AMG set to buy Ducati, report says

Article by Christian Andrei, on November 22, 2010

Sources say that the recent marketing tie-up between Mercedes-AMG and Italian superbike manufacturer Ducati could lead to the creation of AMG-badged two-wheelers while there may even be a full-blown takeover of Ducati.

A senior officer asserted that AMG is unlikely to make any move within two years while the tie-up is still new.

What the two companies have confirmed officially is that they are considering other activities and strategic steps for them to do together.

The sources said that as part of the planned “greening” of the AMG brand, there may be “high performance” AMG/Ducati motorcycles in the medium term. There is now a trend to produce two-wheelers or scooter-derived vehicles.

Among the carmakers that are getting on the bandwagon are Mini, Smart, Renault, Nissan and BMW. The marketing trend is a way to appeal to younger people who are unlikely to buy a new car until they are in their early 40s.

It also provides branded and premium two-wheel mobility in the ‘megacities’ of developing nations. Sources told Autocar that it’s likely that AMG would eventually buy Ducati.

One insider said that many in Ducati would willingly become part of a larger conglomerate due to the big advantages when it comes to investment and access to new technology.

Ducati is currently owned by the investment arm of an Italian family and it sold around 35,000 motorcycles last year. With the initial tie-up, Mercedes-Benz and Ducati will develop common marketing activities. AMG will also sponsor the Ducati MotoGP team. [via autocar]

Topics: amg, ducati

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