ABOUT PRO ITALIA

PICrew

 

PRO ITALIA – Since 1987! In the 29 years since our doors first opened, Pro Italia has become an iconic presence in the motorcycle community.

We carry fast, elegant bikes – Ducati, Aprillia, MV Agusta, Moto Guzzi & Triumph – while providing outstanding service and stocking the finest in motorcycle apparel.

How it all started: Bill Nation, Eric Lewald and Glenn Morgan met in college and rode bikes together in Tennessee before traveling to California to work in Hollywood. Bill blazed his path as a professional photographer, Eric as an animation writer, and Glenn as a film editor. After finding success in their fields, they formed a post-production company, and as they worked and rode together, they found themselves regularly complaining about how difficult it was to find Ducati parts in the area.

“We finally realized,” says Eric, “that the only way to insure that we could get Ducati parts was to become a dealer!” They agreed to put their common love of motorcycles towards a business, one that would always be enthusiastically rider friendlly. “When we filled out the dealership application, there was a line that asked how much cumulative experience we had in the motorcycle business,” Eric continues. “We looked at each other, shrugged, and wrote, “zero.” Enthusiasm (and perhaps a bit of naiveté) prevailed and the trio soon had themselves a Ducati dealership. Pro Italia was born!

The three amigos, along with friend and fellow rider Earl Campbell, leased a storefront on Verdugo Road at the foot of the famed Angeles Crest Highway. They gutted it, turned the front area into a retail space, and transformed the back into a service area. “When we opened the doors in November 1987, it was small but inviting.” Says Bill. “We wanted to create a bike shop and atmosphere that we always imagined when we were customers: a shop that was owned and run by fellow enthusiasts.”

Pro Italia soon became known as the hub of Italian motorcycle culture in Southern California and one of the top Ducati and Moto Guzzi dealers in the country. Aprillia and MV Agusta were soon added to the lineup, and later, the dealership expanded to Triumph motorcycles.

Today, PI continues to provide great bikes, parts, and service to our local and long-distance customers. Our teams collaborate to create and build custom bikes, lead rides, sponsor track days, workshops and seminars, and host the annual Italian bike gathering known as Café Desmo.

Pro Italia has become an iconic dealership with an enthusiastic and loyal customer base, one that appreciates that the shop is run by and for riders!