News Motorcycle Industry News Mercedes-AMG Partners with MV Agusta, Acquires 25%

Mercedes-AMG Partners with MV Agusta, Acquires 25%

Mercedes-AMG Partners with MV Agusta, Acquires 25%Mercedes-AMG Partners with MV Agusta

In late 2010, Mercedes-AMG partnered with Ducati, the two companies forming a strong marketing cooperation. But when Audi AG took over Ducati in April 2012, the Mercedes-AMG deal was obviously severed.

It was only a matter of time before the German Mercedes-AMG partnered with another motorcycle manufacturer, and rumors began last year about a possible partnership with the Varese-based MV Agusta.

These rumors were confirmed Friday when MV Agusta reported that it had entered a “long-term partnership” with Mercedes-AMG. The two luxury giants will cooperate in the area of marketing and sales.

There’s more to the deal, though; Mercedes-AMG will also acquire a 25-percent interest in MV Agusta. No price or details of the deal were released, but Mercedes-AMG will appoint one member of MV Agusta’s board of directors. The partnership is still subject to the approval, which is expected to be granted in late November, MV Agusta reports.

Tobias Moers, Chief Executive of Mercedes-AMG GmbH, says “In MV Agusta, we have found the perfect two-wheel partner for Mercedes-AMG. This manufacturer with a long tradition and Mercedes-AMG are connected not only by a long and successful racing history, but also by shared values and goals for the future – allowing the experience of utmost perfection, optimal performance and motorsport technology for the road.

“The cooperation with MV Agusta also underscores the importance of AMG as the sports-car and high-performance brand of Mercedes-Benz Cars. The partnership provides us with an entry into a world of additional high-performance enthusiasts.”

Giovanni Castiglioni, President and CEO of MV Agusta Motor S.p.A., says: “MV Agusta and Mercedes-AMG are a perfect brand fit: Two complementary companies that stand for design, high performance and excellence. Mercedes-AMG will help MV Agusta to further expand globally and to accelerate our growth. The uniqueness of MV Agusta will further enhance Mercedes-AMG’s leadership in the high-performance segment.”

Wilko Stark, Vice President Daimler Strategy & Mercedes-Benz Cars Product Strategy and Planning, says “The positioning of Mercedes-AMG as the performance brand in the Mercedes-Benz product portfolio will be further strengthened through the strategic partnership with MV Agusta. The strategic cooperation with MV Agusta will allow us to address high-performance enthusiasts with automobiles and with motorcycles. Through the cooperation in the area of marketing and sales, we will be able to attract new target groups for both companies all over the world.”

The partnership “should further accelerate” MV Agusta’s growth, which has ascended at a double-digit rate over the past five years.

MV Agusta continues to release new models at a quick pace, including the Brutale 800 RR and Dragster 800 RR, which were both unveiled last week. At EICMA, these bikes will make their initial public appearance, along with another touring model to join the Turismo Veloce 800 – the Stradale 800.

Ron Lieback
Ron Lieback
One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling. He is also the author of "365 to Vision: Modern Writer's Guide (How to Produce More Quality Writing in Less Time).

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