At Italjet, we do not host quiet launches.
And we certainly do not do beige.
At the prestigious Gaysorn Tower, high above the rhythm of Bangkok’s skyline, we unveiled three machines dressed entirely in black: the Dragster 700, the Dragster 459 Smart Shift, and the Dragster 300 Black Edition.
This was not coincidence.
This was intent.
A Diplomatic Evening, Rewritten
The Italian Ambassador was originally scheduled to attend the evening’s reception. Unfortunately, due to unforeseen circumstances, he was unable to be present.
Instead, we were honoured by the attendance of Pierandrea Francavilla, Second Secretary of the Italian Embassy in Thailand.
During our discussion, I shared something central to Italjet’s identity: we remain one of the last historic Italian motorcycle brands still owned by the original founding family.
In a landscape where even icons such as Lamborghini and Ducati now operate under German ownership, Italjet continues to make its decisions in Italy, led by the same family that shaped its DNA.
That independence is not nostalgia. It is conviction.
And it resonated.
A Night Dressed in Black
The theme of the evening was black.
All three motorcycles launched were presented in black variations. Guests followed suit. Press, celebrities, influencers and partners arrived dressed in black, reinforcing the atmosphere of the event.
The result felt less like a product unveiling and more like a declaration.
Black is presence.
Black is confidence.
Black does not ask permission.
Against the glass and steel of Gaysorn Tower, with Bangkok’s skyline reflecting off aluminium and shadow, the lines of the Dragster became almost architectural. Mechanical sculpture framed by a living city.
The Machines
Dragster 700
A statement of intent. A machine that refuses to sit politely within category boundaries.
Dragster 459 Smart Shift
A technical evolution that challenges traditional expectations of transmission and rider interaction.
Dragster 300 Black Edition
Compact in footprint, bold in attitude and unmistakably Dragster.
Three machines.
One philosophy.
The Team Behind Italjet Thailand
No event like this happens without the right people on the ground.
Ken, our distributor for Thailand, has shown an exceptional level of dedication to the Italjet brand. His understanding of what Italjet represents goes beyond sales. He understands the identity, the disruption, the heritage and the attitude.
That alignment matters.
Standing alongside him was his good lady wife, who I jokingly refer to as the First Lady of Italjet Thailand. But behind the humour is real appreciation. Their partnership, energy and belief in the brand are visible in everything they do.
A very special thank you must also go to Ken’s entire team. The execution of the event at Gaysorn Tower was seamless. From media coordination to production detail, every element reflected professionalism and genuine passion.
This was not just a launch organised by a distributor.
It was a statement delivered by a team that truly understands Italjet.
The People in the Room
Thailand’s major press outlets were present, alongside respected local celebrities and influential voices from the motorcycle and lifestyle community.
Massimo Tartarini, President and CEO of Italjet, engaged directly with media and partners throughout the evening.
I was also proud to be there in my role as Marketing and Commercial Director for Italjet. Currently travelling across Asia to visit our dealers and distributors, this launch formed part of a wider regional tour focused on strengthening our global network and supporting our partners on the ground.
Events like this are not simply about unveiling motorcycles.
They are about reinforcing relationships, heritage and direction.
Bangkok as the Backdrop
Bangkok moves with urgency and character.
That energy mirrors Italjet.
Launching three black machines above the city skyline felt deliberate and entirely fitting.
This was diplomacy.
But interpreted through design, engineering and conviction.
Next stop: The Philippines.
The tour continues.
