Moto Guzzi Taking the Motorcycle Show Experience to Airports to Promote the California 1400

A pair of muscular-looking V-Twin cruisers sit on a dais in front of a dramatically lit backdrop as attractive female brand representatives greet guests, answer questions and pose for pictures. This scene is fairly commonplace at convention centers during the motorcycle show season, but Moto Guzzi is taking the scenario to a new location: airports.

Moto Guzzi is bringing the motorcycle show experience to select airports in Europe to promote its new California 1400 models. Earlier this month, Moto Guzzi displayed the California 1400, in both Touring and Custom garb, at Linate Airport in Milan, Italy, Leonardo da Vinci International Airport in Rome and Frankfurt Airport in Germany, offering passengers a look at the company’s new flagship cruiser and tourer. Similar displays are currently set up in London’s Heathrow Airport and Charles de Gaulle Airport in Paris until Feb. 28.

The display models were accompanied by hostess in Moto Guzzi-branded jackets to answer questions about the bikes, help visitors take a seat and pose for pictures. The hostesses also carry tablets with more information about the California models and to help collect information from visitors.

Moto Guzzi is going through a bit of a renaissance this year with the new California models as well as its V7 series, all of which received new engines in the last year. Moto Guzzi has been part of the Piaggio Group since 2004 but it appears the parent company is ready to throw some serious muscle into pushing the Golden Eagle brand.

The company has been known for its rather oddball cruisers thanks to their longitudinally-mounted V-Twin engines, a tradition continued with the new California models. The California 1400s add a lot of modern technologies developed from Piaggio’s other brands such as Aprilia, adding features such as ride-by-wire, multiple ride modes, three-level traction control and ABS, features rarely offered in most cruisers and tourers.

The 2013 Moto Guzzi California 1400 Custom and Touring models arrive at American dealerships in the spring. Moto Guzzi is pricing the Custom model at $14,990 while the Touring model is listed at $17,990.

[Source: Moto Guzzi]

By Dennis Chung