MV Agusta remains trapped between iconic heritage and chronic underperformance. Despite repeated relaunch plans and new ownership promises, global registrations collapsed to just 2,148 units in 2025 (-52.8%), one of the weakest results in the brand’s modern history.
McD tracks new vehicles registrations across the World (97+ 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: Ambition vs Reality
Looking at recent sales data, MV Agusta appears closer than ever to the end of a long and difficult journey. Yet the company remains remarkably resilient, once again announcing ambitious plans—much like it has done repeatedly over the past three decades.
The latest vision includes a potential entry into the MotoGP championship and a target of over 10,000 motorcycles sold annually, nearly four times the company’s current volume.
Over the past twenty years, the iconic Italian brand has changed ownership several times. Each new investor—from industrial groups to private owners—has promised a rapid restructuring and a transition toward profitability for a company that has almost constantly struggled to generate sustainable financial results.
In the last three years, first under KTM’s control and now back under the leadership of the Sardarov family, MV Agusta has focused heavily on brand positioning:
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launching limited-edition models,
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opening mono-brand boutiques,
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showcasing high-end concept motorcycles at exclusive events.
However, the commercial side of the business appears to have been neglected.
Sales performance clearly reflects this disconnect.
The best year of the past decade was 2015, the only year in which global registrations surpassed 5,000 units.
In 2024, registrations temporarily climbed to 4,494 units, largely due to a substantial number of self-registrations used to clear dealer inventories. Many of those motorcycles were registered in dealers’ names, and a portion of them still remains unsold in European showrooms.
The situation worsened sharply in 2025, when global registrations fell to just 2,148 units, marking a 52.8% collapse year-on-year and setting a new negative record for the brand.
Strategic Perspective
MV Agusta continues to possess one of the strongest heritage brands in the motorcycle industry, but the gap between ambition and commercial execution remains enormous.
Announcing MotoGP programs and fourfold sales expansion may capture attention, but rebuilding a sustainable business will require something far more fundamental: selling motorcycles consistently across global markets.
