MBP Moto Acquires the Iconic Morbidelli Brand, Revolutionizing the Motorcycle Industry
Morbidelli: Where Innovation Meets Italian Motorcycle Heritage.
Bologna, April 18, 2024 – MBP Moto proudly announces the acquisition of the legendary Morbidelli motorcycle brand. This historic acquisition marks a new chapter in motorcycle innovation, merging MBP Moto's cutting-edge design and technology with the rich sporting heritage of Morbidelli. This merger aims to redefine motorcycling excellence, captivating motorcyclists worldwide.
Innovation, craftsmanship, passion, and Italian style are the core pillars of the newly formed Morbidelli brand. These principles will be reflected in every motorcycle produced.
Dante Bustos, CMO of Keeway Group, commented, "This acquisition is a testament to MBP Moto's aspiration for excellence in the motorcycle industry. We are thrilled to welcome a historic premium brand like Morbidelli into our family. It will allow us to blend the legacy of racing and Made in Italy craftsmanship with our vision for the future of motorcycling. Our passion for innovation, combined with Morbidelli's rich heritage, will lead to the creation of motorcycles with an unrivaled blend of performance, design, and history."
Morbidelli MBP's slogan, "Beyond the Ride," encapsulates the brand's philosophy of providing motorcyclists with an unparalleled riding experience. The journey, the road, and the motorcycle itself are bridges that connect people and horizons, driven by passion, adventure, and freedom.
The Morbidelli motorcycle range will feature road and crossover bikes from 125 to 1000 cc, and scooters between 125 and 500 cc. Initial launches will target Europe, the United States, and China, with a rollout across all Keeway Group countries. Starting from the first half of 2025, the portfolio will also include electric motorcycles and scooters.
MBP Moto is committed to long-term investments and strategies. "Centro Stile Morbidelli" and a new Research and Development Center will be established in Bologna to explore new technologies and materials, enhancing design and performance while promoting Italian motorcycling excellence globally, honoring Giancarlo Morbidelli's heritage and passion.
About Giancarlo Morbidelli:
Giancarlo Morbidelli (1934-2020) was a mechanical genius and visionary entrepreneur. He founded a successful company for woodworking machine tools but his true passion lay in motorcycles, especially racing. In 1968, the Morbidelli motorcycle brand was born in Pesaro. His first bike, a 50 cc GP, marked the beginning of a storied racing history. By 1971, Morbidelli had secured its first victory at the Czechoslovakian Grand Prix. The brand went on to win seven world titles between 1975 and 1977, including the 125 class World Manufacturers’ and Riders’ Championship and the 250 class in 1977.
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In 1979, Morbidelli debuted in the premier class with a four-cylinder 500. Although less successful, the brand's legacy continued. Giancarlo Morbidelli founded a motorcycle museum in 1999 in Pesaro, one of the most important in the world, which closed in 2020, the year of his passing at 85.
With MBP Moto's acquisition, the Morbidelli legacy is set to continue, ushering in a new era of innovation and excellence in the motorcycle industry.
