Case study · Motorcycles
Grupo Motos Bordoy: first, the Motos Bordoy shops in Barcelona; then the group’s brand, the dealer network convention, the launch of QJ Motor, Macbor and a video for every brand
Since 2016: first, the Motos Bordoy shops in Barcelona; then the group, with eight motorcycle brands and a dealer network across Spain.
- Client
- Grupo Motos Bordoy
- Period
- Since 2016
- Services
- Shops, brand, conventions, launches and video
- Studio
- Mariona Agency, Barcelona
01The group
First, the shops. Then, the group.
Motos Bordoy began in 1971 as a motorcycle shop in Barcelona, founded by a racer with several Spanish championship titles. Today it is a group based in Rubí that imports brands, sells them in its shops and has one of its own. Mariona Agency, the strategic and creative agency from Barcelona, has worked for the company since 2016.
At first, everything went out under the Motos Bordoy logo, the one the shops use. Then Mariona Agency created the group’s brand for everything else. This case study follows that order; SYM has its own case study.
Dealer, since 1971
Three shops in Barcelona
Importer, since 1993
SYM, QJ Motor, Kove and NIU
Own brand, since 1999
Macbor, designed in Barcelona
- +1,000Projects for the group since 2016
- 8Motorcycle brands
- 3Shops in Barcelona
- +2,000Keynote slides for the dealer network
02Motos Bordoy
The shops, the first stage.
The first chapter belongs to the shops: Balmes, València and Urgell, and the brands sold in them. In July 2018, the Balmes shop opened with a party for five brands; since then, it has also been the place where motorcycles are launched and each season’s story is told.
The origin · A motorcycle shop in Barcelona
2018
The opening
Balmes 186 · Barcelona
A party for five brands, each with its own catering (Indian, SYM, Macbor, MV Agusta and Husqvarna), a laser show and a concert. Mariona Agency organised the whole event.
2018
Indian FTR 1200
In-store launch
December 2018: the FTR 1200, unveiled in the shop with catering for ninety guests, music and lighting.
2020
MV Agusta Superveloce
In-store launch
The Superveloce, unveiled among customers and filmed for social media.
2020
The reopening
All three shops
After lockdown, back to the shops with a campaign for six brands: posts, stories and a dedicated page.
And every day
- Shop windowsOne for each brand at Balmes: QJ Motor, the Macbor XR5, the Kove 800X at Christmas and MV Agusta.
- ShopsVinyl graphics, a video wall and the pre-owned area at Balmes; 3D lettering and motion graphics for the services at Urgell; the entrance at València.
- The whole networkSigns, totems and their content, dividers, shop stationery and the lorry livery.
- MotoSelectThe pre-owned motorcycle brand: the logo and the “Compramos tu moto” (We buy your bike) campaign, with its video.
- DealershipsFaçades, signs and interior dressing for the shops in the network.
In the shop
Each brand, its own voice.
Brands that have nothing in common share the same shop: an American one more than a century old, an Italian one born in racing and one with Swedish roots. Each with its own tone, its own pieces and its own calendar, and all of them signed by the shop.
01 / 03
Indian
Barcelona dealership
Stories for the Indian shop in Barcelona: the biker spirit, clothing and accessories, and the road. And short maintenance videos during lockdown.
02 / 03
MV Agusta
Barcelona dealership
“Feel the power”: the Rosso range in animated stories, posts for the F3 and the Brutale 800, and the Superveloce launch.
03 / 03
Husqvarna
Barcelona dealership
The Svartpilen 125 in animated stories, and an e-bike Test Day at a bike park.
The shops’ website.
motosbordoybarcelona.com, designed by Mariona Agency: the three shops, the motorcycles from each brand and the pre-owned ones, the services and each season’s promotions.
motosbordoybarcelona.com · On desktop and mobile
03Grupo Motos Bordoy
Then, a brand for the group.
So that the group could speak above the shops, to its network, the press and its brands, Mariona Agency created Grupo Motos Bordoy: the logo, the brand guidelines and the website. The shops are still Motos Bordoy; the group puts its name to the import business, the dealer network and its own brand.
The group’s website.
motosbordoy.com: the company since 1971, its three businesses (the shops, importing and its own brand) and each of its brands. What follows belongs to the group: its brands and its network.
motosbordoy.com · The group’s website
04Macbor
The house brand, designed in Barcelona.
Macbor is the group’s own brand. In 2017 it made the leap to motorcycles for adult riders, with six models and a world launch at the Balmes shop, still under construction: a show, gastronomy and the motoring press. Mariona Agency organised it and has since taken on specific projects for the brand: model videos, trade shows and, in 2026, its presentation to the international press.
The website and photography for the whole range, the XR5 launched with a Dakar Rally rider in Tavertet, the Eight Mile teaser, “Designed in Barcelona”, the videos for EICMA and the Paris show and, in 2026, the video about its future.
2017 · The world launch, at Balmes
Red hot. Smart living. A brand with a human soul. We never stop.
From the Macbor manifesto
XR5 · Tavertet
A twin-cylinder trail bike, launched where adventure begins: on the cliffs of Tavertet, with a Dakar Rally rider in the saddle.
The range, in photography and video
From sketch to road
“Designed in Barcelona” and the future of the brand: every Macbor starts with a marker, on paper and on a tablet.
2026 · Shifter 125 EVO
Filmed and edited by Mariona Agency: the silhouette, the front camera, the tank and every detail of the bike, in one minute.
The international presentation.
In June 2026, Macbor presented the brand to the international press in Barcelona. Mariona Agency provided the idea and the visual identity of the event, the 97 keynote slides, in English, and its videos.
2026 · From the keynote for the international press presentation
And its social media
A feed in the brand’s red.
The Macbor España Instagram: every model on the road, in the mountains and in the city, and every outing for the range.
05QJ Motor
A new brand, launched in two countries.
In 2022, the group began importing QJ Motor into Spain and Portugal. Mariona Agency prepared the entire launch: the brand video, the dealer launch in Barcelona and the press launches, one evening in Madrid and three days in Lisbon.
Then came the conventions for its dealer network: “Ambition”, in Barcelona in 2025, and the Madrid convention in 2026.
2022 · The brand video that introduced QJ Motor to Spain and Portugal
The launch, to dealers in Barcelona and to the press in Madrid and Lisbon
2025 and 2026 · The QJ Motor dealer network conventions, in Barcelona and Madrid
06Kove and NIU
And two more brands.
Kove
The latest arrival.
In 2023, Kove took the stage at the group’s convention for the first time. In 2024 it moved into the Balmes shop window and, in 2026, Mariona Agency filmed its 510X and edited the videos of the 800X GT, the 800X Rally and the 510X for the Lyon show.
2026 · The 800X GT, in every detail
NIU
Restart.
Its electric scooters, in the “Reinicia” (Restart) campaign, city by city, from Barcelona to the Canary Islands, and on its Instagram in Spain, post by post.
07The network
One convention a year. A new motto every time.
Since 2017, the dealer network has come together every year with Mariona Agency; since 2020, with all the group’s brands. The agency provides the idea and the visual identity, the slides for every talk, each brand’s results videos, the murals, the trophies and the stage management. In 2020, everything else as well.
2020 · Barcelona
Evolution
2021 · Virtual
Next
2022 · Madrid
Focus
2023 · Barcelona
Desafío
2024 · Madrid
Confident
2025 · Madrid
Stronger
2026 · Barcelona
Go Further
MACBA and Terraza Miramar
Turnkey: the visual identity, the slides, the results and brand videos, the stage direction, the dinner, the sound, the lighting and a show.
From a studio
For the whole network, remotely: seven videos, a page to follow it live and the stage direction.
125 slides
Auditorio Rafael del Pino
SYM, NIU and Macbor data videos for each talk, and the dinner décor.
280 slides
Talks, exhibition and dinner
Special-format slides, results and motivational videos, photography, video and stage direction. And Kove, on stage for the first time.
275 slides
Two days
The talks, the dinner and the first Kove videos made by Mariona Agency.
356 slides
Two days
Ten murals, the trophies, the video celebrating twenty years of SYM and the Macbor Internacional animation.
125 slides
Torre Glòries
The idea and the visual identity, the results videos for Kove, Macbor and SYM, the video on Macbor’s future, eleven murals, seventeen trophies and the stage management.
314 slides
+2,000
keynote slides for the dealer network, from 2021 to 2026.
Plus the QJ Motor conventions in Barcelona (2025) and Madrid (2026), the Macbor convention in Portugal (2022), the videos for the convention in France (2025), the agents’ convention (2026) and the Madrid dealer meeting (2024).
08The film
Go Further, in ninety seconds.
Torre Glòries, Barcelona, 2026: the arrival, the talks, the awards and the dinner, in the convention’s own video.
09And everything else
The French website and the brand book, the 50th anniversary, the design of the network’s service portal, Champions Day, Motor Awards and Training Days, Black Friday, Women Riders’ Day, the enduro course and every Christmas.
From a shop in Barcelona to the network’s stage.
The project
The challenge
Everything went out under the shops’ logo. A group with eight brands and a dealer network across Spain needed a brand of its own, and needed each of its brands to sound like itself.
The approach
First, the shops: their launches, their website and every brand they sell. Then the group’s brand and website, the convention every year, the launch of QJ Motor, Macbor and a video for every brand. One team, in Barcelona.
The result
More than 1,000 projects since 2016, a brand for the group, ten conventions in a row, more than 2,000 keynote slides and a new brand launched in Spain and Portugal.
- Client
- Grupo Motos Bordoy (Motos Bordoy S.A.)
- Sector
- Motorcycles: import, distribution and sales
- Location
- Rubí and Barcelona
- Period
- Since 2016
- Services
- Group brand identity, websites, turnkey conventions and events, keynote and video, brand and model launches, point of sale and window dressing, campaigns and social media, photography and platform design
- Agency
- Mariona Agency, Barcelona
Frequently asked questions
What does Mariona Agency do for Grupo Motos Bordoy?
Since 2016, Mariona Agency, the strategic and creative agency from Barcelona, has worked for the company in two stages. First, the Motos Bordoy shops in Barcelona: their launches, their image, their website and the brands they sell. Then the group: its brand and website, the annual dealer network convention, the QJ Motor launch in Spain and Portugal, specific projects for Macbor and Kove, such as their model videos and Macbor’s international presentation, and campaigns and social media for NIU and the rest of its brands. More than 1,000 projects.
What is the difference between Motos Bordoy and Grupo Motos Bordoy?
Motos Bordoy is the name of the company’s shops in Barcelona, on Balmes, València and Comte d’Urgell. Grupo Motos Bordoy is the group’s brand, created by Mariona Agency: it puts its name to the import of SYM, QJ Motor, Kove and NIU, the dealer network and its own brand, Macbor.
Which brands does Grupo Motos Bordoy handle?
It imports SYM, QJ Motor, Kove and NIU; it sells MV Agusta, Indian and Husqvarna in its Barcelona shops; and it has its own brand, Macbor, designed in Barcelona. It was founded in 1971 and is based in Rubí (Barcelona).
Who organises Grupo Motos Bordoy’s dealer convention?
Mariona Agency, since 2017. It provides the idea and the visual identity, the slides for every talk, each brand’s results videos, the murals, the trophies and the stage management; in 2020, the entire convention, turnkey. The most recent: “Confident” (Madrid, 2024), “Stronger” (Madrid, 2025) and “Go Further” (Barcelona, 2026).
How was QJ Motor launched in Spain?
In 2022, with a brand video, a dealer launch in Barcelona and press launches in Madrid and Lisbon, all by Mariona Agency. The QJ Motor dealer network conventions of 2025 and 2026 followed.
