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Before we get into these new bikes, you should know that Russian investor Timur Sardarov replaced Giovanni Castiglioni as head of MV Agusta in December 2018. Now in the captain’s chair, Sardarov’s pointing MV Agusta in new directions with big visions for the future.
Sounds about right, since Sardarov cofounded an international private holding company before picking up MV Agusta. Castiglioni remains with MVA in an advisory role. It’s a time of transition and reorientation in Varese.
With that context, let’s look at Sardarov’s plans for the next five years, and how the newly announced new models fit in. Sardarov’s looking to stabilize MV Agusta, grow dealer support, and reinvigorate the lineup with new models. When all’s said and done, he’s shooting for production of 25,000 bikes a year, plus a dealership network to supply and service them.
Not so long ago, MV Agusta’s strategy was just the opposite. When the globetrotting Mark Gardiner stopped by in March of last year, he reported that “MV Agusta’s plans now call for volumes of 5,000 to 6,000 units in 2018. The company has essentially abandoned anything resembling an entry-level strategy.” Under new leadership, that’s changing already.
With Sardarov’s recent investment, money doesn’t seem to be MV Agusta’s main concern. Instead, they’ll need to bring new bikes to market, grow the customer base, and overcome some of the problems that have hurt existing customers or deterred new ones, like parts availability.
The road to growth apparently starts with the new “Rosso Range”: slightly detuned, lower-spec versions of existing MV Agusta 800s, with price drops to match. Full disclosure: Official pricing for the United States has not yet been announced. Based on Eurpoean pricing, expect the “affordable” line to start around $14,500 with the Brutale 800 Rosso. That’s about 20 percent less.
The Dragster 800 Rosso comes in around $15,500, and the Turismo Veloce 800 Rosso’s $19,000. Again, these are just conversions of European pricing, and actual U.S. prices will vary.
In exchange for the lower price, the Rosso bikes don’t get all the same fancy components as the standard versions. They retain the important stuff, though, like Bosch ABS, traction control, and MV EAS 2.1 (Electronically Assisted Shift). They also feature the same 798 cc engines as their up-spec siblings, just in a different state of tune. The Rosso triples make 110 horsepower instead of the standard 140. Bodywork, suspension, and a few other pieces vary. And they only come in red. If you’re shopping MVs, the Rosso Range is probably worth a look. Or, if you just need an MV badge, but you’re short on cash, wait for their upcoming 350-500 cc bikes to be built in collaboration with Loncin, a Chinese automotive giant. Everybody’s partnering up these days, huh?
Oh, one more thing. MV Agusta’s joining the 200-horsepower naked bike battle with the Brutale 1000 RR, which packs 208 ponies and a revised inline four. It’s something of a “Rosso” bike itself, since it’s a more attainable version of the Brutale 1000 Serie Oro. ($32,000 for the 1000 RR, versus the Serie Oro at $47,850!)
For once, I can write that I expect these bikes to come to the United States. Sardarov has repeatedly emphasized the importance of the American market in MV Agusta’s success. Any of these appeal to you?
