Is this the bike that saves MV Agusta?

Italians seem to be pretty happy that MV Agusta is back in Italian hands, “where it belongs” according to Italian motorsport enthusiasts. Sadly, though, while Harley-Davidson gave MV a reprieve from an untimely death, it remains to be seen whether that temporary reprieve turns into a permanent salvation.  Hiring Massimo Bordi, who did fantastic work making Ducati successful, as MV’s new CEO is a good first step, but some of MV’s old problems are still there. Before the Harley purchase, MV produced fantastically expensive bikes in very small numbers.  Reliability problems were an issue, and troublesome one, as MV Agusta dealers were few and far between.  The slightest mechanical problem might keep an MV off the road for weeks or months while some arcane part was produced and shipped from Italy.

2011 MV Agusta F3 Spy Shot
2011 MV Agusta F3 Spy Shot

But that may be changing.  In an interview with the Italian web site Il Solo 24 Ore (Italian), MV’s new owner–or is that re-owner–Claudio Castiglioni, opens up about the bike he hopes will save the company.

Pictured at left is the brand new MV Agusta F3.  According to Castiglione, the F3 is powered by a 675cc triple, just like the Triumph Daytona 675.  This bike will come in a base model, as well as an upgraded “sport” model.

Where things get really interesting is that Castiglioni quotes a base model price of €9,000 ($11,520 at today’s exchange rate), and a price of around €10,500 ($13.440) for the sport edition. The actual price in US terms probably won’t reflect straight exchange rate calculations, however, so, we might see a price of around $10,000 here in the US.  They’re also planning an as yet unnamed Brutale-like model of this bike, which will probably go for somewhere in the vicinity of $9,000, pleasing the fans of naked bikes.

At that price point, the F3 seriously undercuts the $12,995 sticker price for the base model of the Ducati 848, and even puts it in direct competition with the Triumph Daytona’s MSRP of $10,000. With pricing at that level, Castiglioni hopes that MV can sell 10,000 of these bikes next year.

Having said that, it’s still an open question whether MV even has the capacity to produce 10,000 supersports in the next year. If they can–and they can sell them–then MV stands a good chance of not returning to it’s pre-2009 state of slowly running into the ground.

Author: Dale Franks

Dale Franks is the former host of The Business Day, ”a daily, four-hour business and financial news program on KMNY Radio in Los Angeles. From 2002-2004, he was a contributor on military and international affairs for TechCentralStation.com. Currently, he a publisher and editor of the monthly political journal The New Libertarian, as well as an editor of the popular web log, Q and O. Dale served as a military police officer in the United States Air Force from 1984 to 1993, in variety of assignments both in the United States and Europe, where he also was assigned to the staff of the Headquarters of Allied Forces Central Europe. In addition to broadcasting, writing, and speaking on various topics, Dale has also been a long-time technical training instructor on a variety of computer software and technology subjects. Dale has also long been involved with information technology as an accomplished web designer, programmer, and technologist, serving as the corporate knowledge specialist for Microsoft Outlook at SAIC, the nation's largest employee-owned corporation. Additionally, he is the author of a number of software user guides used for classroom training by one of Southern California’'s premier computer training and consulting firms. His book, SLACKERNOMICS: Basic Economics for People Who Find Economics Boring, is available from Barnes & Noble.

3 thoughts on “Is this the bike that saves MV Agusta?”

  1. An Agusta for less than 15K?
    Let’s see… Chrysler and Maserati got together produced a low-priced Maserati some years back didn’t they?
    How’d that turn out?
     

    1. Well, to be fair it wasn’t low-priced. It was essentially a $30,000 Le Baron, albeit with a 200hp engine.

      At the end of the day, no one was gonna shell out 30 grand for a Chrysler K car.

      Today, however, people do shell out 10k for supersports.

      1. Agreed, Dale.
        But what experience does Agusta have making bikes at that price point, and how will it compare to the competition?
        It’s  gonna be interesting.
        And speaking of Italian bikes,  I’ve just bought a Moto Guzzi… my first bike since I sold my 1100 Yamaha in ’83 and my first experience with Moto Guzzi. I’m grateful to be able to come here and read, then click your lins and begin to get back into the proper mental attitude.

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