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Moto Guzzi and the American Axe: New Web Site Emphasizes Guzzi Individuality and Character

As our daily lives become increasingly abstract . . . experienced through computers, televisions and other digital media, many are reaching out for “authenticity”, something real, not virtual.

I have written before about the appeal of the somewhat rough-hewn nature of Moto Guzzi. The new web site, Moto Guzzi Originals, emphasizes this authentic nature (take a look at the Japanese concept of Wabi) and aligns itself with other “authentic” products such as the American axe from Best Made Company, which has exploded in popularity according to the New York Times. Here is the press release we received yesterday. The new site is worth taking a look at.

New York, NY (May 15, 2012) – Moto Guzzi USA, the North American importer of the Piaggio Group’s iconic Moto Guzzi motorcycle brand, is introducing Moto Guzzi Originals, a new website for individuals who have a passion for brands and products that create – not follow – a trend. The microsite invites users to explore the unique heritage and many industry-first innovations of Moto Guzzi motorcycles, as told through the Italian brand’s designers, owners and enthusiasts. The site also introduces visitors to brands and products that define what it truly means to be an “original,” and invites users to contribute and share their own “originals” content via Twitter @MotoGuzzi, a new Facebook app at or in the photo gallery.

“For more than 90 years, Moto Guzzi has designed and crafted innovative, comfortable category-defining motorcycles that attract customers who are true originals – just like their ride of choice,” said Melissa R. MacCaull, vice president, marketing, Piaggio Group Americas. “We want Moto Guzzi Originals to be an inspiration for the next generation of riders as well as anyone who values the timeless appeal of brands and products that stand apart thanks to their originality and high quality craftsmanship.”

New Microsite Celebrates Past, Present and Future Originals

To highlight what brand and product characteristics have allowed Moto Guzzi to stand the test of time for more than 90 years, Moto Guzzi Originals engages and educates consumers about the brand’s timeless style, character and innovative design. A mix of visual, interactive and written content touches on Moto Guzzi’s many pop culture and historical moments, offers up never-told-before stories from enthusiasts and legendary designers and features an ever-growing gallery of user-submitted photos that capture the interpretation of the “originals” lifestyle.

Site content includes:

  • Moto Guzzi Originals Dialogue – a blog that brings the Moto Guzzi ethos to life with posts written by Guzzi and category experts including Enrico Cantoni, one of the original engineers of the famous Moto Guzzi engine of 1955, V8 engine in the Otto Cilindri, and Miguel Galluzzi, Director of Piaggio’s Advanced Design Center. A series of Guzzi “like-minded” products, brands and services are also featured on the blog. The direct link to the blog section of the microsite is and fresh content will be added two to three times a week;
  • Moto Guzzi Originals Gallery – A showcase of user-submitted photos that reflect contributors’ visions of the style spirit and essence that echo the Moto Guzzi definition of an “original.” Visitors upload their favorites via Twitter or Instagram by using the hashtag #guzzioriginals;
  • Moto Guzzi Model Lineup – Snapshots of the new 2012 model lineup starting with the head-turning V7 Racer, an homage to the extraordinary racing career of the V7 Sport, followed by the V7 Classic, Stelvio 1200 NTX, Griso 8V SE and Norge GT 8V;
  • Win a Moto Guzzi Vintage Leather Riding Jacket Promotion – Site visitors are given an opportunity to enter to win a vintage leather Moto Guzzi riding jacket through October 1, 2012.

To support the Moto Guzzi Originals campaign, Moto Guzzi USA will also launch a targeted digital advertising campaign, including Google and Facebook media.

For information about Moto Guzzi in the USA, visit and in Canada, visit To get the latest news and updates from Moto Guzzi, like them on Facebook at


  1. Eddie says:

    I lusted after Guzzis for years until our last dealer, who was in business for a lifetime, closed down after the owner mentioned that the Guzzi didn’t feel his sense of urgency. What he was referring to was the fact that it took months and months to get common parts. When he’d call in he’d get an answering machine.

    A problem with all Italian bike manufactures is that they just don’t give a darned what we want, need or say. They go their own way and don’t seem to need our money. And they all suffer the consequences as those manufacturers change hands regularly. How they find new fools to take over the debts is a mystery.

    I don’t buy products from manufacturers knowing that they are going to turn their backs and walk away.

    I don’t have a need for a Guzzi any longer.

  2. Randy says:

    I called and rode up to Idaho falls yesterday to to check out the shop at 804 Pincalle the store is no longer there. I actually met someone at a coffee shop in Pocatello on the way home and they ride a Guzzi! They called the shop where they bought their bike (Spinners) from their cell and got the same “non-voicemail” that I got – turned out to be the same number. I think the shop in Idaho Falls may be no more. 🙁
    BTW, when I was going to the Pincalle address, I went by a Harley shop and they were doing some sort of event where Harley Hotties were washing customers bikes…..will we be doing a lot of those types of events??? 😉

    • zuki says:

      That’s lame! They need to update their dealer list on the website. So is the next closest dealer in Denver? At least your trip didn’t turn out so bad in the end… did you get your bike washed? 😀

  3. Don says:

    It’s a pity the V7’s (and where is the Stone, best looking new model, on that site?) appear to run on the small side from what I’ve read. I really like the styling, but I don’t want to look like a character from Mario Kart. (Big guy, sticking out of little car/bike, in case you’re unfamiliar…)

  4. bikerrandy says:

    If you can’t imagine riding long distances w/o a Guzzi dealer nearby, then you are not MG material. If you don’t do most your own MC maintenance, then you better stick to a Jap. brand bike. I’ve ridden Guzzis for over 37 years cross country many times. I hardly ever have issues of real concern on cross state rides 1 or 2up. Own a few other MC brands too.

    • DaveA says:

      So…if you haven’t ever had any issues of real concern over a 37 year MG history, then why do you say you have to do most of your own maint. else stick to a “Jap. brand bike?”

    • Randy says:

      “MG material”….interesting take. I have no problem riding “cross states” but if I am going to spend 13k on a new bike I would like to be somewhat close the the dealer just in case some warranty work needs to be accomplished. Mechanical things break and Guzzis are mechanical things. And, no, I don’t do my own mx….never have. But your opinion notwithstanding, I will go ahead and test ride a Griso when the opportunity presents itself – if thats OK with you – and I may even buy one! And when I do I will park it in the same garage where I have parked all of my my “Jap” bikes, my Italian bikes and my British bikees.

  5. Wayne says:

    Can’t the same stuff be said about H-D?

  6. DaveA says:

    When I was single, I often emphasized my individuality and character too. Coincidence?


  7. JimmyFloyd says:

    The local Guzzi dealership here in Seattle has a “Fly and Ride” promotion, so folks from out of state can come in and try a bike.

    I recently test rode a Griso. It’s definitely on my list of “will have” bikes, although I think it’s slightly over-priced.

    I hear they’ve got new products in the pipeline, so I’ll definitely keep an eye out.

  8. Dave says:

    If only that beautiful bike made ~15hp/10lb-ft more power.

    • John says:

      I have to totally agree. It’s 2012 and we have still not seen a water cooled Guzzi. I just can’t bring myself to pay $13,000 for under 100 hp at the rear wheel. I love their styling, but would like to see a little more performance for my buck.

  9. MGNorge says:

    Having been a Guzzi owner for about 4 years now I have become very fond of the brand. I think that’s natural with most riders unless they’re having troubles of one sort or another? My honest impression is that Guzzi makes “honest” bikes, very capable, comfortable, well made bikes. They have no pretensions for being top horsepower king or topple over with bling. They seem to exude a personality, as Dennis Gage has put it, their engines seem to beat like a heart.
    If you haven’t ridden a Guzzi before you may just find that when you do a smile comes to your face.

  10. Stone says:

    Align themselves with a company that charges $300 for an axe because they paint the handle and give it a name…LOL…can you say poser?

  11. Biker King says:

    It obviously is a website to promote Moto Guzzi, not other brands. This is a site sponsored, and paid for by Moto Guzzi, why would they promote other brands?

  12. Daniel says:

    It’s about time ! Piaggio rescued Guzzi from bankruptcy and slowly but surly has breathed new life into the Guzzi name with new exciting machines that still retain the Guzzi Character.

  13. Randy says:

    It would appear that Guzzi is making some pretty cool bikes. I really would like to test ride one…especially the Griso. However, it just seems to me that the brand really can’t gain any traction in the U.S.; at least the region of the country I live in. I reside in Salt Lake City (1.5 million pop,) and the closest dealer I can find is in Denver 9 hours away!

  14. Denny says:

    Guzzimania gone too far. One result is that it may go completely astray and create nonsense (and there are indications of it already) far away from true brand’s intentions. There are other brands, for GS. It should be about motorcycle as such, not one ‘chosen’ brand.

  15. morpheus says:

    No question in my mind, when you ride the goose you’re macho.
    I haven’t had one since a well worn 750 Ambassador I had circa 1975.
    If they would make one that had an 1100 engine with the styling of the V7 I would likely seriously consider buying one. Not as an only bike but as a part of the stable it would be cool.

  16. Michael H says:

    Nice website!

    I’m waiting for Moto Guzzi to adapt the radical notion of having a dealer in each state.