December 25, 2017 • Volume 20, Number 1 • $3.99 www .powe rsp orts business.com BUSINESS INSPIRING SUCCESS THROUGH MARKET INTELLIGENCE Big plans ahead for MV Agosta in U.S. such as Royal Enfield, and Gas Gas, MV USA LLC, to discuss the 's New distributor foresees 'best among others, in his native Australia. future in the U.S. chapter yet' for Italian brand In addition to being one of the key distributors for the he POWERSPORTS BUSINESS: Congratu­ The MV Agusta spread at EICMA in represents, he also heads an asset finance lations on the new acquisition. Based on the annually brings a 'Wow!' factor that can only be company and a property development com­ buzzaround the MV booth here at EICMA, it experienced by those on site. pany in Australia. seems like a good time to be on board. It's with that same amount of excitement More recently, he launched a technology and enthusiasm thatjoseph Elasmar has taken company that has developed proprietary JOSEPH ELASMAR: It's an exciting time over the distributorship of the storied Italian software for the automotive industry that to be involved with MV Agusta as the suc­ brand in the U.S. and Canada. Elasmar doubles will be launched into dealerships across cessful recapitalization has just been com­ as CEO of Urban Motor Group, the distributor North America in early 2018. pleted, which means more new models in Powers orts Business The 2018 MVAgusta Brutale Dragster 800 is powered in Australia and New Zealand forMV Agusta. p editor in chief Dave the lineup along with significant technical by a 798cc, inline three-cylinder engine. Photo courtesy He also handles some distribution for brands McMahon caught up with Elasmar, CEO of See MV Agusta, Page 20 ofMVAgusta this area andis now focused on supporting us to announce in first half of 2018. to deliver just that. •MVAGUSTACONTINUED FROM COVER PSB: That sounds like a nice PSB: What will the geographic footprint future for MV dealers. And look­ updates that swill result in a comprehensive look like in the U.S. for your company? ing around here at the booth and premium range of for 2018. the amazing motorcycles being We are releasing some of the most desirable JE: At the moment we have offices in Penn­ launched, the product lineup has bikes in the world and focusing on the high-end sylvania and also California, with distribution to be appealing to a prospective product pipeline for clients seeking something facilitiesin both New Jersey and more recently dealer, right? more, and we're so grateful to be a part of what in California. In addition, we also have staff is set to be the bestchapter yet for MV Agusta. based out ofAtlanta, Wisconsin and New York, JE: They are incredible, aren't they? which gives us greater flexibility as a company. For me, coming here to and seeing the PSB: I know you've had great success with Of course having operations in Australia and RVS#l for the first time in the flesh the brand in Australia and New Zealand. New Zealand allows us to make greater invest­ really surpassed my expectations, as I How did the U.S. distributorship evolve? ments in certain areas for the future with the was already seriously impressed by this economies of scale allowing to do things more bike with what I had seen on screens The RVS#1 already has orders being placed from U.S. dealers. It's expected to arrive in the U.S. in Q1 2018. It's the most power­ JE: Personally, I had been planning to enter globally rather than just locally when required. and in print. The longer I stared at it, ful bike within the MVthree-cylinder range, boasting 150 horse­ the U.S. market for quite some time. l actu­ the more detail I kept noticing, with power. Photo courtesy of MVAgusta ally spent a bit of time there in 2013 and set PSB: How many dealers do you have now every part of the bike having so much up a U.S. company, arranged staff, ware­ in the U.S. and how many will you be look­ attention to detail applied. It quickly reminded and improved supply chain partners and the housing, etc., but due to a change in family ing to add? me why MV is unlike any other motorcycle introduction of the updated Euro 4 platform circumstances, I had to delay the launch brand and the tagline 'Motorcycle Art' stands will see improved durability, reliability and plan. So it has always been part of the over­ JE: At the moment there are several new deal­ so true for this brand. This model has also seen among all, an exceptional riding experience all plan for me and at the start of 2017 after ership requests for the brand across USA and some great uptake in USA with many orders with many technical updates to electronics, almost a year of discussion, planning, persis­ Canada, which in some case are still being already being placed for this model, which is engine/gearbox and chassis. tence and proven results in other markets, evaluated. Some of these are proposals for new expected to arrive in Ql 2018 for those on order. We will also see a significant increase in Urban Motor Group officiallyacquired MV stores but our immediate focusis to strengthen And of course the F4 LH44 i.s absolutely online exposure and our attendance at events Agusta USA LLC for North America. and better serve the existing dealer network, stunning, seeing the paintwork in the flesh really with the intention to also consider a roadshow while also rolling out new service and product made tltls bike stand out. Once again we have mid-2018. With this in mind, we will be work­ PSB: What kind of plans do you foresee training programs so dealers are well informed seen our allocation on this model almost sold out ing to engage our clients more frequently for for the brand in the U.S.? on all that relates to MV, including the new and and is also expected to arrive in Ql 2018. rides which is something else we hope to see revised 2018 range,allowing them to best serve Then we have the new Dragster RC that was introduced in 2018. We can only thank our JE: There is a clear need for the USA to be the current and future customer base. the other key highlight, as this motorcycle looks clients and dealers for being patient with us in the key market for MV Agusta, and in order For the most part of 2017 we spent much the part in every way and also comes with all the past and look forward to working to exceed to achieve this, it requires a strong focused time evaluating the dealer network and have the extras you could want for a limited edition expectations in the future with the committed team to take it to the level it deserves. The now begun the process of appointing deal­ motorcycle withpricing in range. In my opinion, and passionate team we have in North America. factory has a clear focus on building luxury ers within some of the key areas. Our current this will be one of the most sought after MV motorcycles that are dealer network size in the U.S. is approximately Agusta motorcycles for 2018 in North America. PSB: When will U.S. dealers be expecting superior in technology 40 dealers with another five dealers scheduled to see 2018 models that we're looking at and design, while main­ to be onboard by the year's end, in time for the PSB: It's no secret that MV has gone here in Milan? taining the hand-built­ MY18 range arrivals. through its share of iterations in recent in- approach, which years. How does the most recent restruc­ JE: The 2018 models have now just begun to is where we see the com­ PSB: It's been quite an eventful 2017 for turing favor North American operations, in arrive at dealerships across the U.S., with most petitive edge for those you, with getting the business launched. particularthe dealers? of. the model range arriving before Christmas, looking for something What plans do you have for2018? including the new Dragster RC and F3 RC more in a motorcycle. JE: First and foremost we are now in the midst models. We also have the new Euro4 models, We have a clear under- JOSEPH ELASMAR JE: Next year we will continue developing of seeing significant changes and improvement all arriving which have seen a raft of updates.To standing on what needs to be done in terms and expanding the dealer network to improve in the aftersales department in Italy, market­ celebrate the completion of the restructure and of bringing products of distinction to market customer accessibility to our motorcycles ing and product development, which all flows introduction of the Euro4 versions, all 3-cylin­ with a focus on strengthening dealer network, and service centers, with the ofreaching through to us in North America, making for der Euro4 models retailed after Nov. 1, 2017, further improving aftersales and offering a a network size of 55 dealers across the U.S. a greater overall experience. Parts delivery now have a three-year, factory-backed unlimited unique customer experience which is our key and 10 dealers in Canada. In addition, we are time and fulfillment are a key area of focus mileage warranty along with roadside assistance objective for USA moving forward. In saying also working through plans to launch flagship and improvement and are now starting to also being part of our commitment to improving this, the factory has recognized our ability in stores in some key locations that we anticipate flow through. This combined with stabilized the overall ownership experience. P s B