MV Agusta. Global sales up 36.6% in September 2020

MV Agusta F3 800
MV Agusta F3 800

MV Agusta global sales grew up 36.6%in September consolidating the 2020 performance. Sales in the first nine months 2020 are positive, with 2.333 registrations worldwide (+6.7%). However, the growth speed is far from the targets established last year by the new owner.

McD tracks new vehicles registrations across the World (over 80 countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split. 

MV Agusta 2020 Global Sales

MV Agusta recent years sales figures mirror the company troubles while provide to the new owner the opportunity for a rapid growth.

Indeed in this decade the peak of sales was achieved in the 2015, with 6.476 sales, before to decline at only 2.455 in the 2019, the year of Sardarov family acquisition. Sales are concentrated in Europe with huge opportunities in North America, China and South Asia.

The Covid19 has impacted the current plan, moving ahead the time for recovering healthy sales volumes and the cash injection provided by the new owner sorted a marginal effect, so far.

However, sales in the first nine months 2020 are positive, with 2.333 registrations worldwide (+6.7%), fast recovering after the first half -10.2%.

Sales are growing fast (+20.7%) in the most relevant region (West Europe) while are declining in all the rest of the World, a part Latam, where Argentina is pulling sales up 55% (at very marginal data level).

In September sales accelerated (+36.6% vs the correspondent month last year) thanks to a superb increase in Germany (+175%), Italy (+107%), Sweden (+80.7%), Switzerland (+57.4%).

Brand Heritage

MV Agusta Motor S.p.A, was founded by Count Domenico Agusta on 19 January 1945 as one of the branches of the Agusta aircraft company near Milan, Italy.

The reason to produce and sell motorcycles was almost exclusively to fund the owners passion for racing. They were determined to have the best Grand Prix motorcycle racing team in the world and spared no expense on their passion. MV Agusta produced their first prototype, called “98”, in 1945. and in 1948, the company built a 125cc two-stroke single to participate in the Italian Grand Prix in Monza. They immediately won starting the legend.

MV Agusta went on to dominate Grand Prix racing, winning 17 consecutive 500cc world championships. Count Agusta’s competitive nature drove him to hire some of the best riders of the time, including Carlo UbbialiJohn SurteesMike HailwoodGiacomo AgostiniPhil Read, and the best engineers, in particular Arturo Magni. The three- and four-cylinder race bikes were known for their excellent road handling. The fire-engine red racing machines became a hallmark of Grand Prix racing in the 1960s and early 1970s.

With the death of Count Domenico Agusta in 1971, the company lost its guiding force. The company won their last Grand Prix in 1976 and by the end of the season they were out of racing. The company’s precarious economic position forced MV Agusta to seek out a new financial partner. A solution was found in the form of public financing giant EFIM, which demanded that MV Agusta exit the motorcycle industry if were to have any chance of straightening its finances. However, they continued to sell bikes until 1980, when the last machine in the Cascina Costa warehouses was brought up.

Cagiva Group (Castiglioni family) purchased the MV Agusta name trademarks in 1991, but only in 1997 it introduced the first new MV Agusta motorcycle, when the group was selling Ducati to an American fund. However, they struggled for revamping the company despite been able to find several financial partners, like Proton (2001), Harley-Davidson (2009), Mercedes (2014) and finally an investment fund, the Black Ocean Group (2016).

The last owner is a russian family, which took the control in the 2019 and nowadays the company is under the leadership of Timur Sardarov, which  built a new management team and is providing a huge effort to pull back the company in a financial stability, with ambitious plans for the future.

Despite financial troubles, in the last twenty years MV Agusta produced high stylish italian motorcycles and the current line up consists in the high supersport families of Brutale, Dragster, Turismo Veloce, F3, Rush and Superveloce.