MV Agusta has announced a new strategic partnership with Benelli’s sister brand, QJ Motor for the distribution of its motorcycles in China. QJ Group is one of the largest and most prominent two-wheeler manufacturers in China, with an extensive commercial presence in the region. The agreement will initially concern the distribution of MV Agusta models through a network of flagship stores across the country, providing the highest standards of service to Chinese customers. At a later stage, the partnership will also have important developments on the industrial front, and collaboration in that sense is presently being defined.
As mentioned earlier, QJ Motor is Benelli’s sister brand. Benelli is an Italian brand but it is owned by the Chinese conglomerate Zhejiang Qianjiang. The same Chinese company has introduced a brand-new firm under its umbrella called QJ Motor whose primary focus is on high-end and large-displacement bikes.
After the successful launch phase in collaboration with Fekon Co., who was instrumental in the introduction of MV Agusta motorcycles in China, QJ Group will now take over the 7 existing mono-brand stores and expand the sales network with additional 21 stores within 12 months and service centres with the objective of rapidly and significantly incrementing MV Agusta’s presence and visibility in the Chinese market. QJ Group has an impressive track record and considerable experience in managing international prime brands.
Timur Sardarov, CEO, MV Agusta, said, “I am thrilled about this agreement with QJ Motor for the second phase of our expansion into the Chinese market. It is a very ambitious long term partnership that will make MV Agusta the number one Italian premium motorcycle brand in China in the next 5 years. QJ Group is one of the leading global players in terms of scale, market presence and quality standards and I am confident that with such a solid partner we will reach, and possibly beat, all our commercial objectives very rapidly. We are also developing a further, important collaboration on the industrial front, which we will announce shortly.”
