Q: When is a motorcycle dealership more than just a motorcycle dealership? A: When it’s being styled as an “art gallery” with a bar where people can have a drink and peruse the “motorcycle art” of high-end Italian manufacturer MV Agusta.
Plymouth’s Macpherson Motorcycles has just opened its new MV Agusta showroom after acquiring space in the 19th Century, Grade II listed AE Monsen Ship Stores building, on the Barbican. The showroom is open on Tuesdays to Saturdays from 9am to 5pm, and later on Thursdays.
Business boss Chris Macpherson said the showroom is the realisation of a dream. He said the vision is for people to come in, have a drink and view the motorbikes as works of art.
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He said: “This is an art gallery. That’s how we perceive it. MV’s slogan is ‘motorcycle art’ and that’s the idea. It’s amazing to bring a brand like this to Plymouth.”
MV Agusta’s bikes are seen as the Ferrari of the motorcycle industry. The company makes each vehicle by hand at its factory in Schiranna, near Milan. Each bike contains the name of the engineer who built the engine and every part is branded MV.
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Inside the new MV Agusta motorcycle showroom and gallery at the Barbican in Plymouth The Italian company only employs 200 people and makes just 5,000 motorcycles a year.
(Image: William Telford)A Brutale 1000 RR motorcycle at Macpherson Motorcycles’ MV Agusta showroom. Being such a premium product the bikes don’t come cheap and can hit more than £70,000, but at the moment the Plymouth showroom has a range from £13,000 to £32,000 for the Brutale 1000 RR
(Image: William Telford)MV Augusta’s Gianluca Maggiori, who travelled from Italy for a launch event at the Barbican, said more expensive models are on their way. He said: “We have motorcycles for sale at up to £70,000–plus. That is the Superveloce 1000. It will come here, for sure.
(Image: William Telford)MV Augusta’s Gianluca Maggiori said: “MV is the king of motorcycles. Some do not even get ridden – they go into people’s living rooms. Some people just want something amazing in their houses. We’ve had people buy them that don’t even have a licence, they just want the design.”
(Image: William Telford)Gianluca Maggiori said the MV Agusta was keen to have a franchise in the South West, the nearest is in Dorset, because the region is famous for being a great place to ride. He was also impressed by the passion displayed by Chris Macpherson and his team – and the location.
(Image: William Telford)Kayley Ferguson, behind the bar at the new MN Agusta motorcycle showroom at the Barbican in Plymouth
(Image: William Telford)Luca Maggiori from MV Agusta said about Macpherson Motorcycles’ new Plymouth showroom: “It’s not a corporate identity. They have integrated the history of Plymouth – it’s unique. Plymouth is a great place, lots of history, and tourists.”
(Image: William Telford)Chris Macpherson, of Plymouth’s Macpherson Motorcycles, outside the new MN Agusta showroom in the Barbican. The new franchise is owned by Macpherson Motorcycles, which started in 2019 and has a successful base at Cattedown. Chris said he wanted to sell MV Augusta bikes but the Italian company said he needed a showroom, so he scouted around and saw the former ships stores building was available. He said: “I fell in love with the building.”
(Image: William Telford)The former AE Monsen Ship Stores building was a shell with no electrics in it but Chris Macpherson and his partner Tash Mears did the internal design, keeping elements from the old ships stores, including this winch from the fourth floor of the building, now strategically located in the main showroom. He said: “We’ve kept some of the history.”
(Image: William Telford)Helmets on display in the MV Agusta motorcycle showroom at the Barbican in Plymouth. The showroom also has an attractive bar, and outside seating too. And the new venture will create jobs and provide a new addition to the city’s waterfront businesses.
(Image: William Telford)