MV Agusta 2021. Solid Global Sales Performance Consolidates Restructuring Plan


MV Agusta Global Sales Performance has been solid in the first half 2021. Sales have been 1.753, up 31.8% vs the correspondent period last year, but the growth over the first half 2019 is limited at 20.8%

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. 

Global 2021 Sales Performance

We already reported outstanding performance for all premium manufacturers: Ducati, BMW, Triumph ended the first half at new records sales confirming how solid is the global demand for premium motorcycles manufacturers.

Following the positive 2020, when MV Agusta grew up over 20% although pandemic impact, this year the Italian iconic manufacturer is expected to consolidate the growth, in line with the expectations of the ambitious team working to revamp the company.

However, looking at the first half results, they are probably unsatisfied. Indeed, sales have been 1.753, up 31.8% vs the correspondent period last year, but the growth over the first half 2019 is limited at 20.8%, suggesting a full year 2021 trajectory just over the single digit.

West Europe represents 62% of MV Agusta sales and is surprising how MV Agusta is struggling in Germany (-8.8% vs 2020), in Austria (25.1%) and in other countries (Sweden, Poland, Norway, Slovakia, Slovenia) concentrating their efforts in Italy (+32.1%), France (+72.4%) and Spain (+86.7%).

Sales outside Europe are generally growing in all continents, but in Latin America (-12.4%).

MV Agusta 2020 Global Sales

In the 2020, the Italian iconic MV Agusta reported a substantial increase in the global sales data, although volumes have been below the original plans.

The manufacturers is in the middle of of turnaround process, started in late 2019 by the new owner, the Russian family Sardarov, which is represented by the young CEO Timor Sardarov.

They have decided to purchase the Italian company in the hope to fast revamp operations after troubles years.

Indeed, following a sales peak hit in the 2015 with 6.476 sales, sales were struggling with a negative low hit in the 2019 at less than 2.5 thousand sales.

For this reason, the 2020 increase is positive, but not outstanding. Sales reached 3.162 (+24.3%) with Covid19 impacting the turnaround plan.

Sales rebound in Europe (+51%) but fell down in North America and remained marginal in all the rest of the World.

MV Agusta F3 800
MV Agusta F3 800

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.