logo
New Delhi
New Cars
New Bikes
Used Cars
Go Green with EV
News & Reviews
Trending on c&b
Sell Your Car
Scrap Your Car
Pre Delivery Inspection

Registered Office

ADDRESS
Mahindra First Choice Wheels Limited, 602, 6th Floor, Tower - B, Embassy 247, LBS Road, Vikhroli (West), Mumbai - 400083
CONTACT
+91 9606045096
EMAIL
contact@carandbike.com

Who We Are

About UsMerger Scheme CopyNCLT OrderInvestor RelationsTerms and ConditionsPrivacy Policy

Follow Us On

car&bike Youtubecar&bike Twittercar&bike Facebookcar&bike LinkedIn
© Mahindra First Choice Wheels Limited 2025. All rights reserved.

Our Offerings

  • New Cars
  • Electric Cars
  • Electric Scooters
  • Used Cars
  • Compare
  • Sell My Car

News & Reviews

  • Latest News
  • Car News
  • Bike News
  • Comparison Reviews
  • Trending News
  • Videos
  • Knowledge Center

Popular Car Brands

  • Maruti Suzuki
  • Tata
  • Hyundai
  • Honda
  • Mahindra
  • Kia

Popular Car Models

  • Tata Curvv
  • Kia Seltos
  • Hyundai Verna
  • Mahindra Thar
  • Maruti Suzuki Ertiga

Popular Bike Brands

  • Royal Enfield
  • Hero
  • Yamaha
  • Jawa
  • Honda
  • Bajaj

Popular Bike Models

  • Yamaha MT 15
  • Royal Enfield Hunter 350
  • Continental GT 650
  • Bajaj Pulsar 150
  • Honda SP 125
  • Latest News
  • Latest Reviews
  • Car News
  • Bike News
  • Car Reviews
  • Motorsport
  • Bike Reviews
  • Electric

China’s Keeway Acquires Italian Motorcycle Brand Morbidelli

The historic Italian motorcycle brand has not produced a motorcycle for over 40 years, but now that’s likely to change after being acquired by the Chinese group Keeway.
car&bike Team
car&bike Team
1 min read
2024-04-22 18:09:46
Follow us on
China’s Keeway Acquires Italian Motorcycle Brand Morbidelli
Key Highlights
  • Morbidelli is a historic Italian motorcycle brand
  • Keeway is part of China's Qianjiang Group
  • Morbidelli MBP will have a design and R&D centre in Bologna

Historic Italian motorcycle brand Morbidelli has been acquired by China’s Keeway, part of the Chine giant Qianjiang Group, which also owns Benelli and QJMotor. Keeway has acquired Morbidelli through MBP Moto, which is “Moto Bologna Passioni” that made its debut at the 2022 EICMA motorcycle show in Milan. As a result of the acquisition, MBP Moto will now be renamed Morbidelli MBP. MBP Moto had presented several bikes at the 2022 EICMA, ranging from 125 cc single-cylinder models to 1,000 cc v-twin motorcycles. Although being part of the Qianjiang Group, the MBP models showcased at EICMA 2022 were not borrowed from Qianjiang’s existing platforms but were sourced from several other Chinese suppliers. In fact, MBP had also showcased two models at the 2023 Auto Expo in India, the C1002V cruiser, and the M502N roadster.

Also Read: MBP Showcases Two Models At Auto Expo 2023

The acquisition of the Morbidelli name is something which has been brewing since the end of 2022. Logos and names for Morbidelli MBP and Morbidelli MBP Pesaro were registered in Hong Kong by Powerlink, a company linked to the Qianjiang Group. With Keeway now essentially owning the brand, it’s a case of another Italian brand now being under Chinese ownership. A range of motorcycle models between 125 cc and 1,000 cc will be introduced, with Morbidelli MBP targeting US, European and Chinese markets to begin with. India's Adishwar Auto Ride International, which is behind the Benelli and Keeway brands' India presence, has plans to introduce MBP in India as well.

MBP Auto Expo 2023

India's Adishwar Auto Ride International (AARI) showcased two models from the MBP brand at the 2023 Auto Expo.

Also Read: Benelli, Keeway Drop Prices Of Select Models By Upto Rs. 61,000

Dante Bustos, CMO of Keeway Group, said, “This acquisition is a testament to MBP Moto's aspiration for excellence in the motorcycle industry. We are thrilled to welcome a historic premium brand like Morbidelli into our family. It will allow us to blend the legacy of racing and Made in Italy craftsmanship with our vision of the future of motorcycling. Our passion for innovation, combined with Morbidelli's rich heritage, will lead to the creation of motorcycles with an unrivalled blend of performance, design and history."

The original Morbidelli brand was created by Giancarlo Morbidelli in Pesaro, although the new Morbidelli MBP, as the name suggests, will be based out of 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.

Giancarlo Morbidelli and the Morbidelli V8 m1

Giancalo Morbidelli with the Morbidelli V8

The original Morbidelli brand name was famous for racing, going beyond the number of bikes it actually made. Morbidelli was quite successful in the 1970s in GP championships from 50 cc to 250 cc. In all, the brand won four titles, between 1975 and 1977, with three in the 125 cc class and one, in 1977, in the 250 cc class. Morbidelli’s racing activities ceased in 1982, but one famous Morbidelli racer from the late ‘70s was Graziano Rossi, the father of Valentino Rossi. In the 1990s, Morbidelli made headlines with plans to make a radical 850 cc V8 touring bike, but only four prototypes were made. Its $60,000 price tag, and rather quirky design didn’t find too many fans.

# Morbidelli MBP# Morbidelli Motorcycles# Qianjiang Group# Keeway Morbidelli# bike# Bikes# Two Wheelers

Related News

QJMotor SRK800RR Revealed In Leaked Image
1 min read
QJMotor SRK800RR Revealed In Leaked Image
Benelli’s Parent Company Working On Litre-Class V4 Engine
0 mins read
Benelli’s Parent Company Working On Litre-Class V4 Engine
2023 Harley-Davidson X350 Revealed Ahead Of Global Debut
2 mins read
2023 Harley-Davidson X350 Revealed Ahead Of Global Debut
Harley-Davidson X350, X500 Details Leaked; Debut Soon
2 mins read
Harley-Davidson X350, X500 Details Leaked; Debut Soon
2022 QJMotor 600RR Could Become Future Benelli Tornado 650
1 min read
2022 QJMotor 600RR Could Become Future Benelli Tornado 650

Latest Cars

  • Skoda Octavia RS
    Skoda
    Octavia RS
    Ex-showroom Price
    ₹ 49.99 Lakh
  • Maserati MCPura
    Maserati
    MCPura
    Ex-showroom Price
    ₹ 4.12 - 5.12 Crore
  • Mahindra Bolero Neo
    Mahindra
    Bolero Neo
    Ex-showroom Price
    ₹ 8.49 - 9.99 Lakh
  • Mahindra Bolero
    Mahindra
    Bolero
    Ex-showroom Price
    ₹ 7.99 - 9.69 Lakh
  • Mahindra Thar
    Mahindra
    Thar
    Ex-showroom Price
    ₹ 9.99 - 16.99 Lakh
  • Citroen Aircross X
    Citroen
    Aircross X
    Ex-showroom Price
    ₹ 8.29 - 13.69 Lakh
  • Maruti Suzuki Victoris
    Maruti Suzuki
    Victoris
    Ex-showroom Price
    ₹ 11.93 - 23.19 Lakh
  • VinFast VF7
    VinFast
    VF7
    Ex-showroom Price
    ₹ 24.23 - 29.57 Lakh
  • VinFast VF6
    VinFast
    VF6
    Ex-showroom Price
    ₹ 19.13 - 21.22 Lakh
  • Citroen Basalt X
    Citroen
    Basalt X
    Ex-showroom Price
    ₹ 7.95 - 13.11 Lakh
Explore Other Topics
Trending NewsCar NewsElectric Car NewsBike NewsComparisonsMotorsportsUpcoming Car News

Trending News

  • 2025 India Bike Week Rescheduled: New Dates To Be Announced Soon
    2 mins read
    2025 India Bike Week Rescheduled: New Dates To Be Announced Soon
  • Skoda Octavia RS Launched In India At Rs 49.99 Lakh
    2 mins read
    Skoda Octavia RS Launched In India At Rs 49.99 Lakh
  • Toyota Urban Cruiser Hyryder Aero Edition Launched; Offers Accessory Kit For All Variants
    1 min read
    Toyota Urban Cruiser Hyryder Aero Edition Launched; Offers Accessory Kit For All Variants
  • Kia Carens Clavis EV Line-Up Expanded To 6 Variants; New HTX E & HTX E (ER) Trims Added
    1 min read
    Kia Carens Clavis EV Line-Up Expanded To 6 Variants; New HTX E & HTX E (ER) Trims Added
  • Nissan Magnite AMT Launched With CNG Kit, Prices Start At Rs. 6.88 lakh
    2 mins read
    Nissan Magnite AMT Launched With CNG Kit, Prices Start At Rs. 6.88 lakh
  • Tata Nexon With ADAS And New Red Dark Edition Launched In India
    2 mins read
    Tata Nexon With ADAS And New Red Dark Edition Launched In India
  • TVS Apache RTX: In Pictures
    3 mins read
    TVS Apache RTX: In Pictures
  • Triumph Speed Triple RX Launched at Rs 23.07 Lakh; Only 5 Units Allotted for India
    1 min read
    Triumph Speed Triple RX Launched at Rs 23.07 Lakh; Only 5 Units Allotted for India
  • Hyundai Confirms Next-Gen Android-Based OS For Future Cars In India
    1 min read
    Hyundai Confirms Next-Gen Android-Based OS For Future Cars In India

Latest News

  • NewsNews
  • Expert ReviewExpert Review
View All
  • 2025 India Bike Week Rescheduled: New Dates To Be Announced Soon
    car&bike Team | Oct 17, 2025
    2025 India Bike Week Rescheduled: New Dates To Be Announced Soon
    The 2025 edition of IBW, earlier planned for December 12-13, will now be held on new dates to be announced in the coming days.
    2 mins
  • Skoda Octavia RS Launched In India At Rs 49.99 Lakh
    Jafar Rizvi | Oct 17, 2025
    Skoda Octavia RS Launched In India At Rs 49.99 Lakh
    The Octavia RS made its debut in India at the Auto Expo 2025, with all 100 units of the allotment sold.
    2 mins
  • Toyota Urban Cruiser Hyryder Aero Edition Launched; Offers Accessory Kit For All Variants
    car&bike Team | Oct 16, 2025
    Toyota Urban Cruiser Hyryder Aero Edition Launched; Offers Accessory Kit For All Variants
    The exclusive styling package accessories are available at an additional cost of Rs 31,999 and will be offered across all Toyota dealerships nationwide.
    1 min
  • Kia Carens Clavis EV Line-Up Expanded To 6 Variants; New HTX E & HTX E (ER) Trims Added
    car&bike Team | Oct 16, 2025
    Kia Carens Clavis EV Line-Up Expanded To 6 Variants; New HTX E & HTX E (ER) Trims Added
    The new variants of the Carens Clavis EV essentially offer value-added trims that borrow some premium features from higher-spec trims.
    1 min
  • Nissan Magnite AMT Launched With CNG Kit, Prices Start At Rs. 6.88 lakh
    Shams Raza Naqvi | Oct 16, 2025
    Nissan Magnite AMT Launched With CNG Kit, Prices Start At Rs. 6.88 lakh
    After introducing CNG with manual transmission options, the Japanese carmaker is now also offering the same with AMT variants of the SUV
    2 mins
  • Tata Nexon With ADAS And New Red Dark Edition Launched In India
    Bilal Firfiray | Oct 16, 2025
    Tata Nexon With ADAS And New Red Dark Edition Launched In India
    Tata Nexon becomes India’s top-selling car in September 2025. To mark the occasion, Tata has added ADAS in the line-up and launched the new Red Dark Edition across petrol, diesel, and CNG variants, starting at Rs 12.44 lakh.
    2 mins
  • Eurogrip Tread Talks 2025: Tyre Tales
    Janak Sorap | Oct 17, 2025
    Eurogrip Tread Talks 2025: Tyre Tales
    A factory tour on what goes into making two-wheeler tyres at Eurogrip’s Madurai plant, followed by a scenic ride to Kodaikanal.
    1 min
  • Royal Enfield Guerrilla 450 Vs Bajaj Dominar 400 Comparison Review
    Preetam Bora | Oct 10, 2025
    Royal Enfield Guerrilla 450 Vs Bajaj Dominar 400 Comparison Review
    Roadster or sport tourer? And to answer that question we have the Royal Enfield Guerrilla 450 in a head-to-head comparison with the 2025 Bajaj Dominar 400.
    1 min
  • Tata Harrier EV Road Test: Big, Bold, and Brilliantly Electric
    Bilal Firfiray | Oct 8, 2025
    Tata Harrier EV Road Test: Big, Bold, and Brilliantly Electric
    We test the new Tata Harrier EV to find out how far it can really go. Real-world range, driving impressions, features, verdict, and everything else. We got you covered.
    5 mins
  • Porsche Macan EV Review: Sharper, Faster, More Serious
    Bilal Firfiray | Oct 3, 2025
    Porsche Macan EV Review: Sharper, Faster, More Serious
    When it comes to making EVs, Porsche knows a thing or two. So when the Macan EV become electric-only in its second-gen, how much of the iconic Porsche DNA does it retain?
    6 mins
  • Honda CB 125 Hornet Review: Gunning For Gold!
    Preetam Bora | Oct 1, 2025
    Honda CB 125 Hornet Review: Gunning For Gold!
    Is the Honda CB 125 Hornet just a flashy commuter or a serious contender for the top spot in the segment? We spent a few days with the new CB 125 Hornet to find out.
    6 mins
  • Home
  • News
  • bike
  • China’s Keeway Acquires Italian Motorcycle Brand Morbidelli