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Mercedes-AMG, MV Agusta to link arms

2014-11-05 12:42

HIGH-PERFORMANCE PARTNERS: Mercedes-AMG - the high-performance arm of the company - has signed a partnership agreement with superbike-maker MV Agusta. Image: Supplied

  • Partnership agreement signed
  • AMG to get 25% of MV Agusta
  • Marketing and sales agreement

AFFALTERBACH, German, / VARESE, Italy - Mercedes AMG and motorcycle manufacturer MV Agusta have signed an agreement on a long-term partnership which will include marketing and sales with AMG acquiring a 25% interest in MV Agusta Motor.

No details have been disclosed about the price for the stake in MV Agusta Motor, which also owns motorcycle brand Cagiva.

Mercedes-AMG will appoint one member of MV Agusta’s board of directors. The partnership is still subject to the approval of the relevant authorities, which is expected to be granted in late November.

IMPORTANCE UNDERSCORED

Tobias Moers, chief executive of Mercedes-AMG, said: "In MV Agusta we have found the perfect two-wheel partner. 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 – allowing the experience of utmost perfection, optimal performance and motorsport technology for the road.

"The co-operation with MV Agusta also underscores the importance of AMG as the sports-car and high-performance brand of Mercedes-Benz Cars. The partnership provides us with an entry into a world of additional high-performance enthusiasts.”

Giovanni Castiglioni, president and CEO of MV Agusta Motor, commented: “MV Agusta and Mercedes-AMG are a perfect brand fit: two complementary companies that stand for design, high performance and excellence.

"Mercedes-AMG will help MV Agusta to further expand globally and to accelerate our growth. The uniqueness of MV Agusta will further enhance Mercedes-AMG’s leadership in the high-performance segment.”

STRATEGIC CO-OPERATION

Wilko Stark, Daimler's and Mercedes-Benz Cars product strategy and planning VP, said: “The positioning of Mercedes-AMG as the performance brand in the Mercedes-Benz product portfolio will be further strengthened through the strategic partnership with MV Agusta.

The strategic co-operation with MV Agusta will allow us to address high-performance enthusiasts in the car and motorcycle sectors. Through the joint planning in marketing and sales we will attract new target groups for both companies all over the world.”

Through the sales-and-marketing partnership with Mercedes-AMG, the producer of high-performance motorcycles should further accelerate its growth, which has been at a double-digit rate for the past five years. The continuing extension of its motorcycle range will be announced at the forthcoming Eicma international motorcycle fair in Milan.

MV Agusta will present new models in the Sports-naked segment embodying the maximum expression of design and power – the Brutale 800 RR and the Dragster 800 RR. With the all new Stradale 800 and the all new Turismo Veloce 800 models, MV Agusta will continue its expansion by entering the touring-bike marke - a new market for the Italian company and a new venture for the brand.

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