consolidation and growth of the company, is being provided by key MV Agusta shareholder, the Sardarov family.

The business plan targets a sales volume of over 25,000 motorcycles in the 5-year frame along with investments in both a new premium and medium capacity range, which will enable the company to extend the availability of MV Agusta products to more customers, thereby significantly increasing sales volumes. Between 2019-2021, the strategic growth plan also provides for a strong investment in the global distribution network, focused primarily on Europe, Asia and the USA.

All-new family of 350-500cc bikes jointly with China's Loncin
On July 25, Autocar Professional had revealed news of MV Agusta Motor and the Chinese industrial giant Loncin Motor Co entering into a long-term strategic partnership agreement that has, as a base, the development of an all-new family of MV Agusta products in the 350-500cc displacement.

The vehicles, completely designed by MV Agusta to occupy the premium segment of this high growth market, will be industrialised together with Loncin, which claims to be the market leader in the production of motorcycles in Asia.  MV Agusta and Loncin say that their partnership will not be limited to the development of the new family of products in the 350-500cc range. It also includes MV Agusta assisting Loncin into entering the premium segment market with their premium range of 800cc.

Brutale 1000 Serie Oro, Superveloce 800 Serie Oro sold out in days
MV Agusta is starting production of the new 'Hyper-naked' model, the Brutale 1000 Serie Oro, which was voted 'the most beautiful motorcycle' at the EICMA 2018 show as well as the Superveloce 800 Serie Oro. Only 300 units of both models will be produced, all of which have been sold-out online in just a few days. They will be delivered to customers over the next months.

300-units-only Brutale 1000 Serie Oro and Superveloce 800 Serie Oro sold out only days after MV Agusta launched a pre-order campaign via its social media platforms.

After becoming the new Chairman of the Board and CEO in December 2018, Timur Sardarov has put together a new top management structure and has brought Massimo Bordi and Paolo Bettin into MV Agusta team. Massimo Bordi, a renowned engineer and manager in the industry, has been appointed to the position of Executive Vice Chairman. Paolo Bettin, who has strong records in the financial restructuring of several industrial companies, is the new CFO of MV Agusta, while Giovanni Castiglioni will maintain an advisory role.

Timur Sardarov commented: "Over the next five years, MV Agusta's attention will be focused on developing the sales and service network, while investing in product development and maintaining its efforts in digitalization and technological innovation. We are committed to deliver the best products and continue to be a benchmark in motorcycle industry in quality, design and technology. Finally, MV Agusta has all the tools to do so.

He added, “Together with the management, we are working diligently to execute the business plan and achieve our objectives which will require an increase of personnel and dedication from all at every level of the company. This will also positively impact the local community in terms of employment and benefit the Varese-area related industries.”