Possible clue to current MG production numbers

[bad Chad]

In a recent YouT video on the 2027 V85, new dealer Kaplan Cycle in CT mentioned that they are shooting to be come the number one dealer in the US . In the video Kaplan stated that to do that, they will need to sell about 80 units, because "they are only selling about 2000 units annually here".

I wish Kaplan great success, seems like he is a serious new player in the market.   Back to the subject line,  for years the conventional wisdom has been that Guzzi ships about 10% of its production to the US each year, and that total production number fluctuates between 4500-8000ish.  At one point early in this century Guzzi did make a point of saying they had made over 10,000 bikes, but that seemed to have been an anomaly.   However, there have been hints of Guzzi production numbers rising, despite inconsistent markets across the globe.   So if Kaplans numbers are correct,  and here's were the "if" becomes very important, that would put Guzzi production at approximately 20,000 units!   Piaggio, as far as I can tell doesn't release yearly unit numbers, so this all is very speculative, yes?

[Perazzimx14]

A buddy of mine was a Guzzi dealer in the 90's and was either number one or number two in sales for a year or two. He sold something like 20 units per year.

[Moparnut72]

Kind of strange of what I see. The two dealerships I have purchased Guzzis from do not a have a single new Guzzi in stock. This includes Eurocycle which has a store in both Reno and Las Vegas. Vegas has a used 4 year old used V85 and a '72 Eldorado. The Elk Grove store doesn't have any. They had one new V85 on the floor when I stopped by a month ago. Because of factory upgrade?
kk

[Milosh]

Kind of strange of what I see. The two dealerships I have purchased Guzzis from do not a have a single new Guzzi in stock. This includes Eurocycle which has a store in both Reno and Las Vegas. Vegas has a used 4 year old used V85 and a '72 Eldorado. The Elk Grove store doesn't have any. They had one new V85 on the floor when I stopped by a month ago. Because of factory upgrade?
kk

We have a new dealer down here and they've got like 6 Moto Guzzis available. Moto Richmond in Virginia has a few as well.

[bad Chad]

The past several years I have only really dealt with Cadre Cycle, and they have always had lots of new and used Guzzi on the floor.

[Kev m]

20k sounds wildly optimistic.

[TN Mark]

Supposedly their new assembly lines are designed for up to 30K units annually. Again, wildly optimistic? Likely.

But, I'd love to see them selling that many bikes annually.

[blu guzz]

I admit that I am not very tuned in to social media and the so called influencer culture, but it seems to me that as far as conventional advertising goes, they are non-existent in the US. Maybe some of you culturally literate members can correct me if I am wrong about the social media aspect. I do see favorable YouTube videos by owners, fanboys and other amature types but does that sell bikes?

[bad Chad]

As I said, I was using the 10% ratio that has been tossed around for decades.  I strongly suspect Guzzi sells more than 10% in the North American market.  But I agree, 20,000 does feel like an oversized number, but I wouldn't be surprised to learn that Guzzi is producing above 10,000 units or more.

[TN Mark]

There are a lot of very positive Moto Guzzi videos on YouTube. On the entire line up as well as the older 1400 line. 

But, yea, Moto Guzzi is essentially non-existent in the US in all but a very small tribe in the motorcycle community.

"Moto what?"

[bad Chad]

That's fairly accurate Mark, and it's been that way for several decades, likely since the brothers, who I can't think of their name at the moment, started as US importers in the 60s.

[Dirk_S]

I mean, was there a time when Guzzis WERE well-known in the States? Serious question, because I only heard of them 2 years after I got into motorcycling in 2011.

[Dr. Enzo Toma]

I mean, was there a time when Guzzis WERE well-known in the States? Serious question, because I only heard of them 2 years after I got into motorcycling in 2011.

The obvious sales numbers aside, I suspect some of that has to do with media exposure as in introduction. In the 1970s because some police departments were using Moto Guzzis, they were in TV and movies, and recently a more niche audience may have seen Long Way Home. More MGs in the states and more representation, more likelihood that a feedback loop of interest happens.

I think most people in the USA might be more likely to encounter a Moto Guzzi in a museum than on the road. For example, in Sturgis this year I'm sure there were other Moto Guzzis there, but not enough for me to notice another one other than the one in the Sturgis Motorcycle Museum.

[Antietam Classic Cycle]

That's fairly accurate Mark, and it's been that way for several decades, likely since the brothers, who I can't think of their name at the moment, started as US importers in the 60s.

The Berliner brothers. The peak of sales in the US was when they were the importer.

[MarinerRime]

I've always wondered why Guzzi doesn't spend more on advertising here in the US. I'd never even heard of them or seen one till a friend of mine picked up a V11 Sport for a steal and I fell in love with the thing and picked it up when he needed cash. I know they've done well with the ADV crowd.

[sdcr]

A buddy of mine was a Guzzi dealer in the 90's and was either number one or number two in sales for a year or two. He sold something like 20 units per year.

Was that Fred Heistand?

[Antietam Classic Cycle]

Was that Fred Heistand?

Blaine Paulus. His shop was BP Cycles in Dauphin, PA.

[adventurelounger]

My totally uninformed impression—just based on instinct and business logic—is that Piaggio wants its total US market share to increase, and wants US dealers to help make that happen, with Moto Guzzi playing a supporting part.

Which is why, even with a superb shop like Hamlin Cycles (and brand guru Jim himself) in one corner of a not particularly big state—Connecticut—Piaggio has now opened not one but two multi-Piaggio-brand dealerships, all within an hour’s drive of each other,

So now, besides Hamlin Cycles in Bethel, there’s Motoplex in Fairfield, CT, and Kaplan Cycles in Vernon, CT. Both opened within the past year (Kaplan ’s grand opening is this weekend), and both are selling Aprilia in addition to Moto Guzzi. Motoplex also sells Piaggio and Vespa, and Kaplan is also selling….Ducati! (plus Gas Gas as well). I feel like I have more Italian bike dealers near me than any other brand dealerships!

But in terms of products and brand, somehow Triumph has managed to retain their classic heritage, evolve their technology and manufacturing (much done now in Thailand), and capture enough of the imagination of new or younger riders to keep the brand relevant and cool. Look at the annual Distinguished Gentleman’s Ride, which is both sponsored by—and utterly dominated by—Triumph bikes. Look at their new entry level 400cc bikes. Urban hipsters in particular seem to be superfans of Triumph.

Moto Guzzi, OTOH, has never managed to make even a minor dent like this in the US market, and even with motorcyclists. I still have bike guys check out my V7 (or V85, when I had it) and say, “man, what kinda bike is THAT?” I love that Ewan McGregor became a fan and periodic “spokesperson” for the brand (and one that I myself love). But despite Italian brand and business success in so many other categories (certainly fashion and clothing, leather, shoes, and food and beverage, among others), Moto Guzzi seems destined to be a niche-of-a-niche player and brand. Which is a shame, because the quality and style of the bikes—and their incredible relative value—really ought to make them wayyyyy more popular than they are.

If I were a marketer at Moto Guzzi, I’d forgo advertising and go all in on social media and find some young influencers, and have a multi-year plan to make the brand at least recognizable and cool with a new generation, from the ground up.

[Kev m]

My totally uninformed impression—just based on instinct and business logic—is that Piaggio wants its total US market share to increase, and wants US dealers to help make that happen, with Moto Guzzi playing a supporting part.

Which is why, even with a superb shop like Hamlin Cycles (and brand guru Jim himself) in one corner of a not particularly big state—Connecticut—Piaggio has now opened not one but two multi-Piaggio-brand dealerships, all within an hour’s drive of each other,

All this has happened before.... All this will happen again.

[MikeP996]

The biggest issue, IMO, is simply that young folks are generally not interested in motorcycles.  They may use small ones/scooters to commute but wanting the type of machine that most of us wanted as youngsters is absent.

At motorcycle events I have attended over the past few years the vast majority of folks there are seniors.  There are no teens drooling over the latest, fastest offerings. It's a totally different motorcycle world than the one I grew up (and mostly still live) in.  ;)  As they say, "Times change!" 

[Yan]

Moto Guzzi is an old men's brand.  Difficult to change that image. A possible way to keep the brand selling motorcycles is via Aprilia, which is very much a brand for young hot fast guys.  The Tuareg, Tuono, SR GT scooter sell mainly to 20- and 30-year old. They get to know Guzzi though their Piaggio dealership and may migrate to MG when they grow old.

[SIR REAL ED]

I sent an email to Moto Guzzi requesting US and world wide sales numbers.  If they reply, I will let everyone know.

I can't imagine why they would not reply...

[Vagrant]

Embarrassment!

[SIR REAL ED]

Embarrassment!

The marketing group will spin that as "appealing to elite, sophisticated buyers....."

[Dirk_S]

Thus more incentive to develop or inherit another motor style à la single cylinder engine to tap into more budget / purpose markets.

[guzziart]

I sent an email to Moto Guzzi requesting US and world wide sales numbers.  If they reply, I will let everyone know.

I can't imagine why they would not reply...

Or call them. 
I bought a used '23 Travel and called to find out what was necessary for them to list me as the new owner (for warranty, recall, etc.).  I got the phone number out of the owners manual, called, they answered & took my word for it that I was the new owner. EZPZ.  Yeah, I suppose it would be slightly interesting to know what fraction of 1% of the market is theirs or production numbers.