Italian exotic motorcycle maker MV Agusta is aiming for new heights under new leadership. Company CEO Timur Sardarov revealed new details about the company’s ambitious model plans, including an updated F3.
Sardarov has been at the helm of the marque for 12 months now. In that time, he masterminded crucial remodels and new strategies that would bear fruit pretty soon. First off, he aims to shift MV Agusta’s image as a boutique low-volume motorcycle maker to a more mass-market brand. However, the new MV would not give up on its rich legacy and historic identity.
So far, the marque has kept busy co-developing a range of middleweight models in the 300-400cc segment with Loncin, a Chinese manufacturer. A host of new 500-600cc bikes is also on the cards to plug the gap to flagship models. However, MV Agusta isn’t waiting around to see if this new product onslaught helps them achieve 20,000 annual sales.
Even halo brands like Brutale, F3, and F4 will receive updates to keep the momentum going for MV. Timur Sardarov took to YouTube to establish a dialogue with owners and prospective buyers. In a two-part series, the CEO answered questions about current models and plans for the future. And here we get juicy details about upcoming MV bikes.
First off, the F3 will drop in 2021, replete with a new electronics package. A new F4 sportsbike is also under works, although it is a few years away. The F4 is special, because it will bring MV Agusta back to World SBK. In Sardarov’s own words, the F4 won’t “be just another superbike.” And no, MV won’t go down the V4 path like Aprilia or Ducati.
The Turismo Veloce is also up for a refresh. MV will fit it with a new 950cc engine to take on the Ducati Multistrada 950 and Triumph Tiger 900. The 950 motor will also power a new cruiser that will add to the MV range. Finally, MV will bring back Cagiva which will serve as an urban mobility brand focusing on sustainable transport. So that brings us to the moral of the story.
For too long, avid motorcyclists like you and I have been deprived of world-class motorcycles from the house of Agusta. That will no longer be the case, if Sardarov pulls off the turnaround. No more will we have to bite our own tongues in frustration that the firm would only unveil limited-edition bikes in single-digit production runs.
A slew of new models, return to motorsport, and targeting mass-market segments means that the hitherto ultra-exclusive (borderline snob) marque will become more accessible for all of us. Now who would like to see a Brutale 400 to take on the likes of KTM 390 Duke and Honda CB 300 R? Or maybe you’d swing a leg over a 600cc sportsbike that could wipe the smirk off the Aprilia RS 660‘s face?
Have a look at the interview below: