INTERVIEW
MV AGUSTA'S GIOVANNI CASTIGLIONI
P92
are looking forward to helping me take
it there. They have a lot of good ideas.
Moreover, they're already high-end busi-
ness investors, so they'll bring benefits to
MV from their network of contacts.
So when will all this be put to bed,
leaving you to focus on getting the
operation of the company back to
normal?
MV is working normally already—we're
producing bikes every day, we're deliver-
ing around the world to all our overseas
distributors and dealers in Italy, and we
have already announced the updated
new models we'll be selling in 2017 as
part of our repositioning of the brand.
Today, we already have orders for this
year in excess of MV's maximum produc-
tion under our new strategy. It's business as
usual for us now, but with a different focus
on producing low volume high-end models in
reduced numbers to a very high level of qual-
ity and performance for the super premium
motorcycle market under the terms of our
new strategy for the brand.
Okay, but what exactly is that? Where
does MV Agusta stand right now? Last
year you had many orders, but couldn't
deliver the bikes because of insufficient
cash flow to pay suppliers.
Let's take a step backwards to see what's
happened to MV. I reacquired the company
in 2010 from Harley-Davidson. It was a
beautiful brand but had only three products,
and the market was declining at a double-
digit rate. In such an economic recession it
MV Agusta
production
has risen
under
Giovanni
Castiglioni's
control to
8900 bikes in
2015, up from
2000 units
in 2009, via
3600 bikes
in 2011 and
7600 in 2014.
