MV AGUSTA CEO TIMUR SARDAROV PART 1
P80
Interview
forward-looking company, with
fantastic products that are the most
beautiful and most technically ad-
vanced street bikes in the world.
What's your strategy for
achieving this?
Our strategy for 2018 was to
stabilize everything, from produc-
tion to the sales network to get
back to normal again after so
much uncertainty about its long-
term existence. We've done that
by making 3500 bikes this year—
but this is a company with a break-
even point of 2500 units, so what-
ever you do above that is profit.
I would feel very comfortable to
grow the brand up to 10,000 units
annually, but no more.
Because you'd like to main-
tain exclusivity, or because
you don't want to make fur-
ther investment necessary?
It's not about investment; it's
about supporting an existing
group of customers in the right
way, and maintaining the image of
MV Agusta as a brand that does
things differently. I don't like the
word 'exclusive'—I like to say 'dif-
ferent.' It's a high-end brand, but
different, not prestigious, not ex-
clusive. Let's put it this way; we're
more expensive than everyone
else, but I wouldn't consider us as
exclusive. I want us to be different.
Which countries are you
predominantly selling to at
present?
One of the
stunning concept
bikes of EICMA
2018, the
Superveloce 800.
The USA, for us, is unchartered
territory, and I would say that we have
a two-, three- or even four-fold growth
potential in the American market."
