Beijing, May 17, 2024

The International Motorcycle Exhibition, the largest two-wheel event in China, took place today. National and international brands showcased their latest models destined for the Chinese market. Among them, Morbidelli made a notable debut, marking its official introduction to China following its recent acquisition by Bologna-based company MBP.

Dante Bustos, CMO of the Keeway Group, provided the audience with a brief yet insightful overview of Giancarlo Morbidelli’s legendary history, his remarkable achievements in motorcycle racing, and the iconic figures who shaped the sport in the 1970s.

The Morbidelli team in China announced plans to launch new products in the second half of 2024. Highlighting these plans is the introduction of the first retro scooter featuring advanced technology and a chassis made entirely of steel. Additionally, several new electric models under the Morbidelli brand were showcased, including the innovative concept HYPEVISION.

 

 

 

 

Morbidelli's entry into the Chinese market signifies a blend of rich heritage and modern innovation, aiming to capture the hearts of motorcycle enthusiasts and tech-savvy riders alike.