As a long time Aprilia fan and previous owner, that's a pretty depressing read. Surprisingly (though perhaps not), the writer failed to mention what was probably the biggest step in Aprilia's decline-- their purchase of Moto Guzzi for roughly $100M of debt assumption when MGs net worth was actually negative. At the time, it was characterized as an emotional purchase by Ivano Beggio, President of Aprilia, based on a boyhood ambition. Otoh, having something of an understanding of Italian finances (I used to work at Olivetti when it was controlled by the Agnellis) I suspect there may have been more than childhood ambition involved My hazy recollection is also that about this time Italy passed a scooter helmet law, which cratered sales for a while. Shortly after the purchase- I noticed deterioration in MG and Aprilia parts and warranty support (I owned an MG and an Aprilia at the time, and was involved in MGNOC and was close to some Aprilia US management). It got progressively worse since then and for the most part hasn't improved. Aprilia is basically being kept alive (or something like it) by a few dealers (AF1 comes to mind) and the general brilliance of the V4 bikes. I suspect without the crushing debt load of the MG purchase, the Aprilia story would be much different.