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Good News For Fans Of Italian Motorcycles: Harley-Davidson Sells MV Augusta

Posted in Corner Carvers, General, Harley Davidson, Motorcycle, Newsworthy by Kurt Ernst | August 8th, 2010 | 2 Responses |

2010 MV Augusta F4

It’s official: MV Augusta has escaped the fate of Buell Motorcycles, and has been sold to Claudio Castiglioni and MV Augusta Motor Holding, S.r.l. In case you’ve been keeping track of the über sexy Italian brand, this is indeed the same Claudio Castiglioni that sold MV Augusta to Harley-Davidson back in 2008, before the global financial meltdown.

Castiglioni has remained tied to the brand, serving as chairman of MV Augusta under Harley-Davidson’s ownership. No details were released on the sale price, although Autoblog indicates that it was symbolic exchange of €1.0.

Critics (myself included) never fully understood what Harley Davidson had hoped to achieve with their 2008 purchase of MV Augusta, which lacked marketing, distribution and sufficient dealer outlets in the United States. The sale now allows Harley-Davidson to focus solely on their domestically produced motorcycles, parts and accessories.

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2 Responses

  1. Mark says:

    uh, nice wording at the end. “to focus solely on their domestically produced motorcycles, parts and accessories. ”

    Yes, they are domestically “produced”. 40-60% of the individual components (rims, shocks, carbs/throttle bodies, etc) are NOT made in the USA. It’s a global market baby and parts come from all over. Sure, some are because they can be made cheaper elsewhere (but HD will still profit highly from you the same), but most are because they haven’t figured out how to make them right themselves.

    The “comma” after “motorcycles” must be there to change the subject, as HD does not produce most of its parts and accessories. It gets them made cheap overseas, aka China, but does not allow the labels to say so. HD makes a ton of profit selling their motorcycle, then the parts and trademark accessories. Somehow owning a HD seems to be like a drug… use it, get hooked, need more. I myself do not understand it…

    You failed to mention focusing on … maintenance of the motorcycles. Own a HD? Be a mechanic, or be able to afford one. Not unlike owning a BMW or Merc car.

  2. Kurt says:

    Mark, you nailed the whole Harley mystique. One of the reasons that Buell motorcycles weren’t embraced by Harley dealers was follow up sales: sell a Buell, and chances are you’ll only see the customer for service appointments. Sell a Sportster at a comparable price, and you’ll see the customer back for a couple thousand dollars worth of chrome farkles.