Mercedes-AMG and MV Agusta plan cross-marketing activities

Article by Andrew Christian, on November 17, 2014

Cross-marketing activities are being planned between Mercedes-AMG and MV Agusta, according to Daimler chief executive Dieter Zetsche. The tie-up will replace a similar collaboration Daimler had with Ducati, now owned by Volkswagen Group's Audi. Zetsche expects a great potential for cross-marketing with MV Agusta, which is regarded as an icon in motorcycle racing thanks to its 75 world championship rider and constructor titles.

He remarked that cross-marketing between the companies is viable since profiles of customers purchasing AMG's high-performance cars and MV Agusta's superbikes are very similar. Daimler said on Oct. 31 that it would acquire a 25-percent stake in MV Agusta through AMG, and thereby gain a seat on the company's board.

He added that the cross-marketing potential between AMG and Agusta would be similar to that with Ducati that ended abruptly in July 2012 when Audi acquired Ducati for EUR860 million.

According to Zetsche, Mercedes won't become a motorcycle maker and won’t have a say which engines MV Agusta bikes will use. Sources told Automotive News Europe that MV Agusta bikes likely will soon be sold in selected AMG performance centers, which numbers around 260 around the world.

MV Agusta produced three- and four-cylinder motorcycles with engines sizes varying from 675cc to 1100cc at tags of between EUR7,000 and EUR18,000 in Italy. Founded in 1945, Agusta nearly went to bust in the 1970s due of financial issues. [source: automotive news - sub. required]

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