The story. In August 2010 Claudio Castiglioni, a motorcycle aficionado and serial entrepreneur, bought back the iconic Italian motorcycle brand MV Agusta from Harley-Davidson. It was the third time in 20 years he had owned MV Agusta, a high-end brand that enjoyed huge success in races from the 1950s to the 1970s. He had twice relinquished this prize asset because of financial difficulties in the Castiglioni-owned portfolio of companies.
先说一下案例背景。2010年8月，摩托车狂热爱好者、职业创业者(serial entrepreneur)克劳迪奥•卡斯蒂廖尼(Claudio Castiglioni)，从哈雷戴维森(Harley-Davidson)手中回购了意大利标志性摩托车品牌奥古斯塔(MV Agusta)。这是20年来他第三次拥有奥古斯塔。这个高端品牌曾在上世纪50年代至70年代在赛车场上取得巨大成功。由于卡斯蒂廖尼旗下公司的财务困难，他曾两次放弃这一宝贵资产。
Mr Castiglioni had revived other motorcycle brands such as Ducati, and he hoped it would be third time lucky with MV Agusta.
卡斯蒂廖尼曾带领杜卡迪(Ducati)等其他摩托车品牌实现复兴。这一次，他希望借着“第三次的幸运”（西方人认为第三次尝试成功的可能性比前两次更大——译者注）振兴奥古斯塔。
The challenge. The financial crisis had hit an already declining motorcycle market and MV Agusta’s sales had fallen sharply.
再来看振兴奥古斯塔面临的挑战。金融危机对业已率落的摩托车市场造成了冲击，奥古斯塔的销量大幅下滑。