The Future of MV Agusta! COO Luca Martin in Interview

MV Agusta recently presented a report on the remarkable first half of 2024 for the small, exclusive company from northern Italy. It seems that under the new leadership of Pierer Mobility AG, the company is undergoing a profound transformation with several significant developments in various areas of business operations. From the successful launch of the first adventure bike to the expansion of the dealer network and the introduction of innovative initiatives like "MV Accademia," the academy for dealers, there is much to discuss. The acquisition of the majority stake by PIERER Mobility AG and the newly appointed leadership under the direction of new CEO Hubert Trunkenpolz plan to achieve an annual production volume of more than 10,000 units at the Varese site in the medium term. This would correspond to a doubling of the sales figures from 2023.

The introduction of the Enduro Veloce in April marked a turning point in the history of MV Agusta. For the first time, MV is entering the currently fiercely contested adventure segment, and promptly, the Enduro Veloce becomes the best-selling MV. However, there have also been recent developments in the classic business of exclusive luxury items: The Superveloce 1000 Serie Oro, the limited edition model restricted to 500 units, impressively demonstrates what MV Agusta stands for, as I experienced firsthand. Below, we have interviewed Luca Martin, the Chief Operating Officer (COO) of MV Agusta, to learn more about these developments and the company's future plans. Luca Martin provides insights into the collaboration with PIERER Mobility, a preview of possible new models, and also reveals the challenges MV Agusta is currently facing.

Poky, Editorial Director 1000 PS: Hi Luca, thanks for taking the time. I suggest we dive right in: The Superveloce 1000 Serie Oro has just hit the market, and it's a spectacular new model. It features classic round shapes as well as some modern lines. Do you consider MV Agusta's design to be retro?

Luca Martin, Chief Operating Officer MV Agusta: No, not really. The design language is our interpretation of elegance. So, it is not necessarily a retro bike, even though it is naturally inspired by our heart and our past. But I would not define this motorcycle as a retro bike.

Poky, 1000 PS: Many manufacturers are still jumping on the heritage or retro trend, even though they lack a long history. Do you think this can work without having their own heritage?

Luca, MV Agusta: Well, I believe that designs always represent a company's values. In our case, with almost 80 years of history, heritage is naturally part of our values. That's why I believe that drawing from the past and the incredible designs we've had throughout our history is certainly a competitive advantage. As for new retro bikes from other manufacturers, I think it’s about how they credibly incorporate their values into their products. If they feel comfortable with retro bikes, that's okay. In the end, the market will judge this decision, and customers will either buy the retro bikes or not. I don't see it as a problem. Our history is authentic, and that's a message we want to convey to our customers.

Poky, 1000 PS: Since Pierer took over the majority, many rumors have been spread. Hand on heart: Is there already a collaboration with KISKA for future design projects?

Luca, MV Agusta: One thing I want to make clear: MV Agusta is an independent business unit within the Pierer Mobility Group. We value KISKA as a highly respected design center. But we are also very proud of our own designers and our design style. Our Centro Stile is currently and will continue to work exclusively for MV Agusta.

Poky, 1000 PS: Let's talk about your latest bike, the Super Veloce 1000 Serie Oro: The engine of the Superveloce is based on your 4-cylinder inline engine platform. The power output has not been increased compared to the Brutale 1000. Has the zenith been reached with the current inline engine under the strict emission regulations?

Luca, MV Agusta: No, we haven't reached the zenith yet. We continue to work on the development of this engine. At the same time, we believe that the current engine is best suited for our Superveloce Mille. To explain it better: We looked outside the motorcycle segment and took the Porsche GT3 as a reference. It’s an incredible, yet also a very usable supercar. Our goal is to offer our customers a similar experience – a beast that is still pleasant to ride at low revs and speeds in the city.

Poky, 1000 PS: That makes sense, but still: Are there currently any plans for the development of a V4 engine at MV Agusta, considering the success of this platform in MotoGP?

Luca, MV Agusta: The V4 is currently the best platform in terms of performance, and that's why almost all MotoGP teams use a V4. But at the moment, there are no plans for a V4. We believe that our current inline engines, the triple and the four-cylinder, offer the most authentic MV Agusta experience. There's also another aspect to consider: Our 4-cylinder inline engine is very narrow and allows our designers to create shapes that wouldn't be possible with other engines.

Poky, 1000 PS: The MV Agusta F4 is a legend. How much does the Superveloce have in common with the F4?

Luca Martin: We believe that the Superveloce Mille will also become a legend. There are many components on the F4 that have inspired us here as well, such as the exhaust. But these two bikes are different. The F4 was an iconic racing machine, while the Superveloce Mille is a very fast, design-wise exceptional bike that is pleasant to ride under all conditions.

Poky, 1000 PS: Can we look forward to a new edition of the F4 in the future?

Luca, MV Agusta: Everyone loves the F4. It was my dream bike when I was younger. Sometimes dreams come true, so I hope this dream will come true as well.

Poky, 1000 PS: Did the collaboration with Pierer Mobility play a role in any phase of the development of the Superveloce 1000? If so, at what stage?

Luca, MV Agusta: We joined forces in November 2022, and of course, this bike was already in development. The collaboration allowed us to accelerate some tests and utilize additional resources. The team here did a great job from the start, but the partnership gave an extra boost before production began.

Poky, 1000 PS: Will MV Agusta rely on the technical capabilities of the Pierer Mobility Group for the development of further models in the future?

Luca, MV Agusta: Absolutely. We are utilizing the synergies and resources of the Pierer Mobility Group, such as laboratory measurements that we previously had to outsource. It would be unwise not to take advantage of the opportunity to benefit from a competent team in Austria. However, it also goes the other way: In areas where MV Agusta has strong expertise, such as carbon parts, we support the development of KTM, Husqvarna, or GasGas.

Poky, 1000 PS: Which research or development steps will remain in Varese, and where will collaboration with the new colleagues in Austria be sought?

Luca, MV Agusta: We are currently planning to completely renovate the R&D in Varese. We want to use the synergies to have more resources, not to relocate resources.

Poky, 1000 PS: According to MV owners in our community, sourcing spare parts for MV Agustas can be a challenging task. Will there be KTM dealers in the future where you can visit with your MV Agusta, thanks to Pierer Mobility as a strong partner?

Luca, MV Agusta: At the moment, we are focusing on rebuilding our own network. There are some dealers who also carry KTM, but they are not the majority. We currently have almost 200 dealers worldwide. Thanks to the support of the Pierer Mobility Group, we are utilizing their local presence. But in terms of the dealer network, the products are so different that it is difficult to find dealers who can properly represent both MV Agusta and KTM.

Poky, 1000 PS: Will these dealers be able to service MV Agustas from all eras?

Luca, MV Agusta: That would be the goal. Training is a key element to bring all mechanics up to date. The know-how transfer from Pierer Mobility is very helpful in this regard. For motorcycles produced after 2020, we already have a fulfillment rate of over 96% for spare parts delivery. I want to be honest, in the past, spare parts were not available to a satisfactory extent. We are working to improve the availability of all spare parts for models from 2014 onwards. For models from 2020, we deliver spare parts within three working days. I can assure you that we take care of every customer.

Poky, 1000 PS: Let's talk about racing: KTM has had a MotoGP team for years, and MV Agusta has a rich history in top-level sports. Will we see MV Agustas in the top class again someday?

Luca, MV Agusta: Currently, our focus is on consolidating ourselves commercially and industrially. Racing is in our DNA, and we see an opportunity with the new regulations in MotoGP from 2027. Maybe MV Agusta will return and compete with full force against another strong Italian brand. We will see.

Poky, 1000 PS: Does involvement in racing still play a role in the development of new models?

Luca, MV Agusta: Yes, with our Supersport World Championship team, we exchange information and data after each race. Of course, this is not comparable to MotoGP, but it is an important means to improve our performance on the race track and to give young engineers the racing feeling that is part of our DNA.

Poky, 1000 PS: Let's get back to the road, or actually beyond it: You recently entered a new segment with the Enduro Veloce featuring a newly developed engine. Was that the last segment?

Luca, MV Agusta: No, it is not the last segment. The Enduro Veloce is our interpretation of the adventure bike, but there are many other segments we could explore. However, we must always ensure that each new product carries the values of MV Agusta, that we do it our way.

Poky, 1000 PS: When you look at the current market, in which segment do you see a place for an MV Agusta model? A big cruiser or tourer seems hard to imagine...

Luca, MV Agusta: Why not? Why not a big cruiser or a true classic bike? Thanks to our history and heritage, we would have many opportunities to explore. One thing, however, as mentioned earlier, is important: No matter in which segment we try, we must always ensure that the product worthily embodies the values of MV Agusta. Otherwise, we will fail.

Poky, 1000 PS: The Enduro Veloce became your best-selling motorcycle right away. Does such success make you want more? Are you planning to increase production?

Luca, MV Agusta: Yes and no. Inspired by luxury manufacturers in other industries, such as Ferrari, we want to preserve the exclusivity of our products. We do not want mass production but exclusive, handcrafted luxury products from Italy. So we will also proceed extremely cautiously with production expansion.

Poky, 1000 PS: Thank you very much, Luca. It was very interesting to talk to you. I look forward to the future of MV Agusta and hope to see you again soon.

Luca, MV Agusta: Thank you very much. You are always welcome here.

Poky, 1000 PS: Thank you!