Industry

MV Agusta ADV, 950 and 350 ranges are on the way

MV Agusta President Timur Sardarov reveals a new line of 350cc and 950cc models are on the way, as well as the first MV Agusta ADV bike

MV Agusta President Timur Sardarov has laid out his company’s plans to hit 25,000 motorcycle sales within five years, revealing it will be developing a new 950 and 350cc model line and move into the Adventure sector.

Following an internal restructuring in 2018 – which saw Sardarov come in to replace the Castiglioni dynasty – the Russian has promised to invest his own money into rapidly expanding MV Agusta’s model range by moving into new industry segments.

Indeed, though MV Agusta’s has forged a reputation for its desirability and premium image, it has struggled to turn a profit because of production limitations, development costs and a restricted dealer network. In 2018, MV Agusta sold just 3500 models but Sardarov has developed a plan to multiply that to 25,000 within five years.

Having attempted to circumnavigate one issue with a dealer expansion and new online ordering system, MV Agusta has also entered into a partnership with Chinese firm Loncin to develop a new range of mid-capacity models in the 350cc range.

Explaining the deal is similar to that of KTM-Bajaj in India, Sardarov insists Loncin doesn’t dilute the brand because MV still has full control, but it now has the opportunity to create a whole new line of models – naked and touring – in the under represented but potentially lucrative 350cc range.

“Our partnership with Loncin is of the same type as that which KTM has with Bajaj or BMW with TWS,” Sardarov told Motociclismo. “For us, the 350 market is very important: today, with the exception of the KTM Duke, this segment offers nothing exciting, only cost savings. We want to produce beautiful motorcycles, designed and engineered by MV but produced in Asia. No-one could make these displacements in Europe, not even BMW or KTM.

“We don’t become Chinese, there are no Chinese shareholders. They are only suppliers. Loncin is the same who makes numerous engines for BMW and their 400 scooters, among the best in the segment. We have full control of the supply chain: we are the ones who indicate which companies to use. We will make a 350 twin-cylinder with the same philosophy as all our engines. In short, a small MV in naked, tourer…”

MV Agusta Adventure and 950cc strikes for new segments

As well as looking to bring the MV Agusta brand to a more affordable area to make up the lion’s share of that 25,000 target, Sardarov says it won’t be neglecting the upper end of its range either

First and foremost, the company is developing a new 950 engine that alone will bring its own variety of models, one of which could be an Adventure bike to rival the Ducati Multistrada and BMW R 1250 GS.

“Schiranna’s capacity (MV Agusta factory) is between 17,000 and 20,000 motorcycles per year. Without expanding. Now we are working on a new 950. And other news will come, such as an adventure.”

Comments

David S's picture

Great. Another storied manufacturer selling it’s soul by flogging rebadged third-world bikes. The only manufacturer I can think of who’s holding onto their principles (and, ultimately, their brand value) by not doing this is Moto Guzzi. Sigh.

Harley and Norton are holding on to their ideals: How well is that working for them?

The bike market is shrinking, and if MV Agusta doesn't do something, they'll face the same fate as innumerable other brands.

David S's picture

Ah yes. “We must do something. This is something. Therefore we must do this”. That always works out well...

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