Partners with benefits – Mercedes buys into MV Augusta
Ducati worked with the German brand’s AMG performance arm to create a special edition of its Diavel motorcycle that might have led to more.
But the Volkswagen Group bought Ducati in 2012, preventing Mercedes-Benz, AMG or its parent company Daimler from forger closer ties with the well-known bike builder.
Volkswagen leveraged its relationship with Ducati at the Paris motor show by using the powerful engine from its 1199 Panigale superbike in a spiced-up version of its eco-centric XL1 coupe.
Daimler has not said how much it paid for its 25 per cent stake in MV Agusta, and says it has no plans to put motorcycle engines into cars.
But it is possible that could change as part of a global focus on electric and hybrid cars that has seen machines such as the new BMW i3 use a motorcycle-derived engine as a range-extending generator of sorts to keep its batteries charged.
For the moment, Mercedes-AMG and MV Agusta will unite to boost their marketing presence in a bid to win sales.
Tobias Moers, chief executive of Mercedes-AMG, says that “in MV Agusta, we have found the perfect two-wheel partner for Mercedes-AMG”.
“The partnership provides us with an entry into a world of additional high-performance enthusiasts,” he says.
MV Agusta has won more than 75 world championship rider and constructor titles. The company has gone through several owners in the last 10 years including Proton and Harley Davidson. – Agencies