MBP MOTO

What MBP MOTO does

MBP MOTO S.R.L. (Moto Bologna Passione) is an Italian motorcycle company founded on 25 October 2021 in Budrio, Bologna, by the Keeway Group. It operates as the group's dedicated Italian commercial vehicle, distributing a multi-brand two-wheeler portfolio — Keeway, EZI, Benda, Cyclone and KOVE — through an authorized Italian dealer network, while acting as exclusive Italian distributor for Cyclone. In April 2024 MBP acquired the historic Morbidelli motorcycle brand (founded by Giancarlo Morbidelli) and announced the creation of a Centro Stile Morbidelli design studio and new R&D center in Bologna, marking a strategic shift from pure distribution toward in-house brand and product ownership.

The product portfolio spans 50cc mopeds through 1000cc V-Twin adventure tourers and includes a planned electric line, covering scooters, naked, cruiser, sport, street-fighter and adventure-touring segments. Technology is sourced primarily from the Keeway Group's R&D center in Shanghai and partner-brand engineering (e.g., Zonsen for Cyclone, Hangzhou Saturn for Benda, KOVE's competition-derived platforms from Dakar and WorldSSP300), with the new Bologna R&D capability intended to add proprietary design and materials development. Pricing is dealer-set and generally opaque; the only publicly disclosed launch price is €9,990 for the Morbidelli T1002VX adventure tourer, with a 36-month warranty. After-sales is supported by downloadable owner manuals, Italian-language warranty terms (dated September 2025), ISO 9001 certification, and a GDPR-compliant Google Maps dealer-locator.

Revenue mechanics rest on three streams: hardware unit sales of branded motorcycles and scooters, distribution-margin income from exclusive Italian distribution of partner brands such as Cyclone, and recurring warranty/aftermarket support that sustains dealer service revenue. The go-to-market is channel-partner-led (Italian concessionari) supplemented by event-driven demand generation — EICMA 2024, the March 2025 European Press & Dealer Event at Palazzo di Varignana, and EICMA Riding Fest 2026 at Misano. The company is privately held as an Italian S.R.L. subsidiary of Keeway Group, with no external shareholders, cap-table or financial disclosures in the source data.

Name

MBP MOTO

Legal name

MBP MOTO S.R.L.

Website

https://mbpmoto.it

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

MBP MOTO S.R.L. is a Bologna-based Italian motorcycle distributor and brand owner, distributing Keeway, EZI, Benda, Cyclone and KOVE in Italy and owning the acquired Morbidelli marque (since April 2024), serving Italian dealers and end-consumers with two-wheelers from 50cc to 1000cc.

Ownership category

akta.pro rank

Headquarters

HQ city

Bologna

HQ country

Italy

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Motorcycle, scooter and EV hardware sales: Core revenue from sale of branded two-wheelers across ICE (Keeway, Morbidelli, Benda, Cyclone, KOVE) and electric (EZI) portfolios distributed via MBP's Italian dealer network.
2. Exclusive distribution of partner brands in Italy: MBP MOTO SRL acts as exclusive Italian distributor for partner brands such as Cyclone, generating distribution-margin revenue on imported units.
3. Warranty, service, and aftermarket support: Provides warranty conditions, owner manuals, and maintenance documentation for sold models, supporting dealer service revenue and customer retention.

Pricing tiers

Go-to-market motion3 records

Core offering

MBP MOTO SRL is the Italian distribution arm of the Keeway Group, distributing and developing a multi-brand two-wheeler portfolio (Morbidelli, Keeway, EZI, Benda, Cyclone, KOVE) covering scooters, e-scooters, street motorcycles, cruisers, nakeds, adventure tourers and sport bikes from 50cc to 1000cc. The company operates an authorized Italian dealer network, holds exclusive Italian distribution rights for partner brands such as Cyclone, and runs a Bologna-based design and R&D operation (including the planned Centro Stile Morbidelli) supported by Keeway Group's global R&D in Shanghai. Its product line spans internal combustion (V-Twin, single-cylinder, parallel-twin platforms) and electric two-wheelers, with an electric Morbidelli range planned for the first half of 2025.

Product overview

MBP MOTO SRL is the Italian distribution company founded on 25 October 2021 by the Keeway Group and based in Budrio, Bologna, focused on two-wheeled innovation rather than a single software product. Its core offering is a multi-brand motorcycle and scooter distribution platform consisting of six brands: the acquired Italian legend Morbidelli (relauched 2024 with its own "Centro Stile Morbidelli" and R&D centre in Bologna), the group-owned Keeway scooter and small/mid-displacement motorcycle marque, the electric-only EZI line, the Chinese medium/high-displacement specialist Benda, the heritage American-derived Cyclone (exclusively distributed in Italy by MBP), and the racing-led KOVE. The portfolio covers scooters, e-scooters, street motorcycles, cruisers, nakeds, adventure tourers and sport bikes from 50 cc to 1000 cc (with an electric range planned for 2025), supported by an ISO 9001-certified quality policy, a dealer-locator service, downloadable owner manuals for every model, Italian-language warranty terms, and a corporate newsroom covering EICMA and EICMA Riding Fest events.

Differentiator

Problem solved

Functional benefit

Brands

• Morbidelli: Italian motorcycle brand acquired by MBP Moto in April 2024; offers street, naked, cruiser, adventure and scooter models from 125cc to 1000cc, plus electric models. Slogan: 'Beyond the Ride'.
• Keeway
• EZI
• Benda
• Cyclone
• KOVE

Products and services

• Morbidelli Legendary Italian motorcycle brand founded by Giancarlo Morbidelli with international racing successes from the 1970s across the 50cc, 125cc and 250cc classes. Acquired by MBP Moto in April 2024 and relaunched under the Keeway Group with the slogan 'Beyond the Ride', the brand offers road, crossover and scooter models from 125cc to 1000cc, with an electric motorcycle and scooter range planned for the first half of 2025. A new 'Centro Stile Morbidelli' and R&D centre are being established in Bologna.
• Morbidelli T1002VX Adventure tourer model with an exclusive 80-degree V-Twin 997cc engine, engineered for long trips and demanding terrain. Showcased at the March 2025 European Press & Dealer Event at Palazzo di Varignana in the Bologna hills; 20 pre-series units covered 29,400 km of testing. Launch price of €9,990 f.c. with a 36-month warranty (Euro 5+ version), available in white or black.
• Keeway Motorcycle and scooter brand founded in Hungary in 1999, part of the Keeway Group, positioned as a young, dynamic marque distributed in more than 73 countries. MBP Moto is the Italian distributor. The Italian model line-up includes scooters and small-to-medium displacement motorcycles such as ISKIA 125, K-Light 125, RK125V, RKF 125, Sixties 300, Superlight 125, V302C, V-Cruise 125, Versilia 50 and X-Light 125.
• EZI Emerging electric motorcycle and scooter brand owned by the Keeway Group, focused on designing and producing innovative, sustainable urban electric two-wheelers for a young, environmentally conscious customer base. EZI benefits from the Keeway Group's global distribution network across Europe, Asia and the Americas.
• Benda Chinese motorcycle brand founded in 2016 under Hangzhou Saturn Power Technology Co., Ltd., specialising in medium-to-high displacement motorcycles with a fusion of modern and classic design. Entered a strategic partnership with the Keeway Group in 2022, launching the V-CRUISE 125cc and V302C 300cc in Italy and Spain; the 2024 agreement expanded distribution to more than 16 countries. Notable products include the Chinchilla 500 and a powerful V4-engined range.
• Cyclone Motorcycle brand with a centennial heritage originating in the United States, known historically as the 'Yellow Demon of Speed' and ranked among the five most collectable motorcycle marques in the world. Currently owned by Chongqing Zonsen Automobile Industry Co., Ltd. ('Zonsen Motorcycle'), founded in 1995. MBP Moto SRL is the exclusive Italian distributor. Brand motto: 'Challenge for dreams, explore for dreams, persist for dreams'.
• KOVE Performance-oriented motorcycle brand whose line-up centres on three segments: Adventure & Rally, Sportive & Naked, and Enduro/Motocross. KOVE uses the world's toughest international competitions (Dakar, World Supersport 300, WSBK Sportbike, Motorally, upcoming MXGP 250) to develop production motorcycles in real time. In 2023 all three official 450 Rally bikes finished the Dakar on debut; the brand won the WorldSSP300 title in 2023 and scored three stage wins in Dakar 2026 Rally2.

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Piaggio Group: Italian multi-brand two-wheeler group (Piaggio, Vespa, Aprilia, Moto Guzzi) operating the closest analog to MBP's model: distributing multiple scooter and motorcycle brands through a dense Italian dealer network with cross-segment coverage from 50cc mopeds to large displacement.
• CFMoto: Chinese motorcycle and ATV manufacturer with an expanding European distribution footprint (often through KTM partnership), directly comparable to MBP's distribution of KOVE and Benda into the Italian market.
• Fantic Motor: Italian motorcycle brand revived under Chinese (Yadea) ownership, distributing a multi-segment line-up (enduro, motard, Caballero, electric Issimo) in Italy and Europe. Closely comparable to MBP's combination of Italian brand revival and Chinese manufacturing backing.
• SWM Motorcycles: Revived Italian motorcycle marque now owned by Shineray (China), producing enduro, dual-sport and retro models in the 125–650cc range distributed across Italy and Europe — a similar Italian heritage plus Chinese OEM combination.
• MV Agusta: Premium Italian motorcycle brand (also historically under Chinese ownership via Loncin/Thai-linked structures) producing sport and naked motorcycles in the 800–1000cc range, distributed in Italy through a multi-brand dealer model comparable to MBP's premium offerings.
• Moto Morini: Italian heritage motorcycle brand acquired by Chinese group Zhongneng Vehicle Group and relaunched with modern middleweight and V-Twin models distributed in Europe — a direct structural analog to MBP's Morbidelli relaunch strategy.
• Voge Motorcycles: Premium Chinese motorcycle brand (part of Loncin Group) distributed in Italy and Europe with a multi-segment portfolio comparable to Benda, KOVE and Keeway — directly competing for the same dealer and consumer segments.
• KOVE: Performance Chinese motorcycle brand distributed by MBP in Italy and competing across Adventure, Sportive and Enduro segments — a near-direct peer in the Chinese-brand-into-Europe play with racing credentials (Dakar, WorldSSP300).
• Zontes: Chinese motorcycle brand actively expanding into European markets with a dealer-led distribution model, competing for the same small-to-mid displacement Italian dealer shelf space as Keeway and MBP's distributed brands.

Broad incumbents

• KTM (Pierer Mobility): Large European multi-brand motorcycle group (KTM, Husqvarna, GASGAS) operating a broad portfolio with established Italian and European dealer networks — a benchmark for the multi-brand European distribution play that MBP is building, though at vastly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mbpmotosrl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MBP MOTO