The Chinese concern Keeway is reviving the legendary Italian motorcycle brand Morbidelli

Keeway, part of the largest Chinese automotive giant Qianjiang Group, has made a high-profile acquisition – the historical Italian motorcycle brand Morbidelli has come under its wing. The famous brand, famous for its success in motorcycle racing of the last century, has not produced new motorcycles for about 40 years. But now, after the change of ownership, everything must change.

Giancalo Morbidelli with a Morbidelli V8 engine installed on a motorcycle

The deal to purchase the rights to use the legendary name was finalized at the end of 2022. It went to the Chinese with Bologna-based MBP Moto, which competed at last year’s Milan and New Delhi motorcycle shows. Following the acquisition, MBP changed its name to Morbidelli MBP. And in Bologna itself, the new owners of the brand intend to open a design center and research center for the development of future products. The first products will be motorcycles of various classes with engines from 125 to 1000 cc.

According to Qianjiang representatives, combining the Morbidelli heritage with the modern technologies of the Chinese concern will produce motorcycles that combine high performance, stylish design and a rich history. The first Morbidelli MBP models should soon be available on the US, European and Chinese markets. And later they expect to introduce the Italian brand to the Indian market with the participation of local partner Adishwar Auto Ride. Thus, after many years of oblivion, the big name Morbidelli is back in action. (photo: Morbidelli)