MV Agusta CEO Luca Martin, MV Agusta growth plan 2025, MV Agusta news, Italian motorcycle brands, MV Agusta strategy
MV Agusta Has a Plan — And It’s Not Just “Look Sexy, Sound Loud”
If you thought MV Agusta’s only business strategy was “make motorcycles so beautiful they cause spontaneous weeping,” well… you weren’t completely wrong. But under the sharp new leadership of CEO Luca Martin, the iconic Italian brand is shifting gears — and not just into first for a loud, dramatic launch.
Martin has rolled out a growth strategy for 2025 and beyond that actually includes things like production planning, dealer support, and even making bikes people can buy without bribing a boutique salesman with espresso and gelato. Wild times.
Who Is Luca Martin, and Why Is He Wearing That Suit So Well?
Before joining MV Agusta, Luca Martin wasn’t just loitering around Lake Como in leather. He’s a seasoned exec with a history at KTM (aka “the Austrians who like orange way too much”), and he’s known for blending passion with business acumen. In other words, he’s the kind of guy who can appreciate fine Italian machinery and a balanced budget spreadsheet.
He stepped into the CEO role like a MotoGP rider takes turn 1 — aggressively, confidently, and with just a hint of tire smoke.
So… What’s the Actual Plan?
Let’s break it down. Because “make sexy bikes and pray” isn’t cutting it anymore, even in Italy.
1. Stabilize Production
MV Agusta has long been known for making motorcycles that look like art, and are about as available as a Banksy original. Martin wants to change that. More consistent production, tighter supply chains, and dare we say it… reliability?
He didn’t specifically mention fewer “electrical mysteries,” but we’re reading between the lines here.
2. Expand the Lineup (Without Selling Out)
MV’s lineup has traditionally been the motorcycling equivalent of haute couture. Martin’s plan includes expanding the range — think more middleweight models, maybe an entry-level dream machine that doesn’t require a second mortgage. (MV Agusta Ninja 400 rival? Don’t laugh… yet.)
But fear not, purists: there’s no plan to release a scooter. Yet.
3. Improve Dealer & Service Network
Historically, owning an MV Agusta has required:
- Mechanical skills,
- A good relationship with your dealer,
- And a strong therapist.
Luca Martin says this is changing. More global dealers, better parts availability, and actual customer service! In the words of every MV owner who’s ever waited six months for a valve cover: “I’ll believe it when I see it.”
4. Global Growth, But Keep It Italian
MV Agusta isn’t trying to become Honda. (Their espresso machines would never allow it.) But under Martin, they are pursuing international growth — especially in the U.S. and Asia. The idea? Sell more bikes without losing the soul of the brand. Expect limited editions, beautiful design, and bikes that still make you cry a little when you look at them. (In a good way.)
5. Electrification — With Style
Yes, MV is thinking about electric. But don’t expect a generic e-scooter with a logo slapped on it. If they do go electric, Martin promises it’ll be “performance-focused, beautifully designed, and unmistakably MV.”
Translation: If you’re going to ride an e-motorcycle, it better look like it belongs on a Milan runway and sound like… well, something cooler than a Dyson.
Can He Actually Pull It Off?
Honestly? It looks promising.
KTM’s involvement (via strategic partnership) gives MV access to real manufacturing muscle. Martin’s background in operational efficiency could mean fewer “diva moments” from MV’s machines. And the brand’s design team is still knocking it out of the park like it’s San Siro on derby day.
If Martin can balance growth with identity, MV Agusta might finally become the motorcycle brand people can actually own — not just dream about on Instagram.
Final Thoughts: MV Agusta’s Future Looks Fast and Surprisingly Functional
For a company that has historically prioritized passion over process, Luca Martin’s plan could mark the start of a new chapter — one where you can get a Brutale 800 that runs beautifully, comes with a warranty that actually works, and doesn’t involve begging an Italian mechanic named Gianni for mercy.
So here’s to MV Agusta: May they grow smarter without losing their signature chaos.
