Desperate times require desperate measures and MV Agusta Australia has just launched a “5-Day Flash Sale” with discounts up to $5000.
We don’t know how sales have been going for the brand as they no longer belong to the Federal Chamber of Automotive Industries which collates sales figures.
However, this move seems to indicate sales have been slow.
Italian motorcycle manufacturer MV Agusta has been known for importing design talent to make their undoubtedly beautiful machines and now they are adding some French flair.
Monaco Design Studio in Monte Carlo will now provide the Italian brand with some French styling for their limited-edition and one-off motorcycles.
“If there had to be one place where to take MV Agusta’s prestige and exclusivity one step further, it had to be Monaco, and (studio founder) Virginio Ferrari had to be the man at the helm,” Timur says.
“The launch of the Monaco Design Studio is only the due official recognition of Virginio’s extraordinary work in all these years. He and his team deserve every success in this exclusive venture.”
French and Italian flair
French and Italian flair: (from left) Kazuhito Shimizu, Virginio Ferrari and Alexandre Dauly
Despite the French location, Monaco Design Studio was founded by three-time Italian champion and World champion Virginio Ferrari who has had a long association with MV Agusta.
In 1994, he established Virginio Ferrari Racing, which in 1998 became the official MV Agusta importer in the Principality.
“In the mind of every biker, we find a desire for the personalisation of their motorcycle, so that it gets even closer to their absolute ideal,” Virginio says.
“Over 100 MV Agusta one-offs prepared by us for customers from all walks of life under the guidance of our designer Alexandre Dauly, have proven us right.”
MV Agusta, the masters of special editions, have produced another bespoke new naked after transferring the Serie Oro treatment onto the naked Brutale to produce the new Brutale 1000 RR. Some of these $52,190 machines have already touched down in Australia with the remainder expected to arrive over the following two months.
MV Agusta Brutale 1000 RR
Like the Brutale 1000 Serie Oro, the 1000 RR engine represents the most recent evolution of the in-line, four-cylinder MV Agusta design. This new version stands out for its significant redesign across all areas, and complete review of electronic-management parameters which are claimed to be greatly refined compared to previous versions.
MV Agusta Brutale 1000 RR
With 208 horsepower the Brutale RR matches Ducati’s new Streetfighter V4 for claimed power and almost matches the Ducati for claimed torque despite having a 105 cc deficit to the Ducati, 116.5 Nm for the MV and 123 Nm for the Ducati. The claimed dry weight figure for the MV is 186 kg versus the Ducati’s 180 kg.
MV Agusta Brutale 1000 RR
New dynamic cornering headlights with DRLs adorn the front of the Brutale RR.
Dynamic cornering headlights with DRLs
The fuel tank and tail cowling are also new for the RR and take a look at that pillion seat…
That is some pillion seat right there 🙂
The Serie Oro’s light carbon-fibre wheel rims have been replaced on the 1000 RR with forged aluminium components that feature a special design.
MV Agusta Brutale 1000 RR
The second generation 5” TFT display colour panel, with 800×480 pixel resolution, is the main interface between rider and the many customisable settings on the Brutale 1000 RR. Access to the numerous configuration menus is immediate via handlebar controls.
MV Agusta Brutale 1000 RR
Instrumentation allows Bluetooth connection with your smartphone to manage incoming calls, messages and music.
Cruise control is also included, very handy also on a hyper naked motorcycle like the 1000 RR. The dashboard allows optimal use of the many functions offered by the MV Ride navigation app.
MV Agusta Brutale 1000 RR
In true MV Agusta tradition, the frame on the new Brutale offers a highly evolved “mixed structure” with steel lattice and aluminium side plates. Semi-clip on handlebars reveal the bike’s sporty calling but MV states that they have worked hard to give the rider a comfortable riding position.
MV Agusta Brutale 1000 RR
Aerodynamic wings positioned beside the radiators improve down-force and add load to the front end, limiting lift at high speed.
MV Agusta Brutale 1000 RR
The chassis dimensions are identical to those of the Serie Oro: compact wheelbase of 1415 mm, with front wheel trail of 97 mm. The Öhlins Nix EC fork, with TIN surface treatment features electronic adjustment for damping while adjustment of the spring preload is manual.
MV Agusta Brutale 1000 RR
The same electronic management is offered by the Öhlins TTX rear shock absorber fixed to the aluminium single-sided swing arm and the Öhlins EC electronic steering damper, that continually adjusts on the basis of the bike’s speed and is fixed by supports specially designed for the new Brutale.
MV Agusta Brutale 1000 RR
The braking system is the same as the Serie Oro, with the prestigious Brembo Stylema front callipers, radial callipers and 320 mm diameter floating discs. The rear disc is 220 mm and is combined with a dual-piston calliper. Electronic management is assigned to the ABS Bosch 9 Plus system with Race Mode.
He continues with his two-part Facebook videos, telling fans and customers they are also planning a hi-tech scrambler model and a cruiser, following the successful path Ducati has taken in recent years.
2020 Ducati Diavel 1260 S
2020 Ducati Scrambler 1100 PRO
There are few details and no timeline, but it is interesting he would confirm these long-held rumours.
MVsay their washable “MV COVID mask”features a titanium nasal septum adjustment plate to “guarantee the (mask) from both breakage and oxidation by coming into contact with chemical agents and water”. We’re not sure what that means, but it does suggest it filters germs.
We have also seen the material used in other rider face masks and neck warmers as it protects against the cold and is strong enough to protect you from bugs and road detritus.
Face mask
But there is no guarantee this will protect you from coronavirus nor stop the spread to others if you are infected.
The MV logo is made from Italian calfskin and is sewn by hand.
The MV COVID mask is equipped with a water-repellent and cleansed TNT filter and N02 valves that can be dismantled to be washed and disinfected.
The mask is sewn with a 5-needle machine specially calibrated only and exclusively for this process.
Mask warning
R-PUR anti-pollution and anti-pollen motorcyclist face mask
This comes as doctors have issued a warning to riders about wearing surgical masks under full-face helmets.
They say proper surgical masks use a material to filter out particles before they enter the lungs and could provide too little oxygen and potentially causing the rider to faint.
The warning says riding can cause adrenalin to pump around the body, raising the heart rate and need for oxygen.
MV app
MV Ride app
The Italian company’s also just released their free MV Ride app for iPhone only.
It allows the rider to access saved maps and routes via the TFT dash and share with other MV riders.
To start, it is only available on models with the new 5.5-inch TFT screen: Brutale 1000 Serie Oro, a Brutale 1000 RR, a Superveloce 800 Serie Oro, or a Superveloce 800.
A 2015 US motorcycle industry study found that the availability of demo rides also improved customer satisfaction of dealerships.
The ninth annual Pied Piper Prospect Satisfaction Index (PSI) US Motorcycle Industry Benchmarking Study found that test rides were offered 63% of the time to mystery shoppers compared with 34% five years earlier.
It also found sales staff encouraged customers to sit on a bike 81% of the time, up from 70%.
A good dealer experience also translated to improved sales, with dealerships ranking in the top quarter selling 22% more motorcycles than dealerships in the bottom quarter.
It found Harley-Davidson, BMW and Ducati the most aggressive in offering test rides.
It is no coincidence that every Pied Piper study for the past decade or more has been led by those same three companies.
Aussie test rides
While there is no equivalent study in Australia, the results are perhaps indicative of strict global manufacturer training standards of dealer staff and attitudes to offering demo rides.
The lack of demo rides is one of the biggest complaints about dealerships we receive at MotorBikeWriter.com.
But many of these are for popular new models where demand outstrips supply and every bike that comes into the dealership is already sold.
Perhaps the most aggressive brands offering test rides in Australia are Harley-Davidson, BMW and Indian.
Harley not only offers test rides to licensed riders, but also offers a static ride to unlicensed riders with their Jump Start program.
It’s rare for any dealer to offer test rides of off-road or adventure bikes because of the risk of damage, but BMW even hosts annual GS demo ride days around the country.
And Indian throws in free fuel and accommodation on their weekend demo ride offers!
We only have our own experiences and anecdotes of readers to go on, but it seems Japanese brands are the worst at allowing test rides.
Maybe that has to do with complacency because they are the four biggest sellers.
Sales trends
But with sales crashing, distributors and dealers need to pick up their act.
It may cost more to have demo bikes available, but the results speak for themselves.
The motorcycle industry grapples with this basic sales technique.
Some dealers just see the cost of bike depreciation, fuel and staff time to take riders on escorted demo rides, rather than looking at long-term customer goodwill.
It also requires the manufacturers or importers to back them up with demo bikes and allow them to later sell them at a discount.
Riders see buying a bike as a lottery unless they can actually throw a leg over and feel the bike.
They need to evaluate the ergonomics for their body size, hear the noises, test the power and handling, and even feel the heat from the engine.
Have you ever been denied a demo ride? What did you do? Did you go elsewhere and buy the same bike or another brand? Leave your comments below.
MV Agusta has used their official Facebook page to unveil their latest limited-edition motorcycle, the Brutale 1000 RR Blue & White M.L.
The bike is based on the 208hp Brutale 1000 RR.
There is no word on pricing or availability but it appears to be an ultra-limited-edition of one only so it should be quite expensive!
As a gauge, the Brutale 1000 RR costs $A52,190 and the limited-edition Brutale 1000 RR Serie Oro is $A68,880.
They also have the limited-edition Rush 1000 based on the Brutale 1000 RR.
Rush 1000
There is also no word on pricing or availability of the Rush 1000.
Blue & White
The Facebook post shows the very first of this limited run, but they don’t say how many they will produce.
This is what they had to say on their page:
Our Senior Designer drew inspiration from various models built in the past using the blue and white colour scheme such as the Brutale 910R Italia which was a commemorative model produced to celebrate the Italian National Football Team winning the 2006 World Cup, additionally also from the Brutale 800 Italia of 2013 and the various versions of the Brutale America. The frame and swingarm plates came in a matte gold finishing as well as the forged aluminum rims with black inserts. This bike is truly the definition of a masterpiece. More stunning photos of this bike are yet to come!
At least the Blue & White M.L. is not as gaudy as the Brutale America!
We’ve lost count of the number of “limited-edition models” they have released in recent years as the company has struggled under financial constraints.
It sort of makes a mockery of the term “limited edition” when they produce so many.
Top of the range of limited-edition models was the $A125,012 Claudio F4 which pays homage to former company president Claudio Castiglioni.
MV Agusta will start the production of its Rush 1000 drag inspired naked bike in June this year. The first machines are expected to roll out of the Lake Varese hangars towards the end of the same month, ready for the well-heeled owners who pre-ordered their Rush 1000.
The MV Agusta Rush 1000 makes 208 horsepower
The mean looking Rush 1000 is powered by a 208 horsepower (212 hp with race kit fitted), 998 cc, in-line- four-cylinder engine. Maximum power is developed at a heady 13,000 rpm while the maximum torque of 116 Nm is reached at 11,000rpm.
Dry weight is 186 kg
Titanium con-rods swing the 79 mm pistons through a stroke of 50.9 mm.
MV Agusta Rush 1000
An eight-level traction control is aided by launch control and an EAS 2.1 two-way quick-shift and wheelie control system.
The Rush 1000 rides on fully electronically controlled Ohlins suspension
The twin-injector per cylinder fuel-injection system uses both Magneti Marelli and Mikuni components.
The MVride app allows you to tune the suspension and electronic rider aids
Öhlins Nix EC suspension units with electronic control and the aluminum and steel trellis frame are both adopted from the Brutale 1000 RR along with the Brembo Stylema calipers and the Bosch 9+ Race ABS.
Seat height is 845 mm
A 5-inch TFT dash includes bluetooth functionality for navigation mirroring from a smartphone. The MVride App can also be used to help tune the electronic suspenion and set-up the rider aids.
As an MV Agusta limited edition series, the Rush has many unique details such as the specially designed headlight unit, spoke front wheel, the minimalist rear subframe and passenger seat as well as the unique side exit exhausts.
A clean and minimalist tail
The livery of the MV Agusta Rush 1000 is shown in a dark metallic matt grey, Mamba red matt carbon and metallic bronze. The bodywork is a mix of carbon-fibre and thermoplastic.
An interesting feature of the Rush is the aerodynamic carbon-fibre rear wheel cover on the forged alloy rear rim to help emphasise the speed aspect of the machine. A design aspect that is reminiscent of the Gilera CX125.
Those short mufflers make a bold statement but there is no hiding that ugly pre-muffler beneath the machine
The optional Rush Racing Kit is composed of a light titanium dual exhaust silencer system with a dedicated carbon fiber cover and billet CNC machined inserts. It also includes an ECU tailored to the exhaust and tuned for maximum performance. Also included is a unique carbon fiber passenger seat cover.
At 186 kg dry the Rush 1000 is not particularly light for a naked bike but with the wizardry of electronic suspension and 208 horsepower to motivate it should provide a thrilling ride. At $62,490 ride away it damn well should do too…
MV Agusta Rush 1000
Timur Sardarov, CEO of MV Agusta Motors S.p.A.
“With the production of the Rush 1000 starting this coming June, we are right on track with respect to our 5 year industrial plan announced a few weeks ago. As we are breaking new ground in our expansion journey into new segments and new markets, MV Agusta will continue to produce amazing works of exclusive motorcycle art from its headquarters in Italy, remaining true to its heritage of performance, elegance and state-of-the art technology. I am sure this incredibly attractive model will meet the enthusiasm of the proud new owners.”
MV Agusta Rush 1000 Specifications
Engine – 998 cc in-line, four-cylinder
Compression Ratio – 13.4:1
Bore x Stroke – 79 x 50.9 mm
Max Power – 208 hp at 13,000 rpm
Max Torque – 116.5 Nm at 11,000 rpm
Induction – Magneti Marelli / Mikuni EFI
ECU – Eldor EM2.10
Front Suspension – Electronic Ohlins Nix EC (120 mm travel)
Rear Suspension – Electronic TTX (120 mm travel)
Front Brakes – Brembo Stylema four-piston calipers, 320 mm rotors
Rear Brake – Brembo twin-piston caliper, 220 mm rotor
The new MV Agusta Superveloce 800 will be available in matte black or traditional silver and red with a host of electronic rider aids, info and entertainment.
There is no word yet availability in Australia but they will cost $33,690, ride away.
However, we now know it will come in two colour choices, but not the black-and-red or plain white of the 300-run Serie Oro.
Serie Oro
Serie Oro
MV Agusta Design Director Adrian Morton says they listened to their “biggest critic” … customers!
“Following the presentation of the Superveloce 800 both the public and importers decided to accentuate the neo-retro theme,” he says.
The silver and red variant is the traditional MV Agustaracing scheme and includes gold wheels and frame inspired by their past race bikes.
The second colour variant is Metallic Carbon Black on the wheels and frame which is synonymous with the Formula1 racing of the ’70s.
MV Agusta Superveloce 800 tech specs
MV Agusta has also revealed more tech specs for the bike.
It shows the 798cc triple from the F3 has 108kW of power and 88Nm of torque.
There are also a host of rider aids and electronics including 5″ colour TFT instruments, cruise control, rear wheel lift mitigation, Bluetooth, GPS, App MVride for navigation mirroring, app-controlled engine and more.
There will also be a range of optional parts including Racing 3 exhaust, dedicated maps, carbonfibre rear mudguard, tracking and anti-theft protection, Serie Oro fuel cap with leather strap, rear seat cover and special aluminium rims.
MV Agusta Brutale 1000 RR
Face mask
R-PUR anti-pollution and anti-pollen motorcyclist face mask
MV Ride app
Rush 1000
MV Agusta Brutale America
Claudio F4 
MV Agusta Rush 1000
