MV Agusta hits reset button in America

Italian manufacturer MV Agusta is launching a new brand strategy to develop its business in the United States, Canada and Latin America.

Established motorcycle industry professional, Christian Henderson, has joined the MV Agusta USA team as Managing Director, and brings extensive knowledge of the dealer business with key motorcycle brands.

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The brand is hoping to expand its range of services, enhance customer experience, and strengthen dealer support. The new strategy is designed to fully develop MV Agusta’s potential in the region.

According to a press release, the MV Agusta AMERICAS team will ‘concentrate on increasing its presence and brand awareness’, as well as establishing MV as the premier quality brand in all aspects of the business.

Part of the new brand strategy is to develop a premium support network, apply the latest business technology, and launch exciting new products and services to create a thrilling customer experience.

“Reinforcing our presence in such an important market as the AMERICAS is a key part of our strategic plan,” said MV Agusta CEO Timur Saradov. “I am glad Christian is leading our US operation, as he brings a wealth of experience and forward-thinking, one-step-ahead leadership to the team, on top of his passion for motorcycles.”

Henderson was also excited about MV’s new direction in America. “It is with great pleasure that I join the MV Agusta team,” he said. “My goal is for MV Agusta to become the premier brand in each of our dealerships while remaining premium and aspirational.”