MV AGUSTA SET FOR A GREAT 2024
Transformative Growth and Innovation Under New Leadership
Varese, July 26, 2024 - MV Agusta is pleased to share an update on a remarkable first half of 2024. Under the new leadership of PIERER Mobility AG, the company is undergoing significant transformations, with several key developments across various aspects of our operations. From the successful launch of the Enduro Veloce, to the expansion of our dealer network, and the introduction of innovative initiatives like MV Accademia, MV Agusta continues to strengthen its position as a point of reference within the motorcycle industry.
PIERER Mobility AG Takeover and New Board
PIERER Mobility AG acquired a majority stake in MV Agusta, taking over the management of the company and bringing a number of positive changes. In the medium term, an annual production volume of more than 10.000 MV Agusta premium motorcycles is expected at the site in Varese. The new board, led by Hubert Trunkenpolz, is set to drive MV Agusta’s transformation, paving the way for growth and innovation.
New Products
The launch of the Enduro Veloce, in April, marked a turning point in the history of MV Agusta. International media partners had the opportunity of testing it in Sardinia, with overwhelmingly positive feedback. Distinctive in its cutting-edge technology, superior performance, and sleek design, the Enduro Veloce has set new standards in the Adventure segment.
The first half of 2024 has also seen the launch of the Superveloce 1000 Serie Oro, which was presented to MV Agusta’s top customers through dedicated previews. The new model represents the achievement of a precise objective for MV Agusta: creating an object that embodies the desires of every motorcyclist. The combination of style research, attention to pure aesthetic pleasure, technological innovation, and breathtaking performance has allowed MV Agusta to achieve the ambitious goals set at the beginning of the project. Today, the market sees a motorcycle that undoubtedly represents a dream come true, literally embodying the shape of desire. Limited to 500 pieces, the first units will be arriving to market in the next few weeks.
Deliveries of two other exclusive models have started in the first 6 months of the year: the LXP Orioli and the Brutale 1000 RR Assen.
These two limited editions both embody the MV Agusta identity through craftsmanship, superior attention to details and breathtaking performance.
Dealer Network
Extensive efforts have been made to enhance the MV Agusta official dealer network: we are perfectly on track to reach the target of 230 dealers by the end of 2024. This number includes 30 service points, where customers can have their MV Agusta motorcycles taken care of by factory-trained technicians.
Among the most significant new dealership openings in the first half of 2024 are our flagship stores that embody the brand's identity: Los Angeles in North America, Plymouth in the UK, and Valencia in Spain. These stores not only offer our full range of products but also provide an immersive MV Agusta experience.
Italy, MV Agusta’s homeland, has seen the opening of new dealerships in previously underserved areas such as Florence, Bari, and Cesena, ensuring that more customers have access to our products and services. New stores are on their way in the second half of the year.
Appointing new dealers represents only an initial step to ensure an optimal level of customer care, product accessibility and brand representation. Another fundamental task is ensuring the right amount of training, and with this objective in mind, MV Agusta deployed the MV Accademia back in April. This initiative consisted in an extensive dealer training programme that took place right after the Enduro Veloce International Press launch, to which the worldwide dealer network was also invited. They had the opportunity to experience the new model as well as to take part in a training event focusing on product knowledge, customer service excellence, and technical skills. The MV Accademia represents a groundbreaking initiative and an absolute first in the company’s history. By equipping dealers with the highest level of training, MV Agusta ensures that customers receive unparalleled service and support, reflecting the brand’s commitment to quality and performance. Training modules are also constantly deployed to ensure that MV technicians are always up to speed with the latest technology equipping each MV Agusta model.
Crucial to customer satisfaction is the dealers' ability to service and maintain MV Agustas effectively. One of the biggest challenges in 2023 was represented by parts availability, which was far from optimal due to the warehouse transfer to Austria while system integration was taking place. Those challenges have now been overcome and parts are now available to dealers within a few days from the order being placed.
Thanks to the successful resolution of such a challenge, MV Agusta launched the “We Care” campaign in March. This campaign invited all MV Agusta owners of post-2018 models to take a complimentary bike check and to take advantage of a 20% discount on service parts. The aim was to reconnect customers with the dealer network worldwide and to let them experience the company’s commitment to placing its customers at the forefront of their operations, aligning perfectly with the customer-centric approach which is one of the core values of MV Agusta’s revitalised vision.
The brand is positioned within the luxury segment of the motorcycle industry. However, under PIERER Mobility AG's leadership, this luxury has become more accessible globally through numerous initiatives, including advantageous payment terms, trade-in programs, and more.
Motorcycle Art
MV Agusta produces Art on two wheels and this strong brand identity is being corroborated by several initiatives.
Following its highly acclaimed debut at Art Basel Miami last December, the MV Agusta Superveloce Arsham has continued to captivate audiences at the prestigious Biennale Venezia. This iconic motorcycle, born from the collaboration between MV Agusta and renowned artist Daniel Arsham, highlights the dedication to blending art and engineering, creating motorcycles that are not only high-performance machines but also works of art.
The Superveloce Arsham is still on display at Chiesa di Santa Caterina in Venice at the Arsham 2024 exhibition.
The Superveloce Arsham was also on display at the FuoriConcorso event, in the stunning scenery of Lake Como. FuoriConcorso, a revolutionary event series and community, brings together likeminded car enthusiasts at some of the world's most iconic and luxurious destinations. MV Agusta, the sole motorcycle partner of the event, displayed the Superveloce Arsham alongside the Superveloce 98 and the Enduro Veloce.
Also, MV Agusta’s Dragster model featured in the movie "Argylle". This high-profile placement, a testament to the iconic status and timeless appeal of our bikes, symbolized the synergy between high-octane cinema and precision engineering. MV Agusta’s presence in this cinematic masterpiece was celebrated by a one-off Dragster RR featuring the signature yellow Argylle pattern.
The similarities between MV Agusta and high-end watchmakers was underlined by the announcement of the exclusive partnership with the first edition of the Milano Watch Week, set to take place October 4-6, 2024. This prestigious exhibition will celebrate the art of watchmaking, merging it with the finest Italian excellence — and making it an event that celebrates “la dolce vita”. MV Agusta takes constant inspiration from the watch industry with which it shares craftsmanship and attention to details, as well as the focus on always creating iconic objects destined to become collectors’ musts. In addition, the presence of incredibly curated and precious dedicated kits supplied with every MV Agusta limited edition, reminds of the “box and paper” logic, typical of the watch industry.
For MV Agusta lovers
MV Agusta is proud to announce the release of the new MV Agusta book: “MV Agusta Motorcycle Art, The New Era”, which tells the rich history and legacy of our brand. This beautifully crafted volume is a must-have for any motorcycle enthusiast and a tribute to the passion and dedication that drive MV Agusta.
MV Agusta fans can also enjoy the latest apparel collections featuring stylish and functional designs that reflect the spirit of MV Agusta. From riding gear to casual wear, each and every one of these collections offers its own stylish tribute to MV Agusta’s Italian heritage and determination in offering exceptional quality and impeccable craftsmanship, in the purest Motorcycle Art spirit.
Luca Martin, CEO of MV Agusta, commented, "I am extremely proud of what has been done during the first half of 2024, which has been a transformative period for MV Agusta, which is still ongoing. With the support of PIERER Mobility AG and our dedicated team, we are geared up for unprecedented growth and success. We are committed to delivering exceptional products and experiences to our customers."