MV Agusta: new brand strategy on American soil [PHOTO]

MV Agusta Motor SpA and the American branch, MV Agusta USA LLC, have established a new brand strategy to develop the brand's potential overseas. MV Agusta USA LLC, led by Christian Henderson, will also have to deal with an expanded range of customer services and support the dealer network, as reported.

Information

Timur Sardarov, CEO MV Agusta Motor SpA, underlined on the occasion the importance of strengthening a presence in the American panorama as “fundamental part” of the brand strategy. “I am happy to have Christian leading our operations in that region. With his experience, his always forward analytical thinking and his authentic passion for motorcycles, I am sure that he will brilliantly complete the mission we have entrusted to him. As we officially welcome him to the team, I wish him every success.”

Christian Henderson himself, Managing Director AMERICAS highlighted his satisfaction with joining the MV Agusta team: “To push this iconic brand to new heights in the Americas, I will focus on brand awareness and the MV Agusta Experience experienced by customers, but also by dealers. My goal is for MV Agusta to become the number one brand in each of our dealerships, while remaining premium and aspirational.”

The team MV Agusta AMERICAS it will be focused on increasing presence and brand awareness in the United States, Canada and in the LATAM (Latin America) context, aiming to position the brand as a premier brand from a quality point of view. Among the first things, the aim is to develop a high-level support network, the use of new marketing techniques and the introduction of new models and services to define an interesting customer experience.
American motorcycle industry expert Christian Henderson joins the MV Agusta USA team as Managing Director AMERICAS, effective May 3, 2021. With extensive sales experience gained over the years with multiple motorcycle brands, he will lead MV's global change Agusta in the American market, as indicated.

Photo: MV Agusta