Italy’s superbike MV Agusta forays into Indian market


Italian superbike brand MV Agusta – which is part owned by Mercedes Benz has entered the Indian market in partnership with the Pune based Kinetic group with the launch of three luxury bikes priced between Rs 16.78 lakh to Rs 35.71 lakh.

The launch of these bikes marks the re-entry of the Kinetic Group into the two wheeler business which it has sold to Mahindra and Mahindra nearly 8 years ago.

While two bikes–the F4 and Brutale 1090–are being brought in as fully built units, the F3 800 will be assembled from semi-knocked down kits at Kinetic Engineering’s plant in Ahmednagar. A fourth bike – the Brutale 800 – is currently undergoing homologation and is due to be introduced, also as a SKD model, in early 2017.The company has set itself a target of 10% market share of the superbike segment priced above Rs 15 lakh in India. The company will be competing against super sports bikes such as Ducati and Triumph at the higher end.

The Kinetic Group will be assembling some of these superbikes at its Ahmednagar factory, for which it has established a small assembly line with an investment of R5 crore. The kits will be imported in a semi-knocked down form and assembled at the factory. it will be marketed and distributed through its Motoroyale showrooms. Kinetic, which has entered into an exclusive marketing and distribution arrangement for India and Sri Lanka with the Italy-based Agusta brand, expects to sell around 300 units this year and grow to 600-700 units in the next two to three years. “This would represent around 10% market share in the Rs10-lakh plus bike segment that stands at 7,000-odd units, Ajinkya Firodia,” MD, MV Agusta India, said.

The bikes will be retailed through exclusive dealerships that are being set up under the new Motoroyale brand. The first of these sales, spares and service dealerships, is being launched in Pune, and will be followed by five more at Mumbai, Chennai, Bengaluru, Delhi and Hyderabad during the year. Another six will be set up next year, Judah Immanuel Sangaran, Far East country manager for MV Agusta Motor SpA, said.

“With a market of 14 million bikes, including 12,000 superbikes, India is an important market for Agusta, and we want to play here,” Sangaran said adding that the Italian brand planned to bring in bikes in every segment. The first showroom has been established in Pune. Later Motoroyale dealerships will be inaugurated in Ahmedabad, Bangalore, Chennai, Delhi and Mumbai.

Motoroyale showrooms will focus on sales, service, spares and after sales support for MV Agusta customers in India. In 2017, there are plans to add four showrooms.

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