MV Agusta joins forces with Qianjiang
The new agreement will help raise the profile of the historic Italian brand in ChinaA new strategic partnership between MV Agusta and Qianjiang Motor (QJ-Motor) is anticipated to make MV Agusta the number one Italian motorcycle brand in China.
The historic Italian manufacturer has secured the services of the Chinese giant QJ-Motor to distribute its products via a number of flagship stores.
Qianjiang is no stranger to the international motorcycle landscape. The Chinese company is the owner of Benelli Motorcycles, and also recently entered into a partnership with American giant, Harley-Davidson.
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While the long-term agreement will initially focus on distribution, it is hoped the partnership will also help develop both companies on an ‘industrial’ and ‘collaboration’ front.
MV Agusta was first introduced to the Chinese market in collaboration with Fekon, but QJ will take over the 7 existing mono-brand dealerships and expand the sales network. An additional 21 MV Agusta stores are expected within 12 months, with the goal of ‘rapidly incrementing MV Agusta’s presence and visibility’ in the Chinese market.
“I am thrilled about this agreement with QJ for the second phase of our expansion into the Chinese market,” said MV Agusta CEO, Timur Sardarov. “It is a very ambitious long-term partnership that will make MV Agusta the number one Italian premium motorcycle brand in China in the next five years.”
Qianjiang Motor GM, Dongshao Guo was also pleased with the agreement. “We thank MV Agusta for choosing to establish a new strategic partnership with us,” he said. “MV Agusta is a world-famous brand with a long history, and is also an old friend and close partner of Qianjiang Motorcycle.”
MV Agusta isn’t the first European motorcycle market to make a major play in China. KTM is currently in a joint venture partnership with another Chinese giant, CFMoto. That partnership has resulted in a brand new manufacturing facility in Hangzhou, as well as a number of new models.
China is one of the world's biggest motorcycle markets, with over 15.5 million sales in 2018, and with an estimated 90 million motorcycles on Chinese roads.
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