Harley Davidson Acquires MV Agusta and Cagiva
- Thread starter Randy
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Murph
Well-known member
We saw this coming but, somehow, I'm still surprised.
It will be interesting to see how they strategically position the Buell and MV Agusta brands. Those bikes attract two completely different consumer segments but does Harley realize that? It seems to me that Harley's perception and positioning of the Buell brand is out-of-touch with how the rest of the world sees the brand. I can see Harley trying to position Buell in a way that compromises MV Agusta. Conversely, in trying to create synergies, will Harley "water down" the MV Agusta brand by giving some of its parts and nuances to Buell (and vice versa)? This will be an interesting acquisition to watch.
It will be interesting to see how they strategically position the Buell and MV Agusta brands. Those bikes attract two completely different consumer segments but does Harley realize that? It seems to me that Harley's perception and positioning of the Buell brand is out-of-touch with how the rest of the world sees the brand. I can see Harley trying to position Buell in a way that compromises MV Agusta. Conversely, in trying to create synergies, will Harley "water down" the MV Agusta brand by giving some of its parts and nuances to Buell (and vice versa)? This will be an interesting acquisition to watch.
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donaldb
Well-known member
I'm going to miss that premium exhaust note from the F4
They just wont be the same with that potato...potato note.
They just wont be the same with that potato...potato note.
skifrik
Well-known member
Too bad for them!!!!
twowheelnut
R.I.P. Our Motorcycling Friend
Give it 5 to 6 years. Harley will take it up the *** and dump it. Mark my words. 
The timing doesn't make sense to me. The dollar is a lot weaker against the euro. This would have been a smarter move 5 years ago.Give it 5 to 6 years. Harley will take it up the *** and dump it. Mark my words.
I agree with TWN though... watch this in 5 years. Buell has to be pissed...
old&slow
Well-known member
Does this mean that the F4 MV Agusta is going to sound like a John Deere tractor and not go anywhere fast ???? :yahoo:
Randy
Well-known member
I think it's a very smart move.
They are going to continue to operate out of Italy. As there are already selling outlets in Europe, and given the fact that HD is making a ton of Euro selling overseas, this gives them an opportunity to create a bigger storefront for each of the lines (HD and MV).
I equate the typical MV/Cagiva buyer to a Ferrari buyer - I'm gonna sink a bunch of money into my vehicle and buy lots of stuff that lets everyone know what I have. Not dissimilar to the H-D buyer. They'll push the hell out of the MV swag.
With Castiglioni and Tamburini still playing significant roles, I wouldn't hold your breath waiting for a potato-potato sounding MV.
They are going to continue to operate out of Italy. As there are already selling outlets in Europe, and given the fact that HD is making a ton of Euro selling overseas, this gives them an opportunity to create a bigger storefront for each of the lines (HD and MV).
I equate the typical MV/Cagiva buyer to a Ferrari buyer - I'm gonna sink a bunch of money into my vehicle and buy lots of stuff that lets everyone know what I have. Not dissimilar to the H-D buyer. They'll push the hell out of the MV swag.
With Castiglioni and Tamburini still playing significant roles, I wouldn't hold your breath waiting for a potato-potato sounding MV.
FZ/FJR Mike
Well-known member
Let's hope MV doesn't follow in same footsteps as Hardley's other Italian brand, Aermacchi. I'd still rather see HD buying them than the Chinese.
twowheelnut
R.I.P. Our Motorcycling Friend
donaldb
Well-known member
or better yet.........
F4 riders w/skid lids, chaps and tats.......
the new vogue harley rider.
full circle.
F4 riders w/skid lids, chaps and tats.......
the new vogue harley rider.
full circle.
uctofeej
Master of Random Thought
Agreed, this is more about growing HD's European market than anything to do with the US. Stateside, it can only be good for MV.
Show of hands... who has a Harley dealership within 75 miles of home? Yep, pretty much all of us. Okay, who has an MV Augusta dealership within 300 miles of home? I'd bet most of you don't... yet.
skifrik
Well-known member
I guess they had to do something with all that money they've been ripping american's off of!!!
Rogue
Well-known member
Well they have lots of $$ to do some good things there as long as they keep the stylists & engineers away.
9 miles
6 miles
teerex51
The Italian Scallion
Well, history repeats itself....
HD returns to Schiranna, near Varese (some 45 minutes away from my place), exactly 30 years after selling the Aermacchi motorbike factory to the very folks that have now avoided bankruptcy by selling off to HD. There's a signmaker in the village who's making a living out of painting over logos.
(Not that you can truly go bankrupt in Italy as long as Mr Taxpayer foots the bill. See the shining precedents set by the Fiat Group over the past 50 years and Alitalia Airlines for over a generation :angry03: Their HQ buildings brim over with dozens of impeccably-coifed, pinstriped managers who snort coke and give countless interviews to anyone who'll listen while the core business goes to hell in a handbasket. But the Guvmint promptly steps in declaring the company "of national interest". So Mr Joe Public, even though he flies Lufthansa and drives a French car, becomes part owner of a f*cked up airline and a hopeless car group).
The whole deal cost the Milwaukee people Euro 70M. Harley churned out in excess of 300,000 bikes last year against Agusta's measly 5,800 units. The Castiglioni Clan had been in financial trouble for ages, obtaining spare parts for their bikes was a nightmare and the Husqvarna brand was recently ceded to BMW.
MV Agusta have been building beautiful bikes and massive losses for years. HD have already teamed up with Aermacchi in the past when they were part of AMF. Hopefully they'll learn from past mistakes and pull MV Agusta out of the hole while preserving the unique traits of their bikes.
Stef
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odot
CC member # 17,----- DUP member # 7, mensa club m
Damn, rex.....is that how it works................
teerex51
The Italian Scallion
Hard to believe, huh?
Sorry bro, you weren't meant to find out this way....
Sorry bro, you weren't meant to find out this way....
odot
CC member # 17,----- DUP member # 7, mensa club m
Yeah, dude.....it's like walking in on skooterG and TWN getting it on...........
I just wasn't ready for it.
I just wasn't ready for it.
colin
Well-known member
well, it was coming. something was coming. Tata was another rumored frontrunner.
All in all, i'm happy with HD buying MV. I think they've got a lot of things that they could really offer from a business point of view. I think that Buell and MV is the most drama they'll have, but I think those are in different leagues (this is a bit subjective.....)
MV needed cash, their debt is tiny with regard to HDs revenue, so HD will have no trouble with that, USD/EUR rate or not being in favor.
I'm sure we'll see a new set of apparel and other marketing fun. but hey, i need some new t-shirts anyway....
-colin
All in all, i'm happy with HD buying MV. I think they've got a lot of things that they could really offer from a business point of view. I think that Buell and MV is the most drama they'll have, but I think those are in different leagues (this is a bit subjective.....)
MV needed cash, their debt is tiny with regard to HDs revenue, so HD will have no trouble with that, USD/EUR rate or not being in favor.
I'm sure we'll see a new set of apparel and other marketing fun. but hey, i need some new t-shirts anyway....
-colin
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