In this exclusive interview, Giovanni Castiglioni talks about the iconic MV Agusta motorcycle and the company’s promising future following the acquisition of the MV Agusta Group by yet another prodigy, Harley-Davidson, Inc. Within the world of motorbikes, this buy out is considered to be one of the most significant couplings of the last 30 years. As head of both marketing and communication, Castiglioni, son of the company’s president, Claudio Castiglioni, has been given more than his fair share of work to handle. He not only has to ensure the prestigious name of MV Agusta continues to transcend global cultures, but he also shoulders a heavy responsibility in maintaining its legendary image. Among his multi-functional responsibilities, Castiglioni manages the company’s public image, merchandising, spare parts and accessories.
Mario Najm MV Agusta is a household name in the world of motorcycles. Could you tell us more about the company and its history?
Giovanni Castiglioni Today, MV Agusta is part of Harley-Davidson, Inc. Count Giovanni Agusta founded the company in 1907. Back then, it manufactured both civilian and military helicopters, in addition to motorcycles. In fact, at the time the motorcycle division was more of a hobby than a proper business. But that all changed between the 1920s and early 1970s when his son, Domenico Agusta, turned it into a thriving business. When Domenico died in the early 1970s, the company began to spiral downwards until it finally went bankrupt. Nevertheless, from its inception, MV Agusta won 37 motorcycle-racing world championships, making it the only motorcycle company in the world to have secured so many wins. Its most famous rider was Giacomo Agostini - the all-time leader in victories with 15 world titles. Since then, only Valentino Rossi has come close to Agostini, with eight world titles.
What happened next?
Well, in the 1990s my family acquired the company. And when we took over, there were other brands in the group to focus on such as Ducati, Husqvarna and Cagiva. So, the motorcycle brand was shelved until we decided to re-launch it in 1997. That year witnessed the rebirth of MV Agusta with the F4 model. Two years later, we launched the Brutale.
What models have been your most successful, and why? Any personal favourites?
The Brutale. It is a “raw” model and the most successful in its segment. And yes, it is also my personal favourite. Although the F4 is much sportier, the Brutale is easier and more fun to ride on a daily basis.
Many experts and enthusiasts feel the MV Agusta is the ‘Bike of the century’. What’s your take on this?
I believe the MV Agusta is a bike that history will remember. The re-launch of the F4 model attests to its enduring success. It has been showcased in museums, including the Museum of Modern Art, and it has won many accolades for ‘Bike of the Year’ as well as many other awards. Today, with the financial support of Harley-Davidson, we have a good launching pad to embark on even more ambitious developments.
Are MV Agusta motorcycles still competing on international racing circuits?
For now, we are not racing in the main categories such as the SuperBike or MotoGP, because of our internal philosophy: we don’t have to race to be famous. Our strength lies in our rich heritage, and we believe the road to greater success should be based on the company’s image by concentrating on manufacturing and developing motorcycles that are even more impressive.
Many stars such as Brad Pitt, Angelina Jolie, Michael Jordan, Peter Fonda and Tom Cruise own various models of your motorcycles. How does that feel?
It’s a great, great feeling. We always do our best to produce outstanding motorcycles, and with international stars owning our products, it proves that we are doing a good job.
Apart from producing world-class motorcycles, why have you expanded your production line to include JeanRichard watches, for example? What other products do you endorse?
We try to liaise with top brands. Presently, we have corporate licenses with JeanRichard watches, and we create a line of watches with them that have a market value of about 5,000 to 6,000 Euros and upwards. We tend to endorse brands that complement MV Agusta. That’s why we are also into the manufacturing of leather with the Trussardi Leather Company, for example.
Moving into the future, where do you see MV Agusta in the 21st Century?
Actually, MV Agusta is invested in heavily, and we have many premium products in the pipeline for the 21st century. We see the trademark becoming a truly niche brand in the future. We are presently increasing production but still maintaining our high standards and advanced technology.
How much would an average motorcycle of yours cost on today’s market? Where are the motorcycles manufactured?
Well, our two main products at the entry level start at 15,000 Euros (21,000 USD), and standard production motorcycles start at 21,000 or 22,000 Euros (30,000 USD), but our special limited edition motorcycles can cost up to 100,000 Euros (140,000 USD), which makes them the most expensive motorcycles every built. Normally, all our motorcycles are manufactured in Italy, and we produce about 5,000 units of standard production motorcycles per year. But, when we talk of limited edition motorcycles, we only produce 100 units.
With the world reeling from the financial crisis, do you perceive a negative effect on the future of motorcycle racing and subsequent sales? In your opinion, will the current recession affect the demand for your motorcycles in the short-term?
To be honest with you, our business has not been affected. We feel the crisis, but not as much as our competitors do as, for example, Japan. Our product is a premium and not a mass-market brand, so we didn’t suffer as much. Even though the orders were slightly lower this year, we are still doing very well. The high standard of our product has helped us survive this on-going crisis.
With concerns over global warming at the forefront of agendas everywhere, how ‘green’ are your current designs, and how are you going about making them even more ‘green’ in the future?
In our strategy, we make it a point to manufacture a fast, ‘green’ superbike, using outstanding technology whilst also focusing on being as ‘green’ as possible by complying with international standards and European legislation. We will always comply with the European Awards Standards, but if you ask me, “Will you manufacture an electric bike”? My answer would be, “No, we won’t. Never,” We are, and will remain, the Ferrari of the motorcycle world. And Ferraris don’t go electric. Do they?
Are you present in the Middle East?
We are currently reviewing this option. We have clients and importers in Abu Dhabi and Dubai, and we are planning to expand in those markets. We are also not present in Beirut, but we hope to be soon. We sell many motorcycles to Middle Eastern customers, but most of them live in London, New York and around the world.
www.mvagusta.it
