Moto Morini logo.
Moto Morini is a small, modern manufacturer with a clear mission to build Italian motorcycles fitted with their own top quality engines and components.
The Morini family, through Morini Franco Motori, has acquired ownership of the entire company share capital of Moto Morini SpA.
The acquisition meets two specific requirements: to optimize the production synergies previously existing between Morini Franco Motori and Moto Morini with the aim of creating a single industrial enterprise holding all intellectual and technical know-how; and to enable Morini Franco Motori to diversify its core business with production of engines for third parties, aiming for motorcycle products for the consumer market.
The most significant impact will be on company size, rationalization of industrial organization and production capabilities while maintaining the philosophy that has characterized the revival of the brand and company management over the past few years. The guidelines are unvaried: Morini motorbikes are and will be Italian motorcycles, equipped with Morini engines, boasting high quality components, and priced competitively.
The move points toward the enhancement of the Moto Morini brand in continuation of the efforts made since 2003, both as regards the sales organization and the decisions taken on marketing and the product. Indeed, the company is poised to expand thanks to the positive results of the last three years seeing the definition of a relaunch strategy taking into account the heritage of the brand while giving a totally modern interpretation; the creation of an efficient sales and service network in Italy, Europe and in several major markets outside Europe including Japan and Australia; and the launch of a range of motorcycles equipped with the innovative Bialbero CorsaCorta twin-cylinder engine.
Concrete recognition of the effectiveness of these efforts comes from the market itself: in 2006, the first complete fiscal year since the relaunch of the brand, approximately 2,000 motorcycles were produced and sold – an undeniable achievement for a company in its start-up phase.
Company reorganization aims at enhancing and strengthening the Moto Morini brand, which is acquiring technologies and human resources fundamental in strategic areas such as “research and development,” quality control,” “design” and “engineering department,” as well as optimizing and upgrading no less important aspects such as after-sales service. However, it is the structure as a whole that benefits: the operating surface will increase from 2,500 to 12,000 sq. m with clear possibilities for expanding and rationalizing the production lines.
As for the product in the strictest sense, the company is taking action on two fronts: the development of the 1200 range with production of new models to complement the Corsaro and 9 1/2, and development of an engine with a different displacement that will equip new vehicles.
(source: Moto Morini)
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