Augusta, equipped with a high-performance engine, has participated in numerous world-class competitions and achieved excellent results, but its sales in China are not impressive. Dismal sales, difficult capital turnover, and inventory backlogs have led to Augusta being in a state of applause and not being applauded, which shows that feelings cannot be eaten as meals.
Why does a brand that can beat Honda to the point where it doesn't dare to compete sell so badly? Why does a high-end brand that insists on art and perfection have a large backlog of inventory? Why did a perfectionist brand from the capital of pop begin to decline? Why is a top racing brand that is not a vase sold around? The origin of all this and listen to my analysis.
Positioning: Augusta's positioning since F3 has been more than just racing cars, but expensive artwork, design and shape and innate temperament, synonymous with the unreachable, and something that can only be viewed from a distance and cannot be played. From the production of motorcycles in 1945 to 1948, only three years of effort, it has been rampant in MOTO GP, which may be the reason for positioning confidence.
Limited: Since the first time to participate in the Isle of Man TT to win the fifth place after the effort to improve, the participation of 125 with a fairing, the maximum speed was also pulled to 10800 rpm, in 1952 Man TT competition won the first championship in history, but after winning the championship but another way to engage in limited motorcycles, do not consider mass production and sales, and within a year after winning the championship developed a 350cc four-cylinder motorcycle, four months after the interval again developed a 500cc four-cylinder motorcycle, In 1955, he developed an extended series such as the 175cc three-cylinder motorcycle, but they were all sold in limited quantities.
There is no escaping fate: In 1991, Kajiva acquired Augusta's trademark and in 1997 launched its first acquired product, the F4R. You may not imagine that Kajiva's own brands are not only Augusta, but also the famous Ducati, Hoswana, and Motor Morini, and it is not an exaggeration for us to call them aristocratic brands.
The high price, the limited number of models, the sales model is too weird, resulting in dismal sales, inventory backlog, and most importantly, you have money and may not be able to buy some models, which makes people daunted, and it is not surprising that sales are dismal.
Given the demand for mid-size displacement in Europe and Asia, Augusta desperately needs a profitable ADV model to come back and forth. With more than 100 years of exhibition history, EICMA, 2021 Italy Milano International Two-Wheeler Show has just passed, Augusta from Italy launched the two-cylinder 550ADV and three-cylinder 950ADV at the exhibition and accepted reservations, and canceled the limited sales model.
This Augusta 550ADV, named MV Agusta Lucky Explorer Project 5.5, uses the Qianjiang QJ500GS-5F engine, this machine can be said to be familiar, the Cub 500 is also this heart, the reputation is very good, plus the European design of the appearance and improved riding triangle can be described as eye-catching. From the fact that augusta, an aristocratic brand, uses our Chinese-made engine, it can be seen that the development of China's motorcycle industry has made a qualitative leap, and it can also be seen that European brands have made a clear choice for the direction of future development.
So why did Augusta choose to use the Qianjiang engine?
First of all, the sound wave is good, the heat is high, after all, no one can resist the temptation of the sound wave;
Secondly, the machine is more mature, after all, it has been used for many years, and many models are equipped with use and optimized, and the maintenance price is not high;
In the end, the most important decision is the price, the soul of a car lies in the engine, who can refuse something cheap?
If you look closely, there is one brand that bears striking resemblance to Augusta, namely: MOTO MORINI Motor morini is also from Italy; they all have high-end private customization, which is also an aristocratic brand in Italy; the hereditary successors of the brand are also alive, have participated in many competitions and achieved excellent results, the designer team is also the top Italian team; and the high-end products that once belonged to Cajiva.
1948 was a legendary year in the Italian racing world, a year in which a number of events were held, and motormobility Molini and Augusta participated in various competitions, which showed that they were equal in strength, which is why they are all aristocrats from Italy, not out of thin air.
The Motor Morini brand was first founded in 1924, began to produce three-wheeled motorcycles in 1937, and focused on the research and development of two-wheeled motorcycles in 1945, after nearly a hundred years of development, launched a number of popular products including the V-cylinder 1200 series. On November 5, 2018, Zhongneng Group held a press conference in Milan, Italy, to announce that it had acquired 100% of the Moto Molini brand, and X-CAPE 649 was the first main product of Molini in China, using the Spring Wind engine.
For the Spring Wind engine needless to say, it is also a very stable product that has been verified by the market. The purchase of engines can also be divided into two categories, one is simple procurement, low price, generally used for horizon and other vehicles, and the quality is self-evident. The other type is according to the technical understanding of the brand itself, specially customized engines, whether it is the material of the engine, or the degree of matching of the kit is superior, the stability is higher, and the performance is easier to highlight.
In fact, it is not only the purchase of a highly matched engine, but also a strong Italian style. The frame is designed according to the matching design of the engine, and the configuration is also high, but the price is sincere. Only talk about "dry goods" and do not stir "riots", in-depth evaluation of Moto Morini X-CAPE 649
MOTO MORINI's first model, the X-CAPE, was not only sold in China, but also performed very well in Europe, with moderate displacement and high cost performance. In the middle of the month, foreign riders created a comparative vote on X-CAPE and other brands, and the results were clear at a glance, and it was better to speak with facts than keyboard competition.
Foreign car friends and media attention to this brand is still high, in the network review video, the evaluation of this car is also quite good, from the summer of four months ago to the current cold winter is still hot, and X-CAPE orders in Europe are several times the domestic, so it can be seen that the localization of MOTO MORINI Motor Morini This brand has been recognized again after returning to Europe for sales.
The picture below shows the X-CAPE that a rider added to himself as a New Year's gift on Christmas Day.
After the test drive, the owner said that he liked it very much and looked forward to the early delivery of the order, and the joy of buying the motorcycle he wanted can be seen from the picture.
In fact, not only that, as a bellwether for the development of the global two-wheeled industry, the Milan Exhibition has attracted a large number of two-wheeled enthusiasts from all over the world, and Moto Morini Motormobile Molini, as the top Italian motorcycle brand, will naturally not be absent from this grand event.
At the scene, the Moto Morini booth was lively and the attention was very high. Some people say that the world does not have a cost-effective thing at all, a penny for a penny, but you must not forget, the world can not do it, but as long as MADE IN CHINA, everything is possible!
It can be seen that the decision of Motor Morini to make a domestic production is correct, and Augusta also saw that Motor Morini tasted the sweetness, and made the choice of Qianjiang engine. And such a big trend may not only happen to aristocratic brands such as Augusta and Moto Morini Motor Morini in the future, but also in brands such as Harley and Indian. And Harley is already in a state of progress, there will be more brands for the market to lower their heads, make really people-friendly models, rather than spending a lot of money on the added value of the brand and IQ tax, which is a great good thing for consumers, and also plays a vital role in the domestic motorcycle industry.