MV Agusta 2021. Global Sales Performance Up 16.9% After 9 Months

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mv-agusta-dragster-2021
mv-agusta-dragster-2021

MV Agusta Global Sales Performance in 2021 is growing in double-digit. Year To Date September global sales have been 3.332, up 16.9% vs the 2020 and 371.9% vs the 2019.

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, Indian. All have reported record sales volume after the first 9 months of the year projecting their all time record and showing how robust is the demand for premium motorcycles.

While reporting about MV Agusta, the astonishing Italian brand, we found difficulties on explaining the current trend.

The company was acquired by a Russian family in 2019 with ambitious restructuring plans. The arrival of the pandemic clearly impacted their timing, but we were expecting a strong volume growth this year, considering the sales in 2020 have been near the half of their top in the last decade. The strong growth in the premium motorcycles market should have sustained this assumption, while actual figures are disappointing.

Following a first half robust growth (+39.3%) in the third quarter sales felt down 19.1% and consequently Year To Date September global sales have been 3.332, up 16.9% vs the 2020 and 371.9% vs the 2019.

MV Agusta sales are concentrated in West Europe and although all market are growing, the Italian iconic brand grew up only 8.6%, with few good performance, like in Spain (+78.8%), Hungary (+114%), Bulgaria (+150%). but with only +3% in Italy, and losing in Great Britain (-1.3%), in Germany (-4.1%) and in several others, like Norway (-30.7%), Austria (-30.6%), Sweden (-33%), Poland (-46.2%).

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.