MV Agusta has recruited US motorcycle trade and industry veteran Chris Henderson (pictured) as managing director of its relaunched MV Agusta USA operations — now remonikered as MV Agusta Americas with an extended remit covering the US, Canada and Latin America.
Henderson jumped ship to join MV from Triumph America, where he has served for nearly nine years in increasingly senior roles. Most recently, he led a team of six regional sales managers covering the British brand’s dealer network across the southern half of the US. Previously, Henderson spent 16 years in large-scale motorcycle dealership management.
At MV Agusta, he has been tasked with expanding its range of services and competences on offer, enhancing customer experience and strengthening dealer support. In particular, this will involve development of “a premium support network, the application of the latest business technology, and the launch of exciting new products and services to create a thrilling customer experience”.
Commenting on Henderson’s appointment, MV Agusta chief executive Timur Sardarov said: “Reinforcing our presence in such an important market as the Americas is a key part of our strategic plan. I am glad Chris is leading our US operation, as he brings a wealth of experience and forward-thinking, one-step-ahead leadership to the team, on top of his passion for motorcycles. I am confident Christian will succeed on his new path.”
Henderson added: “I will bring to bear my years of experience in the industry, both from the dealer and OEM perspectives. In order to further propel this iconic brand to new heights in the Americas, my focus will be on increasing brand awareness and strengthening the overall premium experience for both MV Agusta customers and our dealer network. My goal is for MV Agusta to become the premier brand in each of our dealerships.”