It didn’t take long for the news to become officially official, but MV Agusta USA and MV Agusta Canada have come under new ownership, as the Italian brand attempts to relaunch itself in the North American market.

Heading the new efforts is Urban Moto Group, headed by Joseph Elasmar, who imports MV Agusta, Benelli, EBR, Royal Enfield, and other brands into Australia.

According to the their agreement, both MV Agusta and Urban Moto will co-develop the North America territories, with the aim of capitalizing on the region’s large market for big displacement motorcycles.

“We are very excited to build a successful relationship with Urban Moto Group as a new partner also overseeing and developing the presence of MV Agusta in the USA market,” said Giovanni Castiglioni. “MV Agusta CEO Urban Moto has a remarkable track record in delivering a strong dealership network, backed with excellent customer service and dealer support.”

We are very confident that with Urban Moto we will enter in a new era for MV Agusta in the States, invigorating sales and passion for our motorcycles. Along with the binding agreements signed with Black Ocean Group for a capital increase in MV Agusta, the reorganisation of the US market is another milestone in MV Agusta restructuring plan; our sole focus is clearly consolidating our leadership in the production of high end motorcycles under the MV Agusta brand, and the North American Market will play an important role in our future.”

According to the company’s press release, MV Agusta USA will continue to operate out of Pennsylvania, but will be opening a second office on the West Coast, in California.

The release is light on details for the Canadian market, though it is expected that MV Agusta USA will handle Canadian operations, but with boots on the ground in Canada as well.

Source: MV Agusta