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MBP Moto Acquires Historic Pesaro Brand Morbidelli

“Centro Stile Morbidelli” will rise in Bologna.

MBP Moto has announced the acquisition of the legendary Morbidelli brand. The initiative marks a new chapter in the history of MBP Moto as well as in that of motorcycle innovation, combining the cutting-edge design and technology of MBP Moto with the extraordinary sporting and image heritage of the Pesaro Morbidelli brand. The merger between the two brands, which leads to the creation of the Morbidelli brand, aims to redefine the contours of motorcycling excellence and fascinate motorcyclists from all over the world.

Innovation, craftsmanship, passion and Italian style are the four pillars on which the new brand was born and which will characterize its products.

Dante Bustos, chief marketing officer 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 unrivaled blend of performance, design and history.”

Morbidelli MBP’s slogan, “Beyond the Ride,” highlights the brand’s philosophy of giving motorcyclists an experience of riding — but above all, of travel — in which the road and the motorbike are the bridges that unite people and horizons in the name of passion, adventure and freedom.

The Morbidelli range will consist of road and crossover motorcycles from 125 to 1,000cc, and scooters between 125 and 500cc. The first launches will initially concern Europe, the U.S. and China and will continue in all the countries where the Keeway Group is present. The product portfolio will also include an initial range of electric motorcycles and scooters starting from the first half of 2025.

Investments and strategy are long-term. “Centro Stile Morbidelli” and a new Research and Development Center will be created in Bologna, Italy, 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.

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