MV AGUSTA has announced a major new collaborative agreement with Chinese firm Loncin Motor Co. Ltd in a deal that will see it bring a range of ‘accessible’ new models to market.
Four new models wearing the famed MV Agusta nameplate will be launched before the end of 2021 and be powered by 350-500cc powertrains alongside Loncin, which already offers a wide range of 150-300cc machines in its native China and the Asia region.
How has this MV Agusta – Loncin deal come about?
One of industry’s foremost premium manufacturers with entries in the 675, 800 and 1000cc markets, MV Agusta is nonetheless keen to expand into the smaller displacement segment, to capitalise on the market’s gains and spur global growth potential.
Though the smaller range might be considered at odds with MV Agusta’s sport-orientated image, the manufacturer maintains the unmistakable ‘DNA’ will be in evidence, along with a ‘unique sound and vehicle dynamic’.
Will there be an F1 or an F2?
Four models will form a new range for MV Agusta rather than simply creating small displacement versions of its existing models. As a base, the development will see them use 350-500cc engines and be built alongside Loncin.
Either way, we won't have long to wait with the motorbikes set to be in dealerships before the end of 2021.
What does Loncin get out of this deal?
In return, the strategic alliance will see MV Agusta assist Loncin in entering the more powerful, sportsbike motorbike segment with a range of 800cc machines wearing the VOGE badge, Loncin’s high-end brand.
Through CRC, its state -of-the-art design and engineering center, MV Agusta will develop a new family of VOGE products will target the mid and large size capacity market through sharing technology and engineering with the Italian firm.
Reading between the lines
This deal gives MV Agusta an opportunity to grow its range quickly and more easily because whilst it has the expertise, it doesn’t have the resources – or time - to develop volume models from scratch.
Whilst some may suggest teaming with Loncin will dilute MV Agusta’s iconic brand, particularly if the final products don’t differentiate from one another, on the other hand it could mark an exciting new offshoot of mid-market premium bikes.
What do MV Agusta and Loncin say?
The President of Loncin, Mr. Yong Gao, announced: “The conclusion of the strategic agreement is conducive to Loncin’s and MV Agusta's joint response to the changes in global market demand and to the coordinated development of both sides. Loncin will use advanced manufacturing resources and Chinese market knowledge to help MV Agusta expand its product line and enhance product competitiveness.
“MV Agusta’s technology and advanced design experience of high-performance motorcycles will support Loncin’s "VOGE" brand in becoming the market leader of premium motorcycles in China. I am looking forward to our strategic cooperation based on the principles of mutual benefit and success.”
Timur Sardarov, CEO of MV Agusta Motor, said: “This strategic alliance is an important step to consolidate our vision for the future of MV Agusta. Our target is to reaffirm our leadership in the production of upper-premium motorcycles, while also enlarging our customer base by offering a broader range of products without compromising our distinctive design and performance.
“We are looking forward to grow with the right partners and the right products, making sure that our clients enjoy the larger choice of models, all of which share the same DNA and MV Agusta pedigree.”
