The 'Other' Italian Motorcycle Prepares To Invades U.S.

Riders who feel they don’t know enough about the performance brand, MV Agusta are not alone. The Italian motorcycle manufacturer agrees and will change their marketing in the United States up a gear for 2017.

As with many brands, the motorcycle name of MV Agusta enjoys a colorful history. Originally called Meccanica Verghera Agusta, the motorcycle manufacturer began on 12 February 1945 as an offshoot of the Agusta aviation company formed by Count Giovanni Agusta. Indeed, the motorcycle company was formed at the end of the Second World War as a means of saving the jobs of employees of the Agusta firm hoping to fill the post-war need for cheap, efficient transportation.

Fun fact, the acronym MV stands for Meccanica (mechanics) Verghera, the hamlet where the first MVs were made.

Clutch and Chrome covers much of the Italian company’s history here, which also includes interesting insight to today’s news, a new partnership aims to create a new brand strategy in the US.

MV Agusta's 4 cylinder Brutale

Teaming up with the Urban Motor Group, the new management team will focus on building brand awareness and quality customer service by harnessing the wealth of experience, robust business model and a passion in motorcycles.

“We are very excited to build a successful relationship with Urban Motor Group as a new partner also overseeing and developing the presence of MV Agusta in the USA market,” says Giovanni Castiglioni, CEO of MV Agusta. “Urban Motor has a remarkable track record in delivering a strong dealership network, backed with excellent customer service and dealer support.”

The two groups already work together in the Australian market, where Urban Motor successfully made it one of today's first markets for MV Agusta's exports.

“Whilst other mainstream brands have taken the mass production approach, MV Agusta continues to do what others dream to do,” notes Urban Motor Group CEO, Joseph Elasmar. “I’m really looking forward to build MV Agusta in the USA and in particular seeing customers experience the difference of hand built Italian masterpieces.”

MV Agusta F4Z Zagato

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