MBP Moto Acquires Legendary Morbidelli Brand
MBP Moto has acquired the legendary Morbidelli brand.
The purchase was made by Chinese-owned Keeway Group through MBP Moto. MBP stands for “Moto Bologna Passioni,” hence MBP Moto will now be renamed Morbidelli MBP.
The purchase has been discussed since the end of 2022 when logos and names for Morbidelli MBP and Morbidelli MBP Pesaro were registered in Hong Kong by Powerlink, a company linked to the Qianjiang Motorcycle group that owns Keeway and another legendary Italian brand, Benelli.
Giancarlo Morbidelli started Morbidelli in Pesaro but the new Morbidelli MBP will move to Bologna, instead. The Centro Stile Morbidelli and a new R&D Center will be built “to explore new technologies and materials, improving the design, performance and bringing Italian motorcycling excellence to the world, in the name of heritage and passion by Giancarlo Morbidelli,” Morbidelli MBP says.
The new brand’s range will consist of scooters between 125cc and 500cc, and motorcycles between 125cc and 1000cc. An electric range is set to be revealed in 2025. Morbidelli MBP is targeting the US, European, and Chinese markets to begin with. MBP’s current range consists of bikes such as the C1002V cruiser and M502N naked.
Dante Bustos, CMO of Keeway Group, said: “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 of the future of motorcycling. Our passion for innovation, combined with Morbidelli’s rich heritage, will lead to the creation of motorcycles with an unrivalled blend of performance, design and history.”
The original Morbidelli’s fame came primarily from racing. It began in the Motorcycle World Championship in 1969 in the 50cc class, and would race in the 125cc, 250cc, 350cc, and 500cc World Championships throughout the 1970s. Four titles were captured by Morbidelli between 1975 and 1977, with three in the 125cc class and one, in 1977, in the 250cc class. Racing activities ceased in 1982.
On the local front, the Malaysian distributor, Mforce Bike Holdings has confirmed that MBP Moto and Morbidelli will make an appearance at Malaysia Autoshow 2024, from 22 to May 26 at MAEPS Serdang. They will feature several models intended for the Malaysian market, such as the T1002V, SC150 and N252V, besides launching several new models.
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