MV Agusta and Langhe Monferrato Roero Tour Europe to Launch “Routes of Buon Vivere”

“Buon Vivere” isn’t a wish: it’s a promise. A promise made by MV Agusta, the legendary motorcycle manufacturer that’s recently made its first foray into the e-bike sector, and that created an important partnership with the Langhe Monferrato Roero Tourist Board: the agreement between the two players resulted in the launch of the “Routes of Buon Vivere,” a series of e-bike itineraries – complete with competition and prizes – that wind their way through the fertile hills of Barolo, Barbaresco and Dolcetto, for a truly life-affirming, joie de vivre experience.

The project has an international reach too: presented at MV Agusta’s flagship store in Milan, it was then exported to the MV Agusta store in Antwerp, Belgium, and later to the new MV Agusta store in London. Here the international tourist market and bike operators embraced the initiative with wholehearted enthusiasm as it opens up an innovative array of responsible tourism options.

The project is backed by the historic authority and sustainability focus of both brands too: MV Agusta already has its own e-Mobility department which transfers its long engineering experience to alternative mobility. The Langhe Monferrato Roero Tourism Board, for its part, represents an area with a strong food and wine culture, and an exclusive list of DOC, DOCG and DOP labels to its credit. So much so, in fact, that it has been awarded UNESCO World Heritage Site status. Lending even further authority is the fact that the project is partnered by ENIT, Italy’s National Tourist Agency, which supported and promoted it at the two events in Antwerp and London.

«MV Agusta’s e-mobility project encapsulates a quality Italian lifestyle concept and our AMO e-bike models are a good example of it. That is why our partnership with Langhe Monferrato Roero on the “Routes of Buon Vivere” project perfectly dovetails with our philosophy: it represents a tourist area of huge importance in which both the food and wine products are of the very finest quality and the area itself is ideal for using e-bike to explore its nature» explained Matteo Gerevini, Head of Marketing e-mobility MV Agusta.

A smaller but also longer presentation will be on display at the MV Agusta stand during Eurobike in Frankfurt, the top international cycling event.

«MV Agusta is for us a partner of absolute excellence, strategic to further communicate Langhe Monferrato Roero as the ideal destination for sports and outdoor lovers, in a top-level tourist offer – explains the president of Ente Turismo Langhe Monferrato Roero, Mariano Rabino – The aim of the European tour was precisely to tell about this original and promising partnership to some of our reference markets, but also to new interlocutors, presenting our hills of BuonVivere and the four new routes specially designed for E-bikes. An operation developed to open the doors to a new product that will find more and more space in the coming years».

By purchasing an MV Agusta e-bike in all European stores there is a chance to win a trip for two to Langhe Monferrato Roero. The contest which started in May and is going on until 31st August 2022, foresees three weekends for two people, to be spent at the end of September in Langhe Monferrato Roero to discover BuonVivere. They can can be won by those who buy an MV Agusta e-bike in Italy or Europe, but To be eligible to participate in the contest, all there is to do is purchase an MV Agusta e-bike in a store or online, and register on the e-bike.visitlmr.it website and enter one’s details, together with the proof of purchase, on the dedicated contest page.

The competition winners will be able to ride along the four itineraries designed to be experienced on an e-bike and which are available to the general public.

Ente Turismo LMR has studied four specially designed e-bike routes across the Langa del Barolo and Alta Langa, on low-traffic asphalt roads, which can be ridden independently thanks to a map, a gpx track downloadable from www.visitlmr.it, route interconnections, and charging station signs and points of interest. Two itineraries are dedicated to the Langa del Barolo, the land of excellence for wine, with its wineries and wine shops for gourmet stops and a breathtaking hillside landscape that changes from the bright green of the summer months to the warm yellow and red hues of autumn. The other two routes are set in Alta Langa, the high hills dominated by pastures, woods and hazelnut groves: here, small stone villages hide treasures to be discovered and savoured, such as PDO cheeses.