Harley-Davidson Completes Italian MV Agusta Group Acquisition

Harley-Davidson Inc. announced last Friday the completion of its 100% acquisition of Varese, Italy based MV Agusta Group, a privately-held Italian motorcycle maker for 70 million euros, or $108 million. With this acquisition, all the bank debt of approximately 45 million euros, or $69 million is satisfied. “We are thrilled to welcome the MV Agusta family of customers and employees into the Harley-Davidson family of premium motorcycle brands,” Jim Ziemer, Harley-Davidson’s chief executive officer, said in a news release. “Our primary focus with this acquisition is to grow our presence and enhance our position in Europe as a leader in fulfilling customers’ dreams, complementing the Harley-Davidson and Buell motorcycle families.” In conjunction with the acquisition, Harley-Davidson has appointed Matt Levatich as managing director of MV Agusta Group. Levatich, 43, joined Harley-Davidson in 1994 and has served in various roles including positions in Harley-Davidson Europe sales and marketing.

9 Responses to “Harley-Davidson Completes Italian MV Agusta Group Acquisition”

  1. 1 mike Aug 11th, 2008 at 10:19 am

    i had blogged in the past here and pondered the question of how harley is going to enter the wider market that youth can understand. this is a great move. im looking forward to harley crotch rocket bikes in the future. it has to happen for the long term of american made bikes.

  2. 2 Mike Lucas Aug 11th, 2008 at 10:25 am

    This is indeed good news but please, please, please leave MV Agusta’s design department independent. The best thing Harley can do is infuse them with capital, help them market and distribute, and leave them the hell alone. MV is not the Ferrari of motorcycles for nothing.

  3. 3 LJCABRERA Aug 11th, 2008 at 12:19 pm

    MV is more the lamborghini or bikes Ducati is the ferarri. 🙂

  4. 4 An Actual Customer Aug 11th, 2008 at 12:33 pm

    This is great news for Harley, but lets not kid oursleves, Harley will need to bring the cost of the bikes down to hit the target they are searching for. They should definately keep the ultra exclusive lines but in order to compete with Suzuki, Honda, Kawi and the likes, the prices need to come down.

  5. 5 Bassman Aug 11th, 2008 at 1:06 pm

    I think this is a good thing, for both companies. Harley needs to diversify its products, markets, and manufacturing; Augusta needs to keep moving forward with product design. I have a feeling that we’ll see an MV and a Buell with the same drivetrain; at the very least some parts sharing to reduce costs. You’ll never see an MV priced to compete with a Japanese sportbike, but they need to do better to compete with Ducati in the US.

    Also very nice to see an American company acquiring a foreign company – instead of the other way around.

  6. 6 Arie Aug 11th, 2008 at 1:12 pm

    Erik Buell just got kicked in the nuts. I wonder what Buell Motorcycles could have done with $100 millon…

  7. 7 mike Aug 11th, 2008 at 1:15 pm

    its sad that harley didnt stick it out with the motocross projects of the late 70’s. they could be up there with the other biggies. i can see it now. black and orange jet ski’s and snow mobiles. the older generation would eat it up and possible drag the younger ones into loving american products again.

  8. 8 Nicker Aug 12th, 2008 at 1:06 am


    “…. ultra exclusive [HD] lines …”

    HD looking to enter the MV market strikes me as being analogous to Gallo entering the High end wine market.

    Gallo must-a spent a Bezillion bux trying to get to shake their “screw-to-jug” image. I don’t think it ever really happened.


  9. 9 Nicker Aug 12th, 2008 at 1:07 am


    Make the “Screw-top-jug”


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Cyril Huze