MV Agusta CEO Backs Controversial Superveloce 800 Ad Campaign

Italian motorcycle brand MV Agusta's recent advertising campaign for the limited edition MV Agusta F3 Superveloce 800 has met with severe criticism for using a nude woman with the motorcycle. MV Agusta released a video showing the new Superveloce 800 with a nude woman. The video has received widespread criticism across the world for objectifying women, in what is seen as a regressive take on stereotypes involving motorcycles and semi-nude women. But now, the Italian motorcycle brand's CEO has stood behind the controversial ad. In an interview to Cycle World, MV Agusta CEO Timur Sadarov has said that he stands behind the advertisement, despite the controversy it has created.

alrmu594

The one-minute video featuring a nude woman has sparked widespread criticism for objectifying women

"Our slogan is 'motorcycle art' so we treat our creations as works of art. The Superveloce 800 video is an artistic expression of the director who wanted to underline the relationship, passion, intimacy, and sensuality between human and machine," Sadarov is quoted as having said to a pointed question about the controversial ad by Cycle World. The CEO of MV Agusta didn't specify who was responsible for the brief given to the creators, but has maintained support for the video, saying that "the video is an artistic expression of the director. We fully stand behind the creator and director."

While the motorcycle industry has been facing some pressure around the world, unlike India, there have been an increasing number of women riders in recent years, not just across the world, but even here in India. MV Agusta remains positive about the increasing numbers of women who ride and the CEO says that the company remains committed to include and support women riders. "With our new product strategy, we are fully committed to design and develop bikes that are appealing to women but clearly with MV Agusta DNA," Sadarov added.



from NDTV CarAndBike - Latest News

Comments

Post a Comment

Popular posts from this blog

Harley-Davidson Streetfighter Spotted In Flesh For The First Time

Image
Harley-Davidson unveiled a range of new motorcycles last year that included an adventure tourer, streetfighter and Custom range. This, along with the LiveWire electric motorcycle defines the new-age 21st century offerings from the manufacturer as it taps into newer markets and caters to an evolving customer base. Now, giving a glimpse of the new models out in the open, the new Harley-Davidson Streetfighter was spotted in the prototype version at what seems to be a trade show in the US, giving a good glimpse at motorcycle looks like in flesh. While board says 'Styling Prototype', the production-spec version of the Streetfighter is likely to stay identical to the model showcased here. In addition to the Streetfighter, the Pan America was also showcased at the same event. The production spec versions of both bikes could be unveiled at EICMA this year. Also Read: Harley-Davidson Livewire To Be Unveiled In India In August The Harley-Davidson Streetfighter is a completely new mot...
Read more

Brixton 1200 To Rival Triumph Bonneville T120

Image
A 1200 cc modern classic with similar design lines as Triumph's iconic Bonneville series, has reportedly been cleared for production. The bike was showcased as a concept at last year's EICMA motorcycle show, and from the looks of it, this is a model developed in China with the Triumph Bonneville T120 in its sights. The Brixton brand though is part of Austria's KSR Group, which imports bikes from several Chinese manufacturers, including CF Moto. And while the new Bonneville rival will be manufactured in China, the design and engineering has been created at KSR's design centre in Krups, Austria. Also Read: Triumph Bonnville T120 First Ride Review The Brixton 1200 cc motorcycle has not been named yet, or a launch timeline announced So far, the company has not committed to a launch date yet, but says that it will eventually make it to production. And from the looks of it, that may well be sometime later this year, maybe even at the EICMA 2020 show in Milan, Italy, in...
Read more

Zongshen Cyclone RX6 Based On Norton 650 Nearing Completion

Image
While there still doesn't seem to be a buyer for iconic British brand Norton Motorcycles which went into administration in January this year, the firm's 650 cc parallel-twin seems to be finding life in China. While Norton apparently sold off the engine rights of its 961 engine to China's Jinglang just before the brand went into administration, the deal for the 650 cc engine was finalized way back in 2017 with Chinese giant Zongshen. The 650 cc parallel-twin engine was due to be used in Norton's Atlas and Superlight models, but now it looks like that engine platform will make its debut in a Zongshen motorcycle, called the Cyclone R6. Also Read: How Much Is Norton Motorcycles Worth Now? One of the patent designs shows the Cyclone RX6 with full touring accessories and luggage Two prototypes fitted with the 650 cc parallel-twin engine were shown in China late last year, on the Zongshen Cyclone RX6 adventure bike and the RX6 sport tourer. Both bikes used Zongshen-made...
Read more