MV Agusta Enters Chinese Market

The Varese manufacturer seems to be on top of its game lately, having decided to conquer new markets this year. Canada, Australia and Brazil are just a few of the markets that MV Agusta made its presence felt so far, and are soon to be followed by China, the Italian brand revealed recently.

“MV Agusta is proceeding with its expansion and is entering into the country that represents the world’s largest motorcycle market,” a company statement reads.

It all happened during the Eicma China Motorcycle Show, which took place last week at the Beijing Fair, MV Agusta and Lifan Industry Co. Ltd signed a letter of intent and announced that the Chinese Group will become the distributor for the historic Italian manufacturer in this very important Asiatic market.

China, in terms of development potential, represents the most dynamic and interesting marketplace for motorcycles. It is currently in expansion with a very strong outlook for the next 5 years, especially the high-end segment of the motorcycle market.

Lifan, a society that has been listed on the Shanghai stock exchange since 2010 with annual sales of 6,771 billion Yuan (750 million Euros), will distribute the MV Agusta models in the Chinese market beginning by the end of 2011 through a network of high-end dealers. The first objective is to realize an efficient sales network by the end of 2013 with showrooms in all of the main Chinese cities.

“Distributing the MV models through a prestigious society like Lifan ensures that we will enter into this very important market with a very strong commercial partner at our side, respecting the Chinese culture, mentality and laws,” stated Umberto Uccelli, the Commercial Director of MV Agusta.