I am no economics expert but what little I do know is that there isn't a business theory that says the only way to make money is to sell more product. There are a variety of ways to improve profitability strategically and over time versus simply improving scale (which is what you are implying). As a very simplified example; one could have an increasingly larger margin while selling the same number of units. So a larger customer base is not, the only or even in some cases, best alternative. In some cases, sure. As a purely accepted maxim of the business world or economists; no. That said, I do think opening the brand up in terms of additional product lines, is the right step for MV. If you look at what is happening in the motorcycle business from a pure consumer perspective; company's are innovating & differentiating and creating new segments, with new targeted consumers. Those consumers are buying different "kinds" of motorycles at the expense of MV altogether, not because they do not like MV, but because they have changing tastes in the type of bike they wish to own. If MV can give its customers the attributes (Ie. Uniqueness, quality workmanship, exotic) of an MV but in a bike that is perhaps not an F4 or a Brutalina, but do so in a different cycle segment, then by all means, they should. I hear your concern, but I do not think your particular brand perception and the evolution of MV are mutually exclusive of each other. If they do things properly, they can do the necessary things to survive; keep their doors open, keep their bikes exotic, build better quality bikes, improve their supply chain and still be that premium brand that you think of when you look at your F4.
Nice looking bike BTW!!
In case it is not obvoius. I think its highly likely that MV is looking at diversifying their product lines.
As long as MV keeps its brand mystique, i think diversification would be great. I, for one, would love to have my other needs satisfied by MV. How many MV owners have other toys in their garages by other brands? Dual sport, dirt bikes even quads and snowmobiles. How many folks living in the north would LOVE to ride MV in the winter? on the snow? Or ripping up some dirt/sand with their mates? I understand that it waters down the brand in a way, but with the right quality and style, it could bring the brand even higher. Also, while becoming more profitable, MV could revert to making F4 even better at higher costs, aka exotic.
P.S. Don't hate me, just a Friday morning opinion.