Moto Guzzi signs McGregor

Scottish actor and self-confessed Guzzi aficionado Ewan McGregor is the new face of the Moto Guzzi California 1400 after the Italian company inked a deal with the motorcycle-loving movie star.

The new "My Bike, My Pride" global advertising campaign represents a first for a motorcycle brand says Moto Guzzi, "the first time that a Hollywood star of this calibre ... has joined forces with a motorcycle manufacturer for an advertising campaign."

Arriving in Australian dealerships from May, and priced from $21,990, the new California 1400 is powered by an air-cooled 1380cc V-twin that pumps out 96hp (71kW) and 120Nm of torque.

Moto Guzzi claims the partnership with Ewan McGregor is an "authentic one" that stems from "McGregor's passion for bikes and in particular for the 'eagle brand'."

McGregor owns several Guzzis, including a 1972 V7 Sport, 1974 V7 Eldorado and a 2001 V11 Tenni, and starred in two successful motorcycle adventure documentaries, Long Way Round and Long Way Down.

He is also recognisable from movies such as Trainspotting, Star Wars, Moulin Rouge, Black Hawk Down, The Island and Big Fish.

The new partnership's first fruit is a photo shoot with McGregor on the new Guzzi California 1400 (see images) which was shot in Western Australia. The campaigns reach will be extensive too, the Italian company admitting "the highest advertising budget ever allocated by the Piaggio Group for the Moto Guzzi brand".

Italian photographer Paolo Zambaldi used the fishing village of Lancelin, about 100km north of Perth, for the first day's shoot, followed by Fremantle and Perth on the second day. The company says it wanted to capture "the tough appeal exuded by the [California] Custom and the rugged motorcyclist in Ewan McGregor".

McGregor says he was pleased with the outcome of the advertising campaign, saying "I think we have really done something unique and great," and also praised the California 1400's response.

"I liked the new California 1400 straight away, from the first time I saw it. Then it surprised me when I rode it. It is from another planet... truly surprising!

"And this is coming from someone who knows Moto Guzzi, if you consider that my ten Moto Guzzis include models like the 1971 V7 Ambassador, the 1972 V7 Sport, the 1974 V7 Eldorado, the 2000 V11, the 2001 V11 Tenni, the 2009 California Vintage with a sidecar. And very soon a California 1400 Custom!"

Will Guzzi's high profile signing help sell more motorcycles? Have your say in the comments section below.