MV Agusta’s Revival Under KTM’s Ownership: What’s Changing?
At the press launch of the new MV Agusta Enduro Veloce, we had the opportunity to meet with the brand’s leadership and discuss the influence of Pierer Mobility AG, the parent company of KTM, on their operations. It’s clear that the changes are already yielding positive results!
In November 2022, Pierer Mobility AG (which includes KTM, Gas Gas, and Husqvarna) acquired a 25% stake in MV Agusta, previously controlled by Russian billionaire Timur Sardarov. Two years later, in February 2024, the Austrian company became the majority shareholder with a 50.1% stake. This swift transition has led to several concrete and exciting developments for the brand’s future:
Key Changes and Developments
Maintaining Italian Roots
- Design, production, and development of motorcycles will continue to be based at the historic site in Varese, Italy. This ensures that MV Agusta retains its Italian heritage and craftsmanship.
Platform Sharing Not Yet Planned
- Despite being part of the larger Pierer Mobility Group, MV Agusta will not immediately share platforms with KTM, Husqvarna, or Gas Gas. The focus remains on developing their new 931cc three-cylinder engine for upcoming models.
Launch of the Enduro Veloce
- The Enduro Veloce represents a shift towards a less elitist, less extreme, yet still premium model. It’s designed to prioritize rider comfort and universality over sheer mechanical exuberance, making it more accessible without losing its premium edge.
Project 5.5 Canceled
- The smaller MV Agusta trail bike, Project 5.5, has been scrapped. It didn’t align with the brand’s new direction, which is seen as a logical move.
Organizational Restructuring
- MV Agusta’s operations have been divided into three autonomous entities: MV SPA Factory (production), MV GmbH (commercial activities), and MV Supplier (logistics and B2B). This reorganization aims to streamline and enhance the company’s efficiency.
Improved Spare Parts Management
- Spare parts management has been centralized in Mattighofen. This relocation has freed up space in Varese for a new production line. Consequently, spare parts delivery times have been drastically reduced from three months to 48-72 hours, a significant improvement for the network and customers.
Quality Control Enhancements
- All motorcycles produced in Italy will now undergo quality control in Mattighofen. Although this adds some logistical time, it ensures higher quality standards.
Focus on Independent Dealerships
- The brand aims to develop its own network of dealers rather than relying on KTM dealerships, emphasizing the creation of a unique and dedicated sales channel.
Customer Loyalty Program
- MV Agusta has launched the “We Care” initiative, offering all MV Agusta owners a free check-up and a 20% discount on all parts. This initiative is part of Pierer Mobility AG’s strategy to regain the trust of its loyal customers while attracting new ones.
What’s Next for MV Agusta?
The changes spearheaded by KTM’s ownership have positioned MV Agusta for a bright future. The brand’s commitment to maintaining its Italian roots while embracing strategic innovations is set to enhance its appeal to both existing and new customers. The launch of the Enduro Veloce marks a significant step towards broadening their market reach with a model that balances premium quality and accessibility.
FAQs
Q: What is the new MV Agusta model launched under KTM’s ownership?
A: The Enduro Veloce, a less extreme but premium motorcycle designed for broader appeal, has been launched.
Q: How has the spare parts delivery improved?
A: Spare parts delivery times have been reduced from three months to 48-72 hours, thanks to the centralized management in Mattighofen.
Q: What is the “We Care” initiative?
A: It’s a customer loyalty program offering free check-ups and a 20% discount on all parts to MV Agusta owners, aimed at regaining and building customer trust.
Wrapping Up
Under KTM’s majority ownership, MV Agusta is experiencing a renaissance. With strategic investments, a focus on customer satisfaction, and a commitment to maintaining its unique identity, the brand is poised for a successful future. The upcoming changes and the new Enduro Veloce model showcase MV Agusta’s dedication to innovation and quality.
