AMVthe motorcycle insurance specialist, celebrated its more than 50 years of history this weekend. It has done so by commemorating its origins, celebrating the AMV Green Rally 2025an event for trail and off-road fans that brought together more than 330 bikers at Château Lastours.
Among the attendees, the pilots Stéphane Peterhansel and Pol Tarrés They did not miss this event, which took place in a very famous space for off-road motorcycle fans, since, on its tracks, some Dakar prologues have taken place.
AMV Green Rallye: A 3rd edition full of history
The history of the company is a story of passion for motorcycles in general and off-road in particular: The company was founded in 1974 with the aim of allowing all riders to enjoy their passion for two wheels. At that time, finding insurance for a country motorcycle was very complicated: there were no specialized motorcycle insurance policies and general insurance companies, which did not know the risks of motorcycle practices, either did not insure these motorcycles, or, if they did, they charged very high prices.
This situation was a brake on the two-wheeled market, since the high price of insurance was a deterrent when buying a motorcycle. Franck Allardpassionate about enduro, used to go out riding a motorcycle with his friends and, encouraged by them, he wanted to find a solution to this problem: create insurance for enduro motorcycles. This is how AMV, Assurance Moto Verte, would be born, in its French acronym, whose meaning in Spanish is, literally: “insurance for green motorcycles”, that is, “insurance for country motorcycles”.
More than 50 years later, Allard, CEO and founder of the brand, recalls the beginnings of the company: “We would make a difference in the insurance sector, offering motorcycle insurance that could be taken out immediately and with prices adjusted to the risk of each practice. This helped bikers, but also dealers, who could offer this insurance to their clients. Thus, we favored the sale of motorcycles and, therefore, the development of the two-wheeled market.”
“AMV has grown due to this passion for motorcycles. This year, in France, we have reached a market share of 20% and between France and Spain we already have more than 500 employees. I am excited to think that, when I created AMV, I rode with a small group of friends and that this group has grown so much that we are now more than 1 million motorcyclists in the AMV family.”
In parallel to this development, throughout its history, the company has also been involved in sports motorcycling, as Allard explains: “We have developed our involvement in events, with partners and with riders, and this has helped us gain visibility. A clear example is Stéphane Peterhansel, who has won all his Dakars on a motorcycle wearing our colors, so we can say that AMV’s green has given him luck, but also that Stéphane has given luck to AMV, giving us visibility.”
Pol Tarrés also talks about his relationship with the insurance company: “With AMV we share that passion for two wheels and this allows us to create experiences and go on adventures together. For me the most important thing is that AMV is not just a sponsor, but I know the team behind the logo, we share values, they give me freedom for my crazy things…”.
To talk about how it all started, Tarrés goes back to the year 2022: “We were at the 2022 Lyon Motor Show and AMV invited me to their motor home and they showed me the motorcycles they had on display belonging to AMV riders, and they told me the story behind it and the close relationship between AMV and those riders. I remember that, among others, there was one of Peterhansel’s bikes. At the end of our conversation, I told them that one day they would have Pol Tarrés’ bike on display. And that’s how it has been since 2023.”
Some more information about AMV’s sports history
AMV’s history with motorcycle sports is a story of passion shared with partners and riders for more than 50 years. In addition to the long relationship with Peterhansel or the more recent story with Tarrés, there are other examples that show that sport and passion for motorcycles are in AMV’s DNA:
- Marc Coma won his 5 Dakars wearing the company’s green.
- Since its creation in 1986, the company has supported the Trèfle Lozérien AMV, the queen of classic enduro events that brings together both “amateurs” and the best enduro riders in the world every year.
- The firm has been an important partner of the French MotoGP since its inception in 1994, offering support for the development of the event, proposing unique experiences and sharing the passion of the riders and MotoGP with the attendees in the AMV Fan Zone.
- Fabio Quartararo has developed his career from Moto3 to MotoGP accompanied by the company for much of the way.
- AMV Spain has been an official partner of the Royal Spanish Motorcycle Federation since 2024, sponsoring the National Motocross Championship.
AMV in Spain
The insurer arrived in Spain in 2003, that is, more than 20 years ago. AMV’s mission in Spain is the same as in France: to offer specialized motorcycle insurance with a price adjusted to each motorcycle practice. As the company explains: “AMV is the only insurance company specialized in motorcycles, since it knows perfectly well all the motorcycle practices and the needs of motorcyclists.”
“This allows it, on the one hand, to offer the right price for each motorcycle insurance, as well as to have insurance products adjusted to these needs, with important coverage for bikers, such as helmet, lost keys, or airbag vest, (included in all types of AMV insurance), work only with specialized motorcycle experts, offer free choice of workshop, so that each client takes their motorcycle to their reference mechanic, and other features. differentials.” More information and details on the company’s official website.
