VOLUME ISSUE JULY , P107
a luxury brand, the transaction
comes at the end of the experi-
ence. Everything is about the
relationship. Why we should do
business with each other?
On the other brands, it's the
other way around. It's a transac-
tion. You enter, you ask how much
is the bike, can I get the financing?
Yes, or no? Then you buy. There's
no experience whatsoever.
So, an MV Agusta purchase is
an emotional one?
Yes, it is an emotional pur
-
chase. Remember, nobody
needs a bike. Sorry, but MV
included. Nobody needs a bike.
You buy one because you want
one. The culture of riding is not
commuting. It's about pleasure.
He's a great person to align
yourself with, especially because
of his history with Aprilia and
Italian models. I tend to find the
people that go into the Italian
space have a different mindset
to the people that run Yamaha
and Kawasaki dealerships.
When you sell a premium or
Places like New York, Miami,
Los Angeles, San Francisco, Chi
-
cago perhaps. Big, metropolitan
areas. It's not only about finding
a city, finding a space, and doing
it. You've got to have the people
to do it that love the project and
are committed to it. That's the
only way you can succeed. Our
dealer in Los Angeles is super
committed. He treats each and
every customer.
Who is the dealer?
The dealer is Victor Ruvalcaba
from Moto Club California in
Santa Monica. He also has an
Aprilia storefront. He's a great
guy. That's what we need. We
don't only need the location and
a beautiful space, we also need
the right people.
Is this the prettiest MV ever created?
Uniquely, in Europe, it's more
about commuting. In Europe, I
must find the best price, the best
value for money, with luggage so
I can commute from A to B every
day, the best fuel efficiency, and
all the characteristics I need. In the
U.S., you ride because you want to
ride, not because you need to.
