Daimler to buy stake in Italian motorbike maker MV Agusta

31 Oct 2014 | Author: | No comments yet »

Mercedes AMG Buys 25 Percent of MV Agusta.

Mercedes signed a long-term marketing and distribution partnership together with the stake purchase, the unit of Stuttgart-based Daimler AG (DAI) and the Varese-based motorcycle maker said in a statement today.Following the trend recently set by Volkswagen Group and Audi, of which bought Ducati in 2012, Mercedes-AMG has confirmed rumours that it is buying 25 per cent stake in MV Agusta motorcycles.

There are two things AMG likes almost as much as cars: luxury yachts and fast bikes. they have been very actively in both those areas in recent years, teaming up with boat makers and buying famous motorcycle brands. Rumours about this have been going on for a long time and it was speculated that the acquisition would be announced at the 2014 EICMA motorcycle show in Milan, Italy scheduled in the first week of November, 2014.

So after acquiring Ducati, they set their sights on another exotic Italian bike maker, MV Agusta, and today they announced they have finalized a deal to acquire 25 percent interest in the company. Mercedes once had a marketing partnership with motorcycle maker Ducati, which ended when Volkswagen AG’s Audi unit bought the Italian brand in 2012.

Today’s deal gets Mercedes back into the market with motorcycles like MV Agusta’s Brutale racing bike and new Stradale 800 tourer. “We have found the perfect two-wheel partner,” Tobias Moers, who leads the Mercedes AMG performance division, said in the statement. “The partnership provides us with an entry into a world of additional high-performance enthusiasts.” Mercedes AMG will also get a seat on the board of MV Agusta, which laid out plans last year to double sales within three years and to aim for a stock listing. The deal will be finalized towards the end of next month and Mercedes-AMG has announced they will appoint one member in MV Agusta’s board of directors. As for what could you expect from this partnership, Mercedes AMG and MV Agusta will be cooperating in sales and marketing, with AMG helping MV accelerating its growth, which in turn will result in more money for the Germans. Tobias Moers, chief executive of Mercedes-AMG GmbH, said, “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.

But the Italian bikemaker has also mentioned in the press release that the partnership is still subject to the approval of the relevant authorities, which is expected to be granted in late November. AMG has in the past associated with Ducati to release a limited run of AMG edition Diavel before the iconic Italian bikemaker was acquired by rival Audi.

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