AMG announces cooperation agreement with Ducati

Article by Christian Andrei, on November 19, 2010

Affalterbach-based car manufacturer AMG and Italian motorcycle manufacturer Ducati is expected to be working together in order to be able to develop common marketing activities. A cooperation agreement was signed by Mercedes-AMG GmbH CEO Ola Källenius and Ducati Motor Holding S.p.A. President and CEO Gabriele del Torchio during a press conference held at the Los Angeles Auto Show.

Källenius shared that the company is more than happy to announce this partnership with Ducati. The two companies complement one another as they have the same values. He said that the main messages of the two brands are: “racing as the driving passion, and high performance coupled with exclusivity.” Källenius added that the long-term cooperation between the two will allow them to be able to access new client groups.

Personally, del Torchio said, he is proud that AMG is one of its MotoGP Team's sponsors. Del Torchio also said that he is happy that the joint marketing activities have started. With AMG, Ducati has found a partner that reflects its values of style, design, excitement, motorsport, and performance, del Torchio added. The first clear sign of the partnership was jointly sponsoring and marketing activities.

An example would be AMG supporting Ducati MotoGP Team as its Official Car Partner starting 2011. At certain events sponsored by AMG, participants will be given the chance to take Ducati motorcycles for test drives. In the same manner, Ducati customers will also be given the opportunity to experience AMG's high performance cars at selected events. Joint events have also been planned for those who are members of AMG's Private Lounge, numbering in excess of 13,000 worldwide.

The two companies have continued to examine additional activities and have even taken strategic steps together. Ducati, founded in 1926, initially manufactured radio components. Starting in 1946, the company started to focus on motorcycles and even managed to achieve first-class reputation over the years when it came to the two-wheel market. Currently, the company is based in Bologna, Italy and is known for the use of cutting-edge technology, a number of wins in motorcycle racing and even unique designs.

Indeed, Ducati's image is a complement of AMG. AMG was established in 1967 and is recognized as the pioneer for motorsports as well as performance enhancement. AMG started as a two-man operation and over the years, it became a company whose reputation was known around the world.

The company has won so many racing trophies and is known for being a technological genius on the racetrack. It also boasts of distinct high-performance cars. AMG also has its own brand experience like the AMG Driving Academy that was started to form the exclusive brand image. Mercedes-AMG GmbH was started in 1999 as a vehicle manufacturer. AMG is Daimler AG's wholly-owned subsidiary and is the one responsible in the development of the aerodynamics, brakes, chassis, engine, suspension, electronics, interior and design.

It is also responsible for the final approval of the complete car. Meanwhile, Mercedes-AMG GmbH manages all of the marketing and sales related activities. The SLS AMG was presented back in 2009 and was seen as an automotive masterpiece from none other than Mercedes-AMG GmbH.

This is the first vehicle that was independently made by the company and is therefore the highlight in its more than 40 years of history. It allows the AMG to move forward in the new era and exhibits development expertise to the highest level.

AMG has always given special focus to the engine of the automobile. AMG's main expertise in developing and producing these powerful engines is clearly perfected since the start. What happens is that in the company's ultra-modern engine shop, specialists continue to practice the "One man - one engine" philosophy allowing them to make the best AMG V8 and V12 engines with the highest quality.

Press Release

AMG to cooperate with Ducati

AMG and Ducati will work together closely in future. The initial aim of the cooperation between the performance brand from Affalterbach and the Italian manufacturer of high-performance motorcycles is to develop common marketing activities. The cooperation agreement was signed today, during a press conference at the Los Angeles Auto Show, by Ola Källenius, CEO of Mercedes-AMG GmbH and Gabriele del Torchio, President and CEO of Ducati Motor Holding S.p.A.

"I am very pleased that we are able to announce our strategic cooperation with Ducati today. 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," said Ola Källenius, CEO of Mercedes-AMG GmbH.

"I am especially proud to have AMG as one of our sponsors for the 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.

The first visible results of the cooperation between AMG and Ducati will be joint marketing and sponsoring activities. AMG will support the Ducati MotoGP Team as an Official Car Partner from 2011, for example. During selected AMG events, participants will be able to take test drives with Ducati motorcycles, and Ducati customers will similarly have the opportunity to familiarise themselves with 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. The partners are currently examining the further activities and strategic steps they might undertake together in the near future.

Ducati and AMG: racing, high performance, exclusivity

Founded in 1926, Ducati initially produced components for radios. From 1946 Ducati focused on the manufacture of motorcycles, and gained a first-class reputation in the two-wheeler sector over the subsequent decades. Today this motorcycle manufacturer based in Bologna, Italy stands for performance with cutting-edge technology, numerous motorcycle racing victories and characteristic design. The brand image ideally complements that of AMG.

AMG was founded in 1967, and is seen as a pioneer in motorsports and performance enhancement. In the following years AMG developed 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 such as e.g. the AMG Driving Academy have come together to form a decidedly 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 related aspects in its own right.

The SLS AMG as a masterpiece in AMG's history

The SLS AMG presented in 2009 is an automotive masterpiece from Mercedes-AMG GmbH. As the first automobile independently developed by the company, the super-sports car is the highlight in AMG's more than 40-year history. It not only takes AMG into a new era, but also demonstrates development expertise of the very highest order.

AMG's special focus is on the heart of any automobile, namely the engine. The company's core expertise in developing and producing powerful engines has been assiduously perfected right from the start. In the ultra-modern AMG engine shop, highly qualified specialists follow the traditional "One man - one engine" philosophy to produce high-performance AMG V8 and V12 engines to the highest quality standards.

Topics: amg, ducati, partnership

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