The world's most prestigious economic newspaper, Financial Times, in its issue of March 23, highlighted as a case study the amazing transformation experienced by MV Agusta. Benoit Leleux and Anne-Catrin Glemser economic experts have addressed the case of the Italian company with an analytical approach and determining the keys to success with the company, from a delicate situation of financial hardship due to the complexity of combining management several brands, takes a path of sustained growth and economic benefit.
In August 2010 Mr Claudio Castiglioni regains control of MV Agusta, acquired by Harley Davidson, the third time in 20 years that he intended to direct it again. As architect of the survival of mythical brands like Ducati, Castiglioni knew well the value of MV Agusta to become one of the most desired by real passionate about the bike worldwide European brands.
In the current context of economic crisis, everything turns against Cascina Costa brand, causing the sales dwindle year by year, reaching its peak when Claudio Castiglioni died in 2011. With his disappearance, Claudio Castiglioni, who and there were recruited key executives as Massimo Bordi, with whom he had to lift Ducati, then he gives the baton to his son Giovanni, who hogging a solid commercial preparation, enables him as Managing Director of MV Agusta.
His priority has been improving the state of your finances and comprehensive control of sales and operating capital, next to a thinning of structure. The company also fixed ambitious medium-term objectives: MV Agusta expected to sell more than 7,500 bikes in 2012, generating a total revenue of 75 mm. € with an operating profit of 10%. It also would link back to the competition. But the first major tangible change has been the creation of new three-cylinder bikes, more economical range: The new MV Agusta F3 and Brutale 675.
Distribution is another key. The Italian company grossed international representation, to focus on markets with the greatest potential as Australia, China, South Africa or Brazil. As a result, thanks to the good reception of sports naked Brutale F3 and B3 by the press and public, sales have accompanied in all markets, fully turning to your trading account.
The strategic change of MV Agusta is based on its revaluation as legendary brand. His future is to maintain the historical prestige of the brand, a firm commitment to high quality in the development of its products, along with a severe financial discipline to achieve temper the harsh impact of the economic crisis and keep alive his glorious legacy.
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