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EICMA Debrief: MV Agusta’s Money, Management, & Motorcycles

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In our round-ups of the EICMA show of Milan, I am not sure if we have saved the best for last, but we certainly have saved the most important for last. There has been no shortage of news from MV Agusta this month already, and the Italian brand ran a skillful guerrilla campaign in Milan this year – a show that takes place in the company’s own backyard.

In this month alone, MV Agusta has announced a €40 million investment, a new CEO, a new four-cylinder platform, and a bevy of special edition models. Recently too, the iconic motorcycle brand has entered into the Moto2 World Championship, withdrawn from the World Superbike paddock, and positioned itself as the ultra-premium offering in the two-wheeled space.

So, what does this all mean? Well…we certainly have a lot to talk about.

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EICMA Debrief: Japan’s Juxtaposition

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Next up on our analysis of the EICMA show in Milan are the Japanese brands: Honda, Kawasaki, Suzuki, and Yamaha.

You can usually count on the Big Four to bring out some popular new bike launches and intriguing concepts to EICMA, and this year…well…the Japanese brands phoned it in, for the most part.

Before we get into Jensen’s complete feeling of disappointment, I first have to apologize because I failed you as a publisher. Much of the disappointment that comes from the INTERMOT and EICMA shows comes from the implications of the Euro5 emissions standards. As a publication, we should have prepared you  better for this reality, and we didn’t.

There is very little incentive right now for a motorcycle OEM to release a new model. Euro5 comes online for new models in 2020, and for existing models in 2021, which means that many of the motorcycle brands are holding onto their new bike launches for those model years.

As such, the 2019 model year is very much a “development year” for the industry. This doesn’t change the fact that the Japanese brands had a weak showing in Milan, especially compared to the Europeans, but at least it explains why…for the most part.

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