Not (anymore) expected, the historic Italian motorcycle brand Morbidelli is back on the market! We tell you all about it.
A plan put into action by Keeway
Indeed, the premium division MBP Moto (Moto Bologna Passion), created in 2021 by the Chinese group Keeway, recently acquired the iconic Morbidelli name to replace that of MBP. A change that signals the rebirth of a symbolic brand in the world of motorcycling. The Keeway Group, a subsidiary of the Chinese giant QJ Motor (Qiangjiang Motorcycle), has acquired Morbidelli with the aim of establishing its legitimacy . This acquisition testifies to MBP Moto's aspiration for excellence in the motorcycle industry ," said Dante Bustos, Marketing Director of the Keeway Group.
The brand intends to merge the heritage of Italian motorcycle racing with a modern and innovative vision of motorcycling. To anchor this new direction, a Centro Stile Morbidelli and a research and development center will be established in Bologna, Italy. This decision is designed to maintain a strong foothold in Europe and to highlight "Made in Italy" craftsmanship, while benefiting from the resources and technological expertise of the Chinese group.
A marriage of historical heritage and modernity
Morbidelli's resurgence on the international scene under Keeway's impetus is not insignificant. Founded in the 1960s by Giancarlo Morbidelli, the company had distinguished itself by its competitive successes in the 125 cm³ and 250 cm³ categories, before evaporating over the decades. Keeway's return to the market marked the beginning of a new chapter for Morbidelli.
From now on, the new Morbidelli motorcycle range will cover several segments, including roadsters, cruisers, trailers and scooters, with engines ranging from 125 cm³ to 1000 cm³. Electric models are also set to appear by 2025, in response to growing market trends.
The flagship model of this revival is the Morbidelli C 1002 V, a sporty cruiser with more modern lines.
Morbidelli: gradual deployment in France
In France, Morbidelli motorcycles will be distributed by Marseille-based DIP, which also manages brands such as Keeway, Voge and Daelim. A solid network is already in place with 166 dealers, including well-established partners such as Maxxess, Dafy Moto and even Leclerc Auto. This massive roll-out is designed to provide extensive national coverage for future models. After Europe, Keeway plans to launch Morbidelli on the American and Chinese markets.
Ultimately, this expansion is a key step in the brand's global positioning under the banner of a Chinese group, while preserving its Italian identity. But how long will it take to reposition the brand as a key player in the world of motorcycles? Patience is of the essence!
Photo credits: Morbidelli
