Cycle News - Archive Issues - 2000's

- .... _:-1- .. . ...... .I'I~ • • ~ By • .... .... - Happenings In Motorcycling ALAN CATHeART • • Guzzi Hitting on Both Cylinders With the launch last month of the entry-level Breva 7501e roadster (see Issue '16), Moto Guzzi's first-ever fuel-injected middleweight motorcycle as well as the first to be wholly developed under Aprilia's ownership, now marking its third anniversary, the benefits of new owner Ivano Beggio's huge investment in the firm are at last becoming apparent. Totalling $120 million to date, in addition to the further $40 million he spent up front in buying Italy's most hlstoric marque from De Tomaso and his cronies in 2000, Beggio's bet on being able to tum Guzzi around has so far been mainly devoted to restructuring the compa· ny's historic lakeside factory at Mandello del Lario, re-equipping its two production lines with the latest in digital machinery, revamping the infrastructure of its magnificent museum, and developing a new range of products to quadruple Guzzi's annual production from less than 5000 bikes in 2001, and 9000 in 2002, up to 20,000 units by 2008, split among three families of models - everyday/touring bikes, naked/custom, and tarmac sporting models. But the stage Is now set for a further array of new models in course of development by the youthful generation of technicians now numbered among the 290-strong Guzzi workforce, using three families of the marque's trademark transverse-mounted 9O-degree V-twin engine format with shaft final drive, all of which will have been completely re-engineered under Aprilia's aegis. Each fitted with Marelli fuel injection, these comprise the 748cc pushrod engine with two valves per cylinder employed in the Breva, its bigger J064cc counterpart. and a completely rejuvenated version of the 1000cc Daytona high-cam eight-valve motor currently being developed, and it will be fotted with the new six-speed gearbox from the V 11 Sport. This 8V engine will power the production versions of the two other prototype models launched at Intermot 2002 - the Grise musclerod designed by Luciano Marabese, creator of the Breva and before that the Centauro. and the Ghezzi & Brian-conceived MGS/O 1 sportbike. The rapturous acclaim to the MGS/OJ means that it is currently being fast·forwarded into production at GUZZI'S Mandello factory. It will initially be a limited-edition batch for the 2004 model year of around 1500 bikes in essentially hand-built semi·prototype form. then later on in a more vol· ume production version which will be the mainstay of Guzzi's sporting range of products for some years to come. The MGS/OJ will form the basis of a Moto Guzzi one·make road racing series projected for 2004, as well as a factory-supported entry in leading ProTwins races in the OSA and Japan, as well as Europe. In due course. it will also form the basis for the next· generation Guzzi sportbikes powered by the company's all-new liquid-cooled V-twin engine currently under development, which isn't, however, expected to reach the market for at least another four years. As a key figure in Guzzi's R&D team, Roberto Brovazzo - Guzzi's 41-year-old CEO, who for the past 12 years has been company owner Ivano Beggio's right-hand man in plotting Aprilia's rise to prominence and since 2000 has been tasked with overseeing the resurgence of both Moto Guzzi and Beggio's other recently-acquired trophy marque, Laverda has recruited none other than Giuseppe Ghezzi himseif, one half of the Ghezzi & Brian partnership, who is now working directiy for Moto Guzzi itself in the Mandello factory. As the creator of the prototype that wowed the crowds at Intermot 2002, Ghezzi has initially been assigned the task of hands-on development of the MGS/Ol, in both its initial limited·edition guise and later volume·production version. In addition to the new eight-valve performance models, within the next four years Moto GUZZI is also planning to launch a 1064cc sport touring version of the Breva aimed at more experienced riders, es well as a range of middleweight V-twin motorcycles of which the Breve is the first. baseline model. This will include a 750cc pushrod version of Marabese's prototype Griso musclebike targeted at the lower-cost end of the streetrod market as a direct competitor to the best-selling Ducati 620 Monster, an uprated Nevada custom modei thal may possibly remain the only Moto Guzzi model fitted with carburetors, but is more likely to adopt the Breva's EFt and a 750 Dual street enduro, with significantly more off-road ability than Guzzi's now-obsolete lJ 00 Quota. which was so tall you used to need a stepladder to climb aboard it! These models are all under development and, alongside the updated models In the company'. established Califomia custom range, will be the basis of ramping up production toward that 20,000-unit annual target. which Is Ivano Be99iO'S first objective for the marque. However, declares Roberto Brovazzo, Moto Guzzi's ability to achieve that objective will also depend on its ability to overhaul its distribution network appropriately. -Now that we've successfully revamped our production facilities and corporate infrastructure, this is the single. biggest handicap that Moto Guzzi has,- Brovazzo says. ·Our worldwide network includes many faithful dealers who have supported Guzzi for many years and helped keep the marque alive, but there are several which are woefully undercapitalized, who don't have the resources to create the appropriate shop window which will attract ~ cuslollIen. We can't continue as before, seiling just a ~ thousand bikes each year to haldened enthuIIifo am. In order to stay in business in an ever more c:ompetltIve market. and to fuel the de.eIapment 01 so many ~ models as well lIS the restrue:turing of the factory, Guzzi hils to expendand tIllit indudes the deeIer network, which we life in the process oi overhauling." This presunably means there will be big changes in tile Guzzi deeler roster - maybe to the point of seUing them alongside Aprillas? "What we're trying to do is help each dealer play to his strengths," BrovllZZO says. "For example, there are some who are actuaUy better at after-sales service to the customer than they are at finding new buyers, or marketing spinoff products like accessories and maintenance programs. It's possible that tltese companies, these workshops as they often mostly just are, will remain a part of the Mota Guzzi operation. within the distribution network. We're trying to strike a happy balance. which in effect will be a partnership between modem, weDstructured dealership operations with the capital to stock a full range of products and to mar· ket them effectively both to new Guzzi clients and the committed enthusiast, and the smaller. longer-established businesses, often run by one man, whose years of experience can provide a unique level of after-sales servke, and who has the time and inclination to strike up a personal relationship with the customer, which is In Its own wayan extremely valuable marketing tool. We re<:ognize the unique importance of this traditional Moto Guzzi dealer, and we have no intention of simply discarding him because he's supposedly not big and glamorous enough to seU a large number of bikes. In fact. this patient, dedicated, friendly approach is vital for Mota Guzzi's continued development and will be taken as a model to be transferred and taught to the new dealers that we appoint. It's the Moto Guzzi way of doing business with our customers. ·So, for example, in Italy we have established a fonnat which, if it's proven to be successful, we'll transfer to export markets. We've established fifty 'Aquila in Strada' ('Eagle on the Road' - AC) riding test centers where customers can arrange to sample any Moto Guzzi model on a year· round basis - and on a proper test ride, not just once round the block. This will be on a day-long ride out organized by the dealership in conjunction with the factory, which will be an event in its own right, and will allow customers to sample the bikes on a real-world basis. This is one way we hope to increase the number of dedicated enthusiasts for Mota Guzzi products." Italy's most historic marque appears to be truly on the way back under Aprilia's guidance and is set to provide a Latin altemative to BMW and Harley-Davidson products, as well as lifestyle ownership benefits, in the future. ev In a _ not unlike VIctory's sIgning of fabled cruiser customIzer Arlen ...... IIoto Guzzi has acquired the services of GIuseppe GhezzI, _ ..., of the GhezzI & Brian strIlng boutique responsible for the creation of . . . . . . GuzzI hot rods, Including the Furia (pIctured). To cast your vote, log on to http://www.cyclenews.com. Who will win the opening round of the 2SDcc National Motocross Championship at Glen Helen on May I I? A. Greg Albertyn F. Grant Langston B. Ricky Carmichael G. Mike L Rocco r. Tim Ferry H_ Ezra ~L~u~5.~==. D. Ernesto Fonseca ;to Travis as rana E, Sean Hamblin J. TraVIS reston cue •• n e _ S • MAY 7, 2003 3

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