Moto Morini deploys AI sales agent to handle dealer leads around the clock
Moto Morini, the Italian motorcycle brand, has deployed an AI Sales Agent on its U.S. website to qualify buyers and route them to dealers 24/7. The tool handles product questions, assesses purchase intent and connects ready-to-buy customers to their nearest dealership without human intervention.
The AI system addresses a concrete problem: Moto Morini's U.S. dealer network and market presence are expanding faster than traditional contact forms can handle. Website traffic, product inquiries and sales leads now exceed what manual processes can manage efficiently.
How it works for dealers
Instead of a static contact form, buyers on motomoriniusa.com encounter a conversational AI that understands the full product lineup. The agent qualifies each lead automatically and routes it to the appropriate dealer with full context about what the customer wants.
This means dealers receive warm handoffs - leads that are already qualified and ready to move toward a purchase. Sales teams spend time closing deals rather than chasing down incomplete inquiries.
The AI covers Moto Morini's U.S. lineup: the X-Cape 1200 and X-Cape 700 adventure bikes, and the Calibro 700 cruiser.
Why Moto Morini chose this approach
Chris McGee, chief operating officer at Moto Morini Motorcycles, said the brand evaluated multiple options before selecting Ekho's AI Sales Agent. "Most of them amounted to little more than enhanced forms," McGee said. "Ekho was different and more advanced than anything we had seen. It actually talks to the customer, understands what they're looking for, answers questions and gets them to the right dealer ready to buy."
Founded in 1937, Moto Morini operates U.S. headquarters in Irvine, California, and European operations in Milan. The brand sells adventure bikes, scramblers and street cruisers.
What this means for sales teams
For sales professionals managing dealer networks or OEM operations, this deployment shows how AI for Sales can scale customer engagement without scaling headcount. The system handles the volume problem - no inquiry sits unanswered at 6 a.m. or 11 p.m. - while improving lead quality for the sales team.
Rowan Mockler, co-founder and CEO of Ekho, framed the partnership as validation of AI Sales Agents at the OEM level. "The Sales Agent gives their buyers a real conversation from the first click, and their dealers get leads that are already qualified and ready to move," Mockler said.
The system is live now on Moto Morini's U.S. website.
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