Carlo Guzzi and his chums laid down their plans to put into operation their dream of constructing their version of the perfect motorcycle during what free time they may have had in betwixt moments of trying to shoot down Austrian aircraft in WWI.

It is reasonable to suppose they would primarily have been concerned with financing their project, the actual design of what would turn out to be the "Normale", perhaps finding a suitable site to do their work, discussions about the workforce...etc.

I wonder what their long term goals were at that point, if they had any. Business in those days was just as cut and thrust as today but nowadays you need a five year plan and a marketing arm for all sorts of things.

I would imagine one of their concerns was, having built a few bikes, how were they going to get them to the hoards of customers who would obviously be about to break down the doors of the quaint, burgeoning, factory at picturesque Mandello de Lario to grab a piece of motorcycling history.

Clearly, marketing is important to create a legend, but then so would be a network of franchises and "approved" workshops the length and breadth of the Latin boot to ensure that your newly found customers keep the faith. But what happens when, say, the bikes are being sought after outside Italy?

I have no idea when it was exactly that Carlo and Giorgio Parodi began launching their eagles outside Italy but it must have been an overtly exciting as well as terrifying time and I cannot imagine the stress coupled with the anticipation. Today one can launch a company in the morning and be global by lunchtime but not back then when men were men and Guzzis were singles.

Having perhaps mastered the intricacies of working with a domestic network of dealers and workshops, the factory would see itself having to cope with other markets, who would also have their own, local, rival manufacturers, new languages and business practices, currencies, exchange rates, taxation, differing road regulations etc etc etc.

What the Mandello boys would need was a local guy, someone who was down in the 'hood, who could help you with all the local hurdles and with whom they could build a partnership that could help both parties to flourish...enter the official importer.

The world, as you may appreciate, is larger than Italy. It seems obvious, but I say this because this means there are many more markets out there than the domestic one.

Each has certain needs and requirements and each will cause the factory to adapt in some way...good examples of this are the American market biased models such as the Ambassador and 850Gt/Eldorado which would lead eventually to the highly successful California series, and, in Germany, the need for retro looking machines that would dictate the building of bikes such as the Mille Gt and 1000S and which would later help launch the V11 series with it's original, Telaio Rosso emulating V11 Sport of about '96-97.

So these local boys are hugely influential and extremely important for the whole Moto Guzzi world brand thang. It is, undoubtedly, an extremely difficult job, balancing the demands of the factory with the needs and wants of the local Guzzisti who will undoubtedly come to them, as they are closer and speak the same language. They need to be all things to all and juggling that with sales targets and the demands of modern business must be tremendously difficult.

Since creating this site in 2006 with the aim of reaching as many Guzzisti around the world as possible I have spoken to many of you and I have found there is one recurring theme that is always sure to result in divided opinion, the subject of the local official importer.

2008 is a hugely important one for Moto Guzzi with a raft of new models that have received critical enthusiasm by the press and which may promise a good return at the checkout...let's hope so...therefore I feel the time is right to explore the possible reasons for this apparent division in opinion with some Guzzisti saying the importer cannot do enough for them while others say they are about as useful as an ashtray on a motorbike.

My own impression of Moto Guzzi UK is that they are lovely on the phone, but impossible to get a response from...

There is no more apparently divided set of Guzzisti on this subject than in Australia.

This is a nation with a hugely buoyant and enthusiastic following for the Mandello factory, it is also as humanly far from Mandello as you can possibly be. This, coupled with the fact that most Guzzisti will have no real idea of the Australian environment and marketplace makes it an ideal place to begin to examine the life and times of the official Moto Guzzi importer.

This exercise is not intended to criticise or point the finger but it is to explore the differing opinions and how they came about, to highlight any common ground, and to attempt to diagnose where the nub of the matter is so that, hopefully, the invaluable relationship with the factory, its chosen intermediary, and the persons with wallets in their back pockets is, ultimately, cemented as this is vital to the factory, even in this one of the far reaches of the flight of the eagle, and therefore vital to us all.

I would like Australian riders to express their opinion on the subject by taking part in the online opinion polls This is a simple yes/no affair and we will then examine the results. At the same time, please take the time to open a thread at the foot of the page to express in more detail what your opinion is...if there is something you feel you need to say, please say it. This way we can begin to build up a picture of Guzzista life down under.

There are also opinion polls for non-Australian Guzzisti to do the same and a discussion thread for you too to express your opinion of your own, local importer to see if there are any parallels around the globe.

I propose to then invite the Australian importer to take part and express their views too as they also deserve the opportunity to enlighten us all about what it is like to bear the responsibility of being the factory's rep in Oz. This can only work with your involvement, thank you in advance.

Note:- Whilst you can vote in the polls without registering, to express your opinion we would ask you register on the site first. This is free and will only take a few seconds, click here: GO

Joe Mourino
Squadra Guzzista


Thank you! Now you may respond to the threads below to fully express your opinion...whether you wish to vent your spleen or heap praise...but please keep it constructive!