- New pricing strategy with a focus on affordability
- Revised Brutale 800 entry-level model
- Planned retro sub-brand with its own three-cylinder engine
A fundamental change in strategy is intended to make MV Agusta a more broadly positioned manufacturer. After the company returned completely to the hands of its previous minority shareholders in the summer of 2025, the focus is now clearly on more realistic prices and a broader model structure.
Focus on new competitors
MV Agusta CEO Luca Martin describes the manufacturer’s future positioning in sober terms. In his view, luxury does not play a decisive role in the motorcycle world; rather, the brand should position itself as an industrial supplier on a par with European manufacturers such as Ducati, KTM, and Triumph.
The company has therefore begun to realign its pricing structure. The first step is the updated Brutale 800, which now meets the Euro5 Plus standard. The model is equipped with electronic lean angle sensors and has a power output of 111.5 hp (82 kW) at 11,000 rpm. The new price is €12,600 (approx. $13,750). It is intended to serve as an entry-level model into the three-cylinder world and appeal to new customers.
Planned expansion of the model families
The brand plans to clearly define its future structure across three platforms. The plans include a three-cylinder with 800 cubic centimeters, another with 950 cubic centimeters, and a four-cylinder with 1000 cubic centimeters. The Brutale 800 is to serve as the entry-level model, followed by an upcoming F3R. The Turismo Veloce is also set for a revamp.
Martin emphasizes that all of the models mentioned will be repositioned in terms of price in order to offer dealers better conditions for customer acquisition. The company has almost 250 sales locations worldwide. The adjustment of the pricing strategy is intended to further strengthen its international presence.
New retro sub-brand in preparation
In addition to modernizing its existing model series, MV Agusta is working on a standalone retro product line. The basis for this was originally the 921S concept, which was presented as a café racer with an inline engine. However, this approach has been revised.
According to Martin, the final model will no longer appear under the previous name and will belong to a new segment in the future, which will function as a separate sub-brand within the brand.
New three-cylinder base for retro family
Head of Development Federico Macario confirms that the earlier concept has now been significantly refined. The retro-oriented model series will no longer be powered by a four-cylinder engine. Instead, a dedicated three-cylinder configuration is being developed specifically for this segment. Within this new range, a small, neoclassical model family is to be created that deliberately sets itself apart from the sporty main series.
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