MV Agusta

MV Agusta

MV Agusta has announced a new strategic partnership in China with QJ-Motor for the distribution of the brand's motorcycles in China. QJ Group (Zhejiang Qianjiang Motorcycle Group Co.) is one of the largest and most prominent two-wheeler manufacturers in China (think Benelli and Harley-Davidson among others), and itself part of the giant Geely Group (Lynk, Lotus, Volvo, Proton etc).
The agreement will initially concern the distribution of MV Agusta models through a network of flagship stores across the country - "providing the highest standards of service to Chinese customers". 

Timur Sardarov, CEO of MV Agusta, said: "This agreement with QJ for the second phase of our expansion into the Chinese market will help make MV Agusta the number one Italian premium motorcycle brand in China in the next five years."

After the successful launch phase in collaboration with Fekon Co., who was instrumental in the introduction of MV Agusta motorcycles in China, "QJ will now take over the seven existing mono-brand stores and expand the sales network with an additional 21 stores within twelve months and service centres with the objective of rapidly and significantly incrementing MV Agusta's presence and visibility on the Chinese market. QJ has an impressive track record and considerable experience in managing international prime brands".
Timur Sardarov, CEO MV Agusta Motor S.p.A., said: "I am thrilled about this agreement with QJ for the second phase of our expansion into the Chinese market. It is a very ambitious, long-term partnership that will make MV Agusta the number one Italian premium motorcycle brand in China in the next five years. QJ is one of the leading global players in terms of scale, market presence and quality standards, and I am confident that with such a solid partner we will reach, and possibly beat, all our commercial objectives very rapidly. We are also developing a further important collaboration on the industrial front, which we will announce shortly."
In other news, MV Agusta has appointed IMG (International Management Group) as its exclusive worldwide licensing representative. Through the new multi-year partnership, IMG will work with MV Agusta to build a licensing programme focused on brand extensions and lifestyle products that reflect the company's "commitment to performance, quality, innovation and consumer engagement" within local communities.

Memo to Thibaut Nogues, MV Agusta Freestyle Division, "Sir - that is no way to behave with a perfectly good Brutale 800 RR!"

"IMG is the best possible partner for what we have in store for our fans around the world," said Timur Sardarov. "This strategic partnership accelerates the execution of our five-year expansion plan. MV Agusta has tremendous brand equity; it's a truly beloved brand and an icon of design and technology in the motorcycling world."
Best known from the early 1960s when founder Mark McCormack took the world of professional golf to a new level through his representation of Jack Nicklaus, Arnold Palmer and Gary Player, and, subsequently many other sports (including professional tennis), this is far from being IMG's first involvement with the motorcycle and wider powersports and motorsports industries. These days IMG is owned by New York based Private Equity investors Silver Lake Partners, Kohlberg Kravis Roberts (KKR) and others.
Finally, with a series of "heart-stopping live shows at motorcycle exhibitions and fairs around Europe", Thibaut Nogues, the French stunt rider from the Côte d'Azur, is the "eclectic frontman" of the recently created MV Agusta Freestyle Division. With an impressive social media reach in over 55 countries worldwide, and hundreds of thousands of views for each new video within days and 1.5 million web contacts on a monthly basis, Thibaut Nogues and MV Agusta's Freestyle Division team will elevate the brand to the status of web influencer, appealing to a new audience of Millennials and Gen Z riders. 

"In 2019, the team participated in over twenty events, ranging from MotoGP and Superbike rounds to the opening of new showrooms, to Stunt & Drift competitions, to fairs and exhibitions. With Thibaut in the role of star performer, MV Agusta's Freestyle Division is led by Virginio Ferrari, a former rider with extensive experience in managing racing teams, seconded by Lorenzo Gandino, Emanuele Grassi and Marco Anfesi, all highly specialised engineers and mechanics with an impressive track record in the racing industry.
"For his shows, Thibaut Nogues rides the specially developed Freestyle Division Edition Brutale 800 RR and F3 800, sporting an elegant black, grey and red livery. The bikes' special components include a steel protective crash cage, nylon crash inserts, a unique 'non-slip' stand up wheelie seat, a RAW SC-Project titanium exhaust, machined wheels, a reinforced rear swingarm developed and constructed in CRC, a handcrafted oversize aluminium radiator, different final ratio and chain guards. Additional components include a dedicated ECU map, full Öhlins suspension as well as an STM clutch for drifting performance. The final touches include front fork triple-clamps with a different offset, a rear brake lever on the handlebar, additional rear brake calipers and a special rear brake pedal. Completing the modifications are the CNC-machined passenger pegs."