Cycle News is a weekly magazine that covers all aspects of motorcycling including Supercross, Motocross and MotoGP as well as new motorcycles
Issue link: https://magazine.cyclenews.com/i/1524627
VOLUME ISSUE JULY , P111 more premium on that technol- ogy level. We are not a volume- making company. We have a limited production capacity that soon will be reached. Our target is to arrive to 10,000. units That's physically where we have to stop, because the bikes are handmade. We cannot put two persons work - ing on the same component in faster time. At some point, we will reach our cap. Today, we could sell more by having an accessible entry- level motorcycle, yes. But we need to look at the future. Once we reach the 10,000 capacity globally, that's it. That's why you have to prepare the ground to play on the luxury side instead of the volume. Quality over quantity. What about moving into the second-hand market? Like with Mercedes for example, they do the certified pre-owned ve - hicles, as do many other manu- facturers. Is that something that MV is going to do? We are thinking about it. Unfortunately, today we can- not have the Kelly Blue Book because we haven't reached yet the minimum retail level. You need one or two thousand per bike to be in the Blue Book. We started months ago with the first trade-in program. You bring us back any bike, or your MV Agusta. We're going to give you a kicker, like $2500 etc. on top of the value of the bike to thank you for your loyalty. Of course, you've got to buy a new MV. If you take instead a Ducati, which is kind of a same field competitor alternative, then you're also going to get a kicker. people can afford such high- end products? It's not necessarily impossible to buy (an MV Agusta). That's why we need to let the people know that, yes, it's a desirable product; however, if you want, you can afford it today. Then you might ask yourself, "Can I afford $50,000?" Maybe that's going to be tomorrow! But we have already those customers. So, for the youngsters, we are trying to break down the barriers in terms of getting their hands on a bike. The smallest capacity MV Agusta makes is 800cc. Will there be a more entry-level bike? You were saying before you only make three-cylinders and four-cylinders. So, would there be a 600 three-cylinder? No. Moving forward, we're go - ing to shape the lineup to be even What else is there going to be as add-ons for the customer? In the future we have many pipelines. We are already work - ing on a loyalty program with different tiers, which allows you to get access to special editions if you have a portfolio already in our company. It gets you a private factory tour, private expe- rience, private dinner outside the motorcycle environment. That's the good thing about the brand. Being motorcycle art, it gives us the chance to play around the ecosystem on different things. We can talk about fashion. We can talk about art. We see what happens when we create this partnership. Therefore, we attract people in our tier one, top tier, that are not necessarily riders. What sort of financial pro - grams have you got in place so Leon Camier, WorldSBK, circa 2016. A lot of water has passed under the MV Agusta bridge since then.