MV Agusta gearing up
It's been a year since the announcement of the strategic partnership and 25% stake between MV Agusta and KTM parent company PIERER Mobility AG., and with majority ownership now on the horizon (slated spring 2026 after Pierer exercised its call option), MV is already seeing the benefits of its bright new 'orange' future.
By tapping in on synergies, processes and strengths, MV has immediately achieved incredible results. In the past 12 months, it launched five very well received new models, the LXP Orioli, the world's first luxury all-terrain motorcycle, the iconic Superveloce 98, the wicked Brutale 1000 RR Assen, the limited edition Dragster RR SCS America, and the super exclusive six-units-only Superveloce Arsham, a true work of art.
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| Timur Sardarov |
Probably the most significant leap forward at its Schiranna factory (near Varese in norther Italy) has been installation of an all-new production line through which MV Agusta is now able to produce up to one thousand bikes per month overall.
'100 bikes per day'
Assembly of its fully 'Made-in-Italy' models is still by hand, but now backed up by a fully automated line management system for the handling, moving and precise positioning of the units through the 28 workstations - with the emphasis on ergonomics and safety. This has been the first major investment for MV Agusta in several years, and while initial production will be around 1,000 units per month, the new line has a total capacity of 100 bikes per day, and plans are to gradually increase output to match demand.
Additionally, MV is now offering buyers a four-year factory warranty for all model year 2023 bikes and a lifetime 24/7 roadside assistance, activated upon the purchase of any MV Agusta motorcycle, in Italy, Germany, Switzerland, Austria, France, Spain and the UK, with additional countries to follow.
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| Superveloce 98 Limited |
A stronger and expanded dealer network in 2024 will see a target of 200 dealers active by mid-year with the focus on its most relevant markets - 21 of them will be in Italy, supported by authorised service centres. The dealer network will also be expanded in other markets, such as USA (where more than 40 dealers will be active in 2024), Germany, UK, France, and elsewhere.
'four-year factory warranty'
2024 will also see finalisation of all system integrations with the PIERER Mobility AG's established distribution and logistics, inventory, software/IT and dealer management tools. "The results will include reduced delivery time for parts, motorcycles, services, resulting in a much-improved customer experience."
Factory tours are being started this year, and additional new models are slated to include the Superveloce 1000 Serie Oro seen in its final development stage at EICMA.
Luca Martin, MV Agusta Motor S.p.A. Board Member and COO, has stated: "When we look back at the beginning of 2023, we are astonished by the number of changes, implementations and improvements that have been put in place during this first year working with KTM.
"Was it all perfect? No. We always strive for perfection, and therefore we are proud of what has been done, but at the same time we are fully aware of the further improvements that can be made.
'lifetime 24/7 roadside assistance'
"We are fully aware that our customers have experienced challenges, such as the delay in parts delivery or the renewed dealer network, which hasn't had an optimal penetration in the territories where they are needed. I want to take this opportunity to again let our customers and fans know that we listen to them, and every decision of ours is based on one unique goal: putting our customers at the centre of our attention.
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| Schiranna facility |
"When we decided to reboot the entire dealer network, we were aware that this would have created disruption at the beginning of the process, but we are also sure the decision has taken MV Agusta on the right path to provide the best customer experience in the future.
"The dealer network will further expand in 2024, with an improved coverage, and our product ambassadors and technicians at each single dealership are being extensively trained and the business partner selection process tightened. Customers are at the centre of our approach and to achieve that we have a lot to do.
'reboot the dealer network'
"The same goes regarding parts availability. The warehouse and system integration with PIERER Mobility AG has taken a considerable amount of time, causing temporary disruptions, but will be finalised in early 2024. I personally believe that transparency is the best way to create a healthy relationship with our customers and fans and therefore I wanted to take this opportunity to openly address the challenges that our customers have faced in 2023 and to thank them for their passion and love."
