MV Agusta is undergoing brand re-launch in South Africa

Image source: MV Agusta

MV Agusta, throughout its whole existence, has been nothing if not exclusive. Propelled by the hundreds, if not thousands, of racing successes throughout the 1950s, ‘60s and ‘70s, a mystique grew up around the red machines from the small village of Verghera (and later a much larger factory in nearby Varese), not far from Milan (hence the name: Mecchanica Verghera, while ‘Agusta’ referred to Count Domenico Agusta, the founder of the company).

In the 1970s, this mystique was cemented with the insanely exotic and expensive 750 S and 750 S America road bikes which were as unattainable to the average man on the street as Brigitte Bardot.

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If anything, MV Agustas were so exotic, they simply couldn’t survive and the company bowed out of motorcycle production in 1977 to concentrate on the core business of helicopter design and manufacture.

Fast forward to 1992 and Giovanni Castiglioni of the Cagiva Group bought the motorcycle arm of MV Agusta. At the time, the Castiglioni’s owned Cagiva, Ducati, Moto Morini and Husqvarna so MV Agusta seemed a good fit.

Image source: MV Agusta

By 1995, Massimo Tamburini, legendary designer of the Ducati 916, was working on the brand new four-cylinder F4 750, which was finally revealed to the public in 1999. In one fell swoop, MV Agusta had rekindled all the exotic and exclusive atmosphere of its heyday.

The history of the company between 1999 and 2022 could fill a book but what is important is that, in 2018, Timur Sardarov became CEO of MV Agusta and the future of the company was not only assured, but diversity in the model line-up was promised and, so far, has been delivered.

Image source: MV Agusta

MV Agusta is determined that the brand should remain on the very top shelf of the motorcycling world and, to that end, is initiating a complete brand image overhaul and changing the way that customers can interact with the brand and purchase new motorcycles. Thus, MV Agusta is undergoing a brand re-launch in South Africa.

The first of three flagship stores in South Africa is currently being prepared to an international specification to highlight the exclusivity and ownership experience of the brand. MV Agusta Cape Town will open its doors in Q1 of 2022 with the owners and directors of the company in Italy set to attend the opening. The stores will offer the complete 2022 Euro 5-specification Motorcycles, E-Scooters, E-Bicycles and MV Agusta clothing. The second and third stores in Johannesburg and Durban will be open by Q1 of 2023.

Image source: MV Agusta

“Since its change in ownership it is evident that the new Euro 5-motorcycles are built to a very high standard,” said MV Agusta South Africa’s Craig Langton, “and a brand re-launch is necessary to highlight its design, attention to detail and the New MV Agusta Ownership Experience. With support from Italy, the brand will be presented at its highest level yet.

Image source: MV Agusta

“We’ve been importing the brand since 2012 and it has been quite a journey watching the brand evolve to where it is today. Although there are new, well-funded owners of the brand, the design remains in the hands of the Italians. I find myself staring in disbelief at the new models: the Brutale RUSH, for example, will take anyone’s breath away.

Image source: MV Agusta

“It’s hard to argue that MV Agusta is not Motorcycle Art and deserves the “Most Beautiful Bike” title the brand is often awarded. MV Agusta’s success in Moto 2 has influenced the design of the F3 800RR, turning it into not just a gorgeous motorcycle but also one of the best track day weapons.”

Image source: MV Agusta

Although some models look familiar they have all been completely re-engineered and now include:

  • New Engine and gearbox design features.
  • Cornering ABS for constant safety.
  • Cornering Lights.
  • Front Wheel lift mitigation
  • 6 Axis IMU Inertia platform.
  • New digital EAS 3.0 up/downshifter.
  • Cruise control
  • Launch control
  • 5.5 inch TFT display.
  • Navigator integrated Dashboard.
  • GPS and Bluetooth.
  • New exhaust systems.
  • New Engine management system.
  • Year Factory Guarantee.
  • New Ownership experience.
  • New chassis on various models
Image source: MV Agusta

Some of the models that have been confirmed for South Africa include:

  • MV Agusta RUSH – limited
  • MV Agusta Nürburgring – limited
  • MV Agusta Dragster RR
  • MV Agusta Brutale 1000 RS
  • MV Agusta SuperVeloce S

MV Agusta is now focused on highlighting the exclusivity and ownership experience. All MV Agusta’s are sold with a trade-in and buyback guarantee aimed at retaining confidence in the resale of the brand, along with unique finance and ownership plans.

Image source: MV Agusta

Adding to the ownership exclusivity is an exclusive purchasing experience which will be announced when the brand is re-launched in Cape Town. Approved customers around South Africa will be flown to Cape Town and hosted in an exclusive hotel while they test and choose their favourite MV Agusta.

Cyclists will also have the opportunity to own an MV Agusta with the AMO range of E-Bicycles that are beautifully engineered in association with well-known Italian manufacturers. MV Agusta’s range of Kick Scooters such as the Rapido will also be available and these also include a MV Agusta experience. The stage is set for a re-birth of the iconic MV Agusta brand, reflecting the aristocratic founder, Count Domenico Agusta.

Image source: MV Agusta

Keep an eye on – for more information on the re-launch of MV Agusta.

Harry has been obsessing about motorbikes for over 45 years, riding them for 38 years and writing and talking about them for 13 years. In that time, he has ridden everything from an Aprilia to a Zundapp, from the 1920s to the 2020s. His favourites are the ones that didn’t break down and leave him stranded. While he loves the convenience of modern bikes, he likes nothing better than getting his hands dirty keeping old bikes running, just as long as it’s not by the roadside! Old enough to know better and young enough not to care, he knows you don’t stop riding when you get old, you get old when you stop riding.