*****
To keep Guzzi's oldest dealer afloat, click >HERE< -- See why below...
To keep Guzzi's oldest dealer afloat, click >HERE< -- See why below...
Preserving Italy’s historical and entrepreneurial heritage.
The case of the Primo Moretti Official Moto Guzzi Dealer in Macerata: Petition for the award of Honorary Moto Guzzi Dealer status
In December 2013, the Piaggio Group, which owns the famous historical brand Moto Guzzi, issued an unequivocal termination of their official trading arrangements to many official and authorized dealers in Italy. This notice was served without any prior warning and in a rather unusual way, and also involved some historical official dealers who had always provided excellent professionalism and dedication, earning the praise of multiple generations of Guzzi riders.
In particular, the termination notice served to the legendary official Guzzi Dealer Primo Moretti in Macerata (http://www.primomoretti.it) has caused a stir. This Store opened in 1922, one year after the foundation of Moto Guzzi, and it is the oldest official dealer still in business in the world; it has served exclusively Guzzi bikers with great dedication and utmost competence for 92 consecutive years and three generations; the store is still on the same premises where it opened in the early 1920’s and its impressive shop window is on the listed register of the historical and artistic heritage of the Marche Region in Italy. In spite of all this, the unexpected notice, which was sent without any specific reasons, withdrew Primo Moretti’s status as an official dealer, proposing a new business arrangement restricted to the sale of accessories and spare parts.
This decision has attracted many and varied criticisms from across Italy and several institutions, especially concerning the seeming inability of the Piaggio Management to understand the actual value of its well-established dealers beyond the mere economic and commercial interests.
Thanks to its distinguished century-old tradition, Moto Guzzi is a centrepiece of Italian history and excellence. During its long history, this brand has enjoyed huge support from many people who contributed to its success along the way, and it is one of the many Italian icons that are the envy of the world.
There was an almost immediate reaction from the Piaggio Group which, with praiseworthy care and some farsightedness, tried to remedy the situation by reverting to the previous contractual agreements with some dealers. The Primo Moretti Store was among them, but they were asked to give up their status as Moto Guzzi official dealer, demoting to a mere “authorized dealer”, refusing to support a well-established flagship dealer of its own commercial network, which has played a fundamental role throughout its long history.
Harley Davidson has some high-profile historical official dealers in the United States; although they do not have all the peculiar features that make Primo Moretti unique, they receive great care and consideration exactly because they offer much sought-after added value that any commercial brand would cherish.
We are convinced that the same level of care, energy and intelligence can and should be put into preserving and promoting the Italian historical heritage, instead of passively accepting the progressive impoverishment of its industrial, artisan and manufacturing tradition, which is already affecting many other business sectors.
For all these reasons, we support this petition asking the Piaggio Management to take all appropriate measures to recognize the Primo Moretti Store as an Honorary Moto Guzzi Dealer without any contractual obligations, as befits such honorary status. This would not only be a highly symbolic gesture, but it would also have great commercial value, since this would arguably be a unique case in the motorbike industry. An official dealer who has managed to hold high the banner of a bike maker for so long is a key asset that must be valued and supported. This is why we are asking for the award of this honorary status.
Gustav Mahler once said that “tradition is the handing down of the flame and not the worshipping of ashes”; we wholeheartedly support this petition, in the belief that the future can be built only by preserving and promoting the unique legacy that has been handed down to us by History.
Anima Guzzista finally wants to celebrate this decision with a plaque that will be donated
to the oldest Moto Guzzi Official Dealer in the world.
Anima Guzzista
http://www.animaguzzista.com
