東山再起:老牌機車品牌奧古斯塔的復興

The story. In August 2010 Claudio Castiglioni, a motorcycle aficionado and serial entrepreneur, bought back the iconic Italian motorcycle brand MV Agusta from Harley-Davidson. It was the third time in 20 years he had owned MV Agusta, a high-end brand that enjoyed huge success in races from the 1950s to the 1970s. He had twice relinquished this prize asset because of financial difficulties in the Castiglioni-owned portfolio of companies.

先說一下案例背景。2010年8月，摩托車狂熱愛好者、職業創業者(serial entrepreneur)克勞迪奧•卡斯蒂廖尼(Claudio Castiglioni)，從哈雷戴維森(Harley-Davidson)手中回購了意大利標誌性摩托車品牌奧古斯塔(MV Agusta)。這是20年來他第三次擁有奧古斯塔。這個高端品牌曾在上世紀50年代至70年代在賽車場上取得巨大成功。由於卡斯蒂廖尼旗下公司的財務困難，他曾兩次放棄這一寶貴資產。

Mr Castiglioni had revived other motorcycle brands such as Ducati, and he hoped it would be third time lucky with MV Agusta.

卡斯蒂廖尼曾帶領杜卡迪(Ducati)等其他摩托車品牌實現復興。這一次，他希望藉着“第三次的幸運”（西方人認爲第三次嘗試成功的可能性比前兩次更大——譯者注）振興奧古斯塔。

The challenge. The financial crisis had hit an already declining motorcycle market and MV Agusta’s sales had fallen sharply.

再來看振興奧古斯塔面臨的挑戰。金融危機對業已率落的摩托車市場造成了衝擊，奧古斯塔的銷量大幅下滑。

The company's financial situation was dire. In 2009 it had revenues of just