Name change and branding
According to Australian certification documents, MV Agusta will drop the “Lucky Explorer” or “LXP” branding in favor of “Enduro Veloce.” The move resolves some confusion, as the Adventure bikes were initially marketed as a new sub-brand of Lucky Explorers, rather than as MV Agusta models. With the new name and distinctive red color scheme, the 9.5 model is now clearly positioned as an MV Agusta, while being considered an off-road-oriented alternative to the more touring-oriented Turismo Veloce.
Return to the roots
The renaming also helps clarify possible ties to the Cagiva Elefant. Both MV Agusta and Ducati claim a connection to Cagiva. The change to “Enduro Veloce” puts this model in MV Agusta’s lineup of high-end performance bikes, akin to a “two-wheeled Range Rover.”
Color scheme and design
The first images of the Enduro Veloce entering production show the bike in a very MV Agusta-typical red. Despite the low resolution of the images, we can make out some details that point to an iconic design in red and silver with bronze accents.
Other models and market positioning
It is not the only model of MV Agusta that gets a new name, but the changes in the others are not so drastic. Interestingly, MV Agusta seems to be dialing back its liberal naming practices a bit. With the Enduro Veloce, MV Agusta is launching its first adventure bike that will highlight the brand’s off-road capabilities.
Production and availability
Despite delays and unclear production schedules, the 9.5 model is expected to go into production. The first 500 units of the Enduro Veloce are expected to be First Edition, possibly with added extras for early buyers, although this has not yet been confirmed.
Outlook
We are curious to see what MV Agusta will present at EICMA 2024. Meanwhile, MV Agusta has confirmed the presentation of the “Lucky Ecplorer 9.5 project” for EICMA 2023. Probably then under the new name.
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