Motorcycles

Italian Superbike Maker MV Agusta is Back in the Philippines. Why Did it Leave in the First Place?

The brand's new distributor says the kinks have been ironed out.
IMAGE Cyrian Agujo
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Returns are tricky. It’s like making a sequel for a blockbuster movie—you’ll never know if you’ll get the same reception as your first (see: Transformers). But in the case of some whose names carries too much history and heritage, you just know that they would always be welcomed with open arms. Case in point: luxury motorcycle maker MV Agusta, a brand that is making its much-awaited return to the Philippines. 

To those familiar with the legendary brand, MV Agusta needs no introduction. But a lot has happened in the Philippine motorcycle landscape since 2014, when MV Agusta was last seen in our shores, and now new challenges abound. During its relaunch party held in XYLO in Taguig last April 30, officials reminded everyone what made MV Agusta one of the most sought after bikes in the world.


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“This evening is all about rebirth—a renewed vow, a brand-new journey,” said Emmanuel Lu, CEO of Motostrada, MV Agusta’s new local distributor. “We believe that our commitment is not just about building motorcycles—it is, in fact, creating motorcycle art.”

Jaws dropped and cameras snapped non-stop at the sight of some of the brand’s flagship models such as the Brutale 800 (naked bike), the F3 (street-legal super sport), and the Turismo Veloce (luxury super touring). The best part is that MV Agusta’s other international models such as the Dragster 800 RR Pirelli and the 212hp F4 Claudio will also be available in the country soon.

“The bikes that you see on the MV Agusta website, you will be definitely be able to have it here. Every single model,” declared Judah Sangaran, MV Agusta’s head of sales for the Far East.

Why the legend left

So why did MV Agusta leave the country in the first place? As with other businesses, not everything was smooth-sailing for the Italian marque, with issues like after-sales service and sourcing of parts. All these, however, have been solved and rectified, according to Sangaran. And MV Agusta is more than ready to reclaim its place among the top luxury motorcycle brands in the country. 

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“We have tremendously improved the brand and the company,” said a confident Sangaran. “Spare parts supply and production of bikes is back to normal. We also have a whole range of bikes that are being produced.”


MV Agusta provided a festive atmosphere for guests at its relaunch party, with DJ and motorcycle enthusiast Sam YG as host and a mini light show to show off its gorgeous bikes. While sports bikes are often associated with younger riders with the need for speed, enthusiasts of all ages also checked out the new models.

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According to Michael Lu, marketing manager for MV Agusta, the variation in the crowd is similar to what MV Agusta is aiming for this time around, which is an image that goes beyond the absurd capabilities and horsepower on the spec sheet.

“This is a bike that not only looks good in your living room, but looks equally good on the road, as well,” said Lu.

For those interested in seeing one of these bikes in the metal, MV Agusta is preparing to open its newest showroom in Caloocan in the next few weeks. Here, customers can not only order new bikes, but can also have their purchases serviced. The company is also planning to put up a second flagship store in Manila before the end of the year.

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Cyrian Agujo
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