What they say about us: Marco Luzzini

Parma 06 July 2015

Dear

Last Saturday when I went into your dealership to check out the bike, I was struck by the beauty of your shop, which I knew well.

In reality there are more modern or more elegant ones, although yours is very well defended, but in no other dealership is there such a passion for motorcycles, Moto Guzzi, and for this reason you come willingly and with confidence.

Next to the beautiful new bikes there is the Telaio Rosso, a beautiful V7 Special from the 70's, a delightful Galletto, and every now and then some new surprise pops up, personally I would pay a ticket to get in like a small museum.

You can feel that you know the motorcycles you sell, and even more because you know all their history, from you you don't just buy a beautiful mechanical object, but a small myth, you live the passion for a brand.

If you travel do it in Guzzi: I happened to know sellers who for themselves do not use the brand they sell; there is nothing more destructive: "knows them and avoids them".

Beyond the somewhat romantic aspects, in this way you keep up the value of a historic Italian brand, you add value to it, and you guarantee better sales.

In short, the small community that revolves around your shop does not by chance remain strictly faithful to the Guzzi brand: it would be a bit like betraying your own family.

Motorcycles are not only bought on a rational basis, but also on an emotional one; and emotionality does not only come from communication campaigns, but from the rootedness of communities of enthusiasts in the territory; from the sense of belonging. You have to feel that there is something solid behind the advertising, otherwise a nice campaign would be enough to create a great brand.

The intangible values of a brand are intangible, but they are very concrete and can have a very high monetary value.

At the first Harley meeting in California in 1984 28 Harley riders showed up, now there are almost 400,000 Harley club members, most of them if they had to choose another bike would not even consider a bike other than Harley.

Couldn't it be the same for Guzzi?

In your own small way you have formed an informal club, but very solid and very pleasant to be with; and I am convinced also very faithful to a fine Italian brand.

Excuse me these two lines that came to me spontaneously after my visit on Saturday, in your small way you hold high with passion and impeccable professionalism the flag of a beautiful Italian brand, congratulations and best wishes.

Best regards,

Marco Luzzini