MV Agusta is one of the most iconic names in motorcycling—synonymous with Italian design, racing heritage, and exclusivity. But what does it take to bring that legacy to a market as vast and competitive as North America? In this episode, we sit down with Luca Dovesi, General Manager of MV Agusta North America, to talk about the brand’s challenges and opportunities on this side of the Atlantic. From strengthening the dealer network to embracing new technologies, and from building a passionate rider community to envisioning the brand’s future, Luca offers candid insights on what it means to lead a legendary company into its next chapter. Whether you’re an MV enthusiast, a fan of European motorcycles, or just curious about the business behind two wheels, this is a conversation you won’t want to miss. 00:00 Intro 01:45 Luca Dovesi Intro 02:48 What's the current state of MV Agusta? 05:28 Luca's background 08:44 What surprised you about the US market? 15:20 Balancing exclusivity with growing the brand 20:00 The current status of dealers/technicians/parts 26:50 What kind of ownership experience do you want new customers to have? 34:57 Advertisement 35:35 Differentiating MV from other heritage brands 38:34 Luca's favorite MV Agusta 40:37 MV, electrification, and adapting to future tech 43:40 How does MV connect with today's kids on e-bikes? 46:27 Favorite story from an owner 48:45 How to manage public perception when entering a new segment 51:00 Europe vs. USA 55:55 What gives you confidence in MV's financial stability? 01:01:42 What do you hope people say about MV in 5 years? 01:03:57 Rapid fire questions! 01:06:34 Advertisement