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Ducati and AMG

Ducati and Mercedes-AMG have announced that they will begin working together to develop common marketing activities for the performance brand from Affalterbach and the Italian manufacturer of high-end motorcycles.

“We are especially proud to have AMG as one of our sponsors for the Ducati MotoGP Team. I am also very pleased that our joint marketing activities are well under way. In AMG we have found a partner who perfectly reflects our brand values of high performance, motorsport, excitement and our sense of unmistakable style and design,” said Gabriele del Torchio, President and CEO of Ducati Motor Holding S.p.A.

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“I am very pleased that we are able to announce our strategic cooperation with Ducati today,” Ola K√§llenius, CEO of Mercedes-AMG GmbH said.

“AMG and Ducati ideally complement each other, as both companies share the same values: racing as the driving passion, and high performance plus exclusivity as the central brand messages of both AMG and Ducati. This long-term cooperation will help us to jointly access new customer groups.”

The initial public results of the cooperation between Ducati and AMG will be joint marketing and sponsoring activities. AMG will support the Ducati MotoGP Team as the Official Car Partner from 2011, and during selected AMG events, participants will be able to test ride Ducati motorcycles.

Also, Ducatista will have the opportunity to test drive the latest AMG high-performance cars at events. Joint events are planned for the members of the AMG Private Lounge, in which more than 13,000 AMG customers worldwide are registered, according to AMG.

Ducati and AMG are currently examining the further activities and strategic steps they might work on together in the near future.

AMG was founded in 1967, and is seen by many as a pioneer in motorsports and performance enhancement. In the following years, AMG expanded from a two-man operation to a company of worldwide renown.

Numerous racing victories, technological tours de force born of the racetrack, unique high-performance cars and an unmistakable brand experience are the basis of an undeniably exclusive brand image.

Founded in 1999, Mercedes-AMG GmbH is an autonomous vehicle manufacturer. As a wholly-owned subsidiary of Daimler AG, AMG is responsible for all development processes relating to the chassis, engine, suspension, brakes, electronics, aerodynamics, interior and design, right up to final approval of the complete AMG car. Mercedes-AMG GmbH also manages all marketing and sales of the cars.

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Ron Lieback
One of the few moto journalists based on the East Coast, Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling.

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