MV Agusta story is near to the end. KTM Group last year acquisition was a real disaster, with “real” global registrations standing at lowest ever level, before a massive December registrations “peak”.
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 is very close to end its long and hard travel.
In the last twenty years, many companies have acquired the MV Agusta icon brand, all of them announcing short terms results in restructuring and shifting the company – always unprofitable – to profitability.
But the reality was hard for all, including the last “hero”, KTM Group, which acquired the 50.1% in March 2024, and since December 17th the KTM Group shares are available to be sold in an auction, as announced by the KTM Group bankruptcy curator, Mr. Peter Vogl.
In the last two years under KTM control, MV Agusta was focused on presenting unique series, opening mono-brand stores, participating in events with “state of the art” icon models. But they “forgot” to sell.
And the way to sell a product, even a motorcycles, is to produce something in line with the market requirement. This was totally failed by the last 3/4 MV Agusta Management Team, including the last one.
The results is that “real” 2024 registrations have been around 2.500, one of the lowest level in the last 40 years, with around the same amount of bikes parked somewhere, under KTM control.
Then, in December, MV Agusta have registered, only in Italy, 1.267 bikes (489 in the previous 11 month!). The reason is the EU deadline for registering vehicles with Euro 5 emission due by Dec 31st, 2024, before the January 2025 introduction of Euro 5 Plus emission level. Several other manufacturers remained with euro 5 stock in excess and had been forced to self-register vehicles, but MV Agusta made a real record, unfortunately.
Full Year 2024 registrations will be near 5k, but the half of this bikes are still in the distribution network warehouses, now further depreciated by the self-registrations, which reduce by around 20% the product value.
