MV Agusta says its future emphasis will be on increasing its presence and brand awareness in the United States and Canada.
The Italian manufacturer has signed an agreement with Urban Motor Group Pty to take control of MV Agusta USA, which currently manages sales in the US.
MV says: “Urban Motor Group, through a specific and dedicated business unit, will be managed directly through its CEO, Joseph Elasmar, who will run the USA team to develop and reinforce the MV Agusta brand position in the USA.
“Aligning itself with MV Agusta’s ambition, the new management team will also focus on building brand awareness and quality customer service by harnessing the wealth of experience, robust business model, passion in motorcycles and extrinsic perspective that has earned Urban Motor Imports the reputation and accolade of being the key distributor for a number of motorcycle brands including MV Agusta.”
Elasmar is said to have a strong and successful relationship with the MV Agusta factory and with Giovanni Castiglioni, CEO of MV Agusta (pictured). The two groups are already partners in Australia.
“We are very confident that with Urban Motor we will enter a new era for MV Agusta in the States, invigorating sales and passion for our motorcycles,” a spokesman for MV said.
Giovanni Castiglioni added: “Along with the binding agreements signed with Black Ocean Group for a capital increase in MV Agusta, the reorganisation of the US market is another milestone in our restructuring plan. Our sole focus is clearly consolidating our leadership in the production of high-end motorcycles under the MV Agusta brand, and the North American market will play an important role in our future.”