The historic Italian brand Morbidelli has been acquired by the Chinese group Keeway. Keeway has acquired Morbidelli through MBP Moto, MBP standing for “Moto Bologna Passioni”. MBP Moto will be renamed Morbidelli MBP following this new acquisition.
The acquisition is something that has been in the works since the end of 2022, when the logos and names of Morbidelli MBP and Morbidelli MBP Pesaro were registered in Hong Kong by Powerlink, a company linked to the Qianjiang Motorcycle group that owns Keeway as well as Benelli, another historic Italian brand.
Although the original Morbidelli brand was created by Giancarlo Morbidelli in Pesaro, the new Morbidelli MBP, as the name MBP suggests, will continue to be based in Bologna.
There, the Centro Stile Morbidelli and a new Research and Development Center will be built “to explore new technologies and materials, improving design, performance and bringing the excellence of Italian motorcycling to the world, in the name of Giancarlo Morbidelli’s heritage and passion,” says Morbidelli MBP.
The new brand’s range will consist of scooters between 125cc and 500cc and motorcycles between 125cc and 1,000cc. An electric range is due to be unveiled in 2025, and Morbidelli MBP is targeting the US, European and Chinese markets. MBP’s current range consists of bikes such as the C1002V cruiser and the M502N naked.
The fame of the original Morbidelli came mainly from racing. He started in the Motorcycle World Championship in 1969, in the 50cc class, and would go on to race in the 125cc, 250cc, 350cc and 500cc World Championships throughout the 1970s. Morbidelli won four titles between 1975 and 1977, three in the 125cc class and one, in 1977, in the 250cc class. Racing activities ceased in 1982.