Page 10 - August 2025 Edition

Motorsports Ambitions: Is MotoGP on the Horizon?

signaled intentions to adjust pricing
strategies and introduce financing
options, including PCP and HP
plans and five-year factory
warranties, now retroactive to
current owners.
Leadership, Identity & Brand
Philosophy
In a high-profile interview, Timur
Sardarov affirmed that MV Agusta
“does not need somebody else's
plan... We have a unique approach
to design and industrialisation.” He
e m p h a s i s e d o p e n n e s s t o
collaborations—but strictly on MV's
terms.

Luca Martin, MV's newly
a p p o i n t e d C E O , s p o k e o f
marketing lessons learned from
KTM—particularly about building
local market support via country
offices—and pledged to apply them
within MV's Italian DNA.
Supply Chain & Human Element
During the transition, KTM halted
payments to suppliers and
employees in late 2024, causing
p r o d u c t i o n d e l a y s . B u t b y
May–June 2025, MV had resumed
output with Euro 5+ homologated
bikes.

The workforce is operating under
an 80% solidarity plan, with
voluntary departure options. MV
has committed to preserving
At the heart of MV Agusta's future is
essential employee rights, with
a ground-up new model, with a Market Positioning: Premium,
executive pay scaled first if financial
staggering 99% of components Not Elite cuts became necessary.
all-new. It is slated for launch just MV's senior executives—Timur
before EICMA 2025 in Milan Sardarov and Luca Martin—are Motorsports Ambitions: Is
(November 2025), signalling a bold MotoGP on the Horizon?
redesign of the brand's core clear: they're avoiding low- For decades, MV Agusta has been
displacement, entry-level markets,
offerings. Simultaneously, MV is synonymous with racing legend.
deciding instead to focus on core
unveiling a next-generation segments where MV has heritage, Now, the brand is evaluating a
engine platform aimed at such as Brutale, Dragster, and return to MotoGP by 2027.
redefining hyper-performance in retro-inspired naked bikes. Discussions are underway with
the premium motorcycle segment. The forthcoming 921 S retro Dorna, and MV is considering
A prototype is expected alongside naked bike, based on the 1973 MV entering as a satellite team—using
the new model at EICMA KTM-derived engines under
Agusta 750 S, is expected to form license—as building an in-house
Beyond that, full range renewal is part of that renewal. While often
V4 platform would be prohibitively
planned through 2026, including previewed in concept form, this bike
expensive.
expansion into new segments is planned as a mainstream
Timur Sardarov put it plainly: “We
beyond MV's famed naked/mid- model—not just a limited edition.
displacement machines. either race in MotoGP or nothing.”
MV maintains exclusivity—but not But entering would likely require
unattainability. Executives have
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LHR Motorcycle Magazine Issue 16 AUGUST 2025