What General Manager of MV Agusta Luca Dovesi Said in Their Interview?

February 07, 2025

MV Agusta, the legendary Italian motorcycle brand, is undergoing a dramatic transformation. Once known for its racing dominance and breathtaking designs, the company has faced its fair share of turbulence. However, under the stewardship of Pierer Mobility AG—the powerhouse behind KTM, Husqvarna, and GasGas—MV Agusta is poised to redefine itself as the ultimate luxury motorcycle brand, particularly in the North American market.

The brand’s latest flagship, the 2024 MV Agusta Superveloce 1000 Serie Oro, is a testament to its commitment to craftsmanship. MV Agusta has always marketed itself as “motorcycle art,” and with machines like the Serie Oro, it’s easy to see why.

But beyond the stunning aesthetics, there’s a deeper mission: restoring MV Agusta’s reputation and making it a premier destination for high-end motorcycling. To understand this ambitious vision, we spoke with Luca Dovesi, General Manager of MV Agusta North America, who is leading the charge in reshaping the brand’s future in the U.S.

Overcoming the Challenges: Rebuilding MV Agusta’s Reputation

MV Agusta’s journey in North America hasn’t been smooth. The brand has had its ups and downs, with multiple ownership changes, inconsistent management, and a fragmented dealer network. Dovesi was candid about the challenges he and his team face.

“The biggest challenge is changing the perception of the brand. The reputation was damaged in the past due to bad management, poor customer experiences, and weak media presence. Unlike launching a new brand, where excitement is fresh, we have to undo past mistakes while building a future.”

Europe has remained a stronghold for MV Agusta, thanks to its Italian roots and a more centralized structure. However, in North America, the brand’s presence was disjointed. Dovesi is committed to rebuilding trust, strengthening the dealer network, and reintroducing MV Agusta as an aspirational yet attainable luxury brand.

The North American Expansion Strategy

One of the key steps in MV Agusta’s North American resurgence has been establishing a flagship store in Santa Monica, Los Angeles—a move that sets the standard for future expansions.

“This store represents our vision. It’s more than just a dealership; it’s an experience. We want customers to feel the Italian essence of MV Agusta, from the moment they step in until they ride off on their dream bike.”

Dovesi acknowledges that MV Agusta won’t have a flagship store in every state, but key metropolitan areas like New York, Miami, San Francisco, and Chicago could be next. The goal is to carefully select passionate dealers who understand the luxury segment, much like Victor Ruvalcaba of Moto Club California in Santa Monica—one of MV Agusta’s strongest allies in the U.S.

The MV Agusta Buying Experience: More Than Just a Transaction

Unlike mass-market brands, MV Agusta’s approach to sales is entirely different. Buying an MV Agusta isn’t about getting from Point A to Point B—it’s about passion, exclusivity, and emotion.

“Nobody needs a motorcycle. You buy an MV Agusta because you want one. In the U.S., riding isn’t about commuting—it’s about pleasure. Our customers want something unique, something that reflects their personality.”

The brand is working on a white-glove service for customers, including exclusive ownership perks, private factory tours, and curated events that extend beyond motorcycling into fashion, art, and luxury lifestyle. This approach echoes high-end car manufacturers like Ferrari and Aston Martin, solidifying MV Agusta’s place in the luxury segment.

Limited Editions: Striking the Right Balance

MV Agusta has long been known for its stunning limited-edition models, but in recent years, the brand produced so many special editions that it became difficult to track them all. Under Pierer Mobility’s guidance, MV Agusta is scaling back, ensuring that exclusivity remains meaningful.

“We’re keeping around 20-25% of our annual production as limited editions. This way, we maintain demand while ensuring that each model remains truly special.”

With a capped global production of 10,000 units per year, MV Agusta is doubling down on its artisanal approach—every bike is crafted with precision, making ownership an experience rather than just a purchase.

The Future of MV Agusta: Premium, Not Volume

A significant change under Pierer Mobility AG is the strategic decision to remain a premium, boutique manufacturer rather than chase high sales volumes. Unlike Ducati, which has expanded into various price brackets, MV Agusta is doubling down on high-end exclusivity.

“Stefan Pierer (CEO of Pierer Mobility AG) is focused on making MV Agusta the premier luxury motorcycle brand. That’s why he stated that no MV should be available for less than $27,200. We’re not in the business of making mass-market motorcycles—we’re crafting dreams on two wheels.”

There are no plans to introduce smaller-capacity models like a 600cc triple. Instead, MV Agusta will refine and elevate its three- and four-cylinder offerings, ensuring that every motorcycle meets the highest standards of performance and design.

MV Agusta Superveloce 800 (2020) Parts

Final Thoughts: A Brand on the Rise

With Pierer Mobility AG’s backing, MV Agusta has never been in a better position to reclaim its status as a premier luxury motorcycle brand. Under the leadership of Luca Dovesi and his team in North America, the company is making all the right moves—revitalizing its reputation, building a strong dealer network, and curating an ownership experience that goes beyond just riding.

For those seeking a motorcycle that embodies history, passion, and exclusivity, MV Agusta is on track to become the ultimate choice. And with its rebirth well underway, the future looks nothing short of spectacular.