Mercedes-AMG to buy stake in MV Agusta
In a move that will benefit from the convergence of both motorcycle and car technologies, Mercedes-AMG, the performance brand of Daimler AG, will join hands with the Italian motorcycle manufacturer, MV Agusta. The German auto giant has signed a long-term partnership agreement with MV Augusta which will include cooperation in the areas of marketing and sales. Mercedes-AMG GmbH will also acquire a 25 per cent interest in MV Agusta Motor S.p.A. for an undisclosed price. As part of the strategic partnership, Mercedes-AMG will appoint one member of MV Agusta’s board of directors.
The deal is expected to fly from the end of the month as it is currently in the process of approval from the relevant authorities. Commenting on the new development, Tobias Moers, Chief Executive of Mercedes-AMG GmbH said, “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.”
The deal makes perfect sense as Mercedes-Benz is the only one among the top German trios, devoid of a two-wheeler connection in their portfolio. The BMW has its own two-wheeler brand BMW Motorrad, while Audi owns the Ducati brand. The deal with MV Agusta, a legendary name in the motorsport having won at least 75 world championship rider and constructor titles, is expected to give competition to the German trio in the two-wheeler segment.
Mercedes-AMG had a partnership with Ducati in 2011, in which both the companies worked on their co-branding efforts, which consisted mostly of joint marketing and sponsoring activities. It’s true that the Ducati Diavel AMG version was on sale for sometime as the standard motorcycle bearing the AMG badge. However, the buyout of Ducati by Audi in 2012 subsequently ended this partnership.
