MV Agusta joins race to the bottom

MV Agusta sell-out to the bottom

MV Agusta has joined the “race to the bottom” not long after Harley-Davidson signed a deal to make low-capacity bikes in China and Ducati signed away its naming rights to Chinese scooters.

In the latest race to the bottom, premium Italian motorcycle manufacturer MV Agusta has signed a long-term deal (pictured above) with Chinese industrial giant Loncin Motor.

Together, they will build a four-model “all-new family of MV Agusta products in the 350-500cc displacement”.

It follows a somewhat dubious financial rescue deal last year with a Russian company that has links to the Russian mafia.

For years, MV have said they would never sell out and were proud to be the last true Italian brand.

You have to ask what is happening to the world of premium-brand motorcycles.

Is a sellout not beneath any of them?

Triumph has been making their bikes in Thailand for several years and BMW already makes G 310 models in India and scooters in China by the same company, Loncin.

So what is next?

The official MV/Loncin press release says the bikes will be “completely designed by MV Agusta to occupy the premium segment of this high-growth market”.

  • How many MV owners think this is a good idea for the resale value of their bike?
  • How many MV owners think this is a good idea when they can’t even get parts for their bike inside six months?
  • How many MV owners who sold out the new limited-edition Superveloce 800 are now nervous about their investment?
    • MV Agusta Superveloce 800, Dragster 800 RR America and Brutale 1000 Serie Oro gold mirror bottomMV Agusta Superveloce 800

Bottom dwellers

Sorry, but this latest deal just smacks of desperation and a race to the bottom. 

Would Ferrari make commuter cars in China?

The official MV press release says the new Chinese deal will “enable MV Agusta to enlarge its current product portfolio with the objective of increasing our riders globally, expanding access into Asia through a partnership with Loncin Motor Co., Ltd”.

There is no word on whether it will improve the supply chain of spare parts to current owners waiting while their bike sits idle in their garage.

They say the new “smaller and more accessible motorcycles” will be available for sale in MV Agusta dealerships by the end of 2021.

“MV Agusta and Loncin announce that their partnership will not  be limited to the development of the new family of products in the 350-500cc range,” the release says.

“It also includes MV Agusta assisting Loncin into entering the premium segment market with their premium range of 800cc.”

MV promises to develop an “entirely new family of products for VOGE, Loncin’s premium high-end brand”.

By “high-end”, they mean Chinese high end , which is not what the rest of the world considers high end.

 

4 Comments

  1. I just love my F3 and can’t imagine a world without it , but I want to see MV survive and not slide out the back door again.
    Lots of companies have os manufacturing “C” class Benz are made in Mexico does any one not buy one or make apologies for having a Mexican built Benz nooo
    So why is this being labeled a “race to the bottom” ?
    China is a huge market and may be they respect and value their bikes more than we do.
    Pre 1940 all Japanese stuff was considered junk , don’t say that to Yamaha , Honda or Suzuki
    riders today.
    Get over it the bikes will be good

  2. The chinese sales of these products will be massive so the European based companies will prosper from this easing the burden of slow Home growth. It’s a sound business decision on that side. What it also does is increase the design interest of the likes of Loncin which will be a good thing for them.
    It increases all round business exposure so all in a good decision.

  3. It’s business. The landscape is changing rapidly and very soon all such discussions will seem irrelevant. I actually see a boom time coming for electric two wheelers in cities. And yes, most will be made in China. Who cares? Traditional motorcycling with loud pipes and black clothing and the whole “badass” thing is rapidly passing away. Manufacturers have to make big changes fast or disappear from the industry. If you and I were running MV Agusta, Harley or Ducati we would be doing exactly the same thing. You snooze, you lose. Meanwhile Honda continues to quietly do its thing. They’re the interesting mob to be watching IMO.

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