Bore & Stoke Breakout: Why MV Agusta Chooses Craftsmanship Over Volume
Speaking on Episode 10 of the Bore and Stoke podcast, Luca Dovesi highlighted MV Agusta’s commitment to exclusivity over mass-market volume, maintaining a strict global production limit of 10,000 motorcycles per year from its historic factory on the shores of Lake Varese in Italy. The reason? Exclusivity. He explained that this intentional ceiling preserved product scarcity and ensured that owning an MV Agusta remained a rare experience.
Dovesi went on to point out that MV’s somewhat limited production runs help the company avoid the aggressive price discounting and margin erosion that plague volume-driven manufacturers. “Too many companies out there are fighting one another on price point and on volumes,” Dovesi said. “We enter a game we don’t want to play. We are who we are — we want to produce the best bike possible at the price that we offer, and that’s where we want to be. I want to make one more customer happy rather than produce one more bike.”
Another highlight is that over 70 percent of MV Agusta’s suppliers were small, family-owned Italian businesses that hand-crafted specialized components such as Alcantara seats, forged wheels, and painted fuel tanks. “When you spend your money, you know that you invest it in a boutique company that has a network of suppliers in Italy,” Dovesi, an Italian, said with pride. “Your money goes directly to family businesses, so you know exactly what you are buying and where your money is going.”
Check out the Bore & Stoke episode with Luca Dovesi here to listen to the full interview.
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Troy's been riding motorcycles and writing about them since 2006, getting his start at Rider Magazine. From there, he moved to Sport Rider Magazine before finally landing at Motorcycle.com in 2011. A lifelong gearhead who didn't fully immerse himself in motorcycles until his teenage years, Troy's interests have always been in technology, performance, and going fast. Naturally, racing was the perfect avenue to combine all three. Troy has been racing nearly as long as he's been riding and has competed at the AMA national level. He's also won multiple club races throughout the country, culminating in a Utah Sport Bike Association championship in 2011. He has been invited as a guest instructor for the Yamaha Champions Riding School, and when he's not out riding, he's either wrenching on bikes or watching MotoGP.
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I just got a 2026 brutale 800 and it’s so much nicer of a bike than my KTM 990 Duke. I’ll never buy another KTM after buying the MV agusta. Best part is it was same price as the duke! I know want the brutale oro for the weekend bike.
Have you ever worked on an MV? They're apparently designed by people with very small hands. No access to the diagnostic sof