Malaguti Scooters Arrive in the USA

1. •••
25
MAlAGUTI USA:
Sexy
Scooters
Invade
Ducati
Dealerships
By Clark Emery
H
ome of some hot curves itself,
south Florida-based Malaguti
USA recently hosted a series of
parties to welcome the arrival of
their sexy new Phantom F-12 scooter,
The main launch party held last
Halloween was hosted by Playboy's
Miss April 1995, Danielle Folta, In
addition to being pretty hot stuff, Folta
is also the captain of the Playboy
X-treme Team, made up of former
Playmates dedicated to extreme
sports and competitions. Aperfect fit
for the launch of the sporty F-12!
Although the F-12 is grabbing head­
lines, the rest of the Malaguti line-up
is equally impressive, "We offer the
only Ducati replica scooters to be
available in the US,," says Malaguti
USA Marketing Director Joel Martin,
"Currently, our line-up is the 50cc
F-12, the Ducati Foggy Replica 50cc
F-12 (corning in March) and the CIAK
50 & 125cc models later in the year,"
Martin says the introduction of
Malaguti to America was built on
the business model of having parts
before bikes, adding, "As of right now,
we have 10 dealers signed up, and
another 30 are currently under
review," Immediate plans call for
an up-and-nmning service and parts
department in time for the 2001
Dealernews International Power­
sports Dealer Expo,
16 Motociclismo Italiano 2001
Martin has a piggy-back plan for
Malaguti USA, "Since Malaguti is
really close to Ducati in Italy, we have
decided to extend the same friendship
to the Ducati dealers here in the US,"
The Foggy replica should help open a
lot of doors to these dealerships,
But Martin is quick to point out
that Malaguti is more about sub­
stance than the flash of a designer
dealership, "I really believe in the
Mom & Pop stores who cater to Euro­
pean enthusiasts," Malaguti USA is
looking for dealers who will be dedi­
cated to the line and will help it grow,
Inside Malaguti Moto
"We hope to bring joy to the American
scooter scene by remaining true to
our roots," says Martin, when asked
about Malaguti's US, objectives, And
in the case of Malaguti, those roots
run very deep, These days, Italy's
Malaguti Moto extends over four
factories, located just outside
Bologna, Italy,
There are about 400 people directly
employed by Malaguti Moto, In fact,
due to strong sales during 2000, the
firm has been crowned as one of the
best companies to work for in the
Italy's thriving Emilia Romagna region,
The most important development
in recent years was the 1992 launch
of what Malaguti termed "a new
generation scooter." This break­
through model was followed by the
Centro, Phantom F-12, Crosser,
Firefox F-15 and the retro-Iook
Yesterday, These models all played
a role in the firm doubling their sales
in just three years. Today, there is a
very impressive range of Euro-model
scooters, including the electric­
powered CIAK, and four-stroke F-18
Warrior in 125cc and 150cc versions.
A 250cc scooter is also set to
become available this year.
Unique Dealer Program
While some Italian scooter manufac­
turers have seen fit to focus their
American efforts on mall boutiques
instead of motorcycle-based busi­
nesses, Malaguti has an opportunity
to make a good impression among
those who ride,
Martin catches our attention when
he says, "My father used to own a
small dealership, and I know how
difficult it is when big companies
don't want to work with you,"
Malaguti is a family name, and
Malaguti USA is partly run by Martin's
family, "so I give a priority to dedi­
cated family stores," So far, that
thinking has worked, as they now
have extended family members in
big Ducati dealerships in Seattle and
Beverly Hills,
"It works out great," claims Martin,
"In the end, I want bikes in a show­
room where they will be loved and
shown to the American public."
But he is careful not to over­
expose the brand, and to carefully
protect people's territories, "We
have 10 test dealerships in very
exclusive territories," he explains.
"One example is Ride in Miami
Beach (www.ridescooters.com). I
gave the owners all of Miami
Beach, Miami and Kendall."
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2. •••••••••••••••••••
he Another new dealership is European
m. Motorsports (www.alleuropeanmotor­
nt sports.com), who recently purchased
ch 25 Phantom F-12's in its first order.
"People are calling them from all over
k­ the country, buying bikes,"says Martin.
he "Dealers who get their orders in early
~W
can get in on the frenzy surrounding
Jk Malaguti scooters."
ed
.es Promotions
; a In addition to the draw of the Ducati
lei replica and the Playboy Playmate
c­ connection, Malaguti is cutting a
18 swath through the club scene. Using
IS. special-edition scooters as a back­
to drop, K.MX. (a new energy drink com­
pany) is promoting a club tour with
an Extreme Sports and dance theme.
The first stop in Gainesville, Florida,
LC­ featured a skateboard half-pipe
~r,
skaters, BMX riders, a DJ, indoor
snow machines, free KMX all night
long, and a chance to win a free F-12.
For those of you who don't fre­
quent the Florida club scene and who
haven't had the chance to see a
Malaguti yet, make sure you make it
out to the Dealernews International
Powersports Dealer Expo, February
17-19. Malaguti's entire European
line will be present in the Orange
Zone (Booth 8411) during the Expo.
There will be a special "Vote
be introduced into the U.S. "We
really want to get feedback from the
dealers and work with them on the
new models," Martin says, jokingly
adding, "Don't worry; if we have a tie,
we'll have a recount in our offices in
Florida."
Malaguti USA
7368 NW 12th St.
Miami, FL 33126
Phone: (305) 599-8993
FAX: (305) 599-4838
~i r designed by Robb Bjorklund of Team Malaguti" theme at the Expo, where www.malagutiusa.com (U.S.)
es Pain (www.Teampain.com). X-Game dealers can vote on the next model to www.malagutimoto.it (Italy) "
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millguti USft is now looking for the best European scooter dealerships in the country.
Log on to www.malagutiUSft.com or call us at 1866 mfllfiGUTI
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Motociclismo Italiano 2001 17