Powersports Business June 2024 | Page 24

24 • June 2024 • Powersports Business

MOTORCYCLE www . PowersportsBusiness . com

Keeway acquires long dormant Italian motorcycle brand Morbidelli

LiveWire will be relocated to Harley ’ s historic Juneau Avenue building , which ceased production in 1973 and has been mostly vacant since the pandemic . Photo courtesy of Harley-Davidson
Historic Italian motorcycle brand Morbidelli has been acquired by Keeway , a division of Qianjiang Group , which also owns Benelli and QJMotor .
India ’ s Carandbike . com reported that Keeway acquired Morbidelli through MBP Moto ( Moto Bologna Passioni Moto ). MBP debuted several models at the 2022 EICMA show . As a result of the acquisition , MBP Moto will now be renamed Morbidelli MBP .
According to reports , the acquisition has been in the pipeline since the end of 2022 . A company linked to the Qianjiang Group registered the logos and names for Morbidelli MBP and Morbidelli MBP Pesaro . With Benelli already in Keeway ’ s portfolio of brands , the question is how the company will implement the use of the Morbidelli name in future models and what regions it will target . While MBP models shown at EICMA ranged from 125cc to 1,000cc , they were not built by QJMotor .
“ This acquisition is a testament to MBP Moto ’ s aspiration for excellence in the motorcycle industry ,” says Dante Bustos , CMO of Keeway Group . “ 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 create motorcycles with an unrivaled blend of performance , design and history .”
It is our understanding that new Morbidelli models could be introduced in U . S ., European and Chinese markets . India is also on the radar for the new Chinese / Italian models .
The original Morbidelli brand was created by Giancarlo Morbidelli in Pesaro , Italy , in 1968 . However , Morbidelli MBP bases its headquarters in Bologna , where a new research and development center will be built .
Morbidelli began building wood working tools and then raced motorcycles as a hobby before starting to manufacture bikes for the public in the 1970s . Photo courtesy of MBP Moto
As was common with many Italian motorcycle brands , Morbidelli made its name in racing and achieved moderate success in the 1970s . In the 1990s , Morbidelli attempted to make a rather unique V8−engine touring bike , but only four prototypes were made .

LiveWire to move operations to Milwaukee

According to reports , LiveWire will move all operations of its electric motorcycle to parent company Harley ’ s hometown of Milwaukee . The LiveWire team will be relocated to the historic Juneau Avenue site , which has been mostly vacant since the pandemic .
LiveWire will be moving staff from its Mountain View , California , laboratory to the Juneau Avenue site , reports noted .
“ We expect the consolidation of our operations in Milwaukee at Harley-Davidson ’ s historic headquarters at Juneau Avenue to bring synergies and efficiencies , as well as a closer connection to our heritage ,” says Karim Donnez , CEO of LiveWire .
Motorcycle production at Juneau Avenue ceased in 1973 , and the buildings were converted to serve as an expanded corporate headquarters . In 1994 , they were added to the National Register of Historic Places .
Relocating the California lab would reduce LiveWire ’ s costs , Harley CEO Jochen Zeitz says . The electric motorcycle spin-off brand ’ s revenue fell 39 percent in Q1 , even though it sold more bikes this year .
Zietz says it will cut about 10 percent of the headcount and 15 percent of the cost related to employees . LiveWire has about 230 employees in the U . S ., according to an SEC filing last year .
The move should reduce operating losses by about $ 10 million this year . LiveWire sold 117 bikes in the first quarter of 2024 , up from 63 in the same period of 2023 . Still , operating losses were $ 29 million .

Honda reveals MY24 midsize motorcycle updates

Honda has announced updates to three of its 2024 model-year 500cc on-road motorcycles , the NX500 ( formerly known as the CB500X ), the CBR500R and the CB500F naked bike .
The NX500 offers a gateway to adventure riding , and for 2024 it makes strides in performance while shedding weight . Improvements are made to the chassis , suspension , engine and electronics . The sport CBR500R and naked CB500F also benefit from numerous upgrades lke redesigned bodywork and a superior electronic interface .
“ Honda ’ s midsize lineup remains a core focus for the company , as these models suit a wide range of riders , in terms of skill levels and preferred riding experience ,” says Colin Miller , assistant manager of Public Relations at American Honda . “ The advancements made with the NX500 , CBR500R and CB500F are aimed at enhancing the experience for all riders , from casual commuters to lifelong enthusiasts .”
NX500 The letters NX have a long history with Honda ,
thanks to the 1988−1989 NX650 adventure bike . NX means “ New X-over ,” which describes the NX500 , the former CB500X . Whether on a winding road or a gravel trail , the machine ’ s all-around credentials are reinforced with an update to its adventure styling . The wheels are lighter , and the suspension settings have been upgraded to improve ride quality . The slipperclutch-equipped twin-cylinder engine also benefits from the addition of Honda Selectable Torque Control ( HSTC ). The NX500 comes in Matte Black Metallic and has an MSRP of $ 7,399 .
CBR500R Honda ’ s twin-cylinder midsize sport bike gets an important refresh for the 2024 model year . Among the improvements are sharp , Fireblade-inspired styling ( including a new fairing with winglets that improve handling ), new LED headlights and a new five-inch TFT display that offers Honda Selectable Torque Control to deliver peace of mind in slippery conditions . The model is available in Grand Prix Red and Matte Black Metallic and has an MSRP of $ 7,399 .
The 2024 Honda NX500 offers lighter wheels and the suspension settings have been upgraded to improve ride quality . Photo courtesy of Honda
CB500F The 2024 CB500F features new styling that yields aerodynamic benefits and a new five-inch TFT display and Honda Selectable Torque Control . Offering smooth power delivery and a narrow , lightweight chassis
design , the CB500F welcomes new enthusiasts as it maintains a nimble character that riders of any skill level can appreciate . The model is available in Matte Black and has an MSRP of $ 6,899 .