German car-maker and Italian motorcycle giant, sounds like a deadly combination, right? This all came true way back in 2012 when Audi bought the Ducati and opened a possibility for such vertical mergers in automobile industry. A few months back, reports started making rounds that another such merger is a possibility with the Mercedes, looking to buy MV Agusta, the motorcycle beautiful. And it's official now, with the Daimler AG, purchasing a 25% stake in the Italian motorcycle maker.
Although the acquisition is subject to regulatory approval and the terms of the deal have not been disclosed yet, Daimler says that all the regulations will be fulfilled by late November. Mercedes-AMG will also appoint one member to MV Agusta’s board of directors. As for the future prospects for both the brands, MV Agusta will be in greater benefits here, as financial aid was what they were looking forward to. For Mercedes, it will be benefitted in enhanced brand reputation.
“In MV Agusta, we have found the perfect two-wheel partner for Mercedes-AMG,” says Tobias Moers, chief executive officer of Mercedes-AMG. “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 for the future – allowing the experience of utmost perfection, optimal performance and motorsport technology for the road. The cooperation 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.”
While the Ducati and the MV Agusta are the pinnacle motorcycle brands from Italy and are known for manufacturing some of the most premium motorcycle around the globe, Audi and Mercedes, manufacturer some of the most exotic cars. While Audi, a part of the Volkswagen Group, took the full ownership of the Ducati, Mercedes-AMG is only getting a quarter of MV Agusta.
“MV Agusta and Mercedes-AMG are a perfect brand fit: Two complementary companies that stand for design, high performance and excellence,” says Giovanni Castiglioni, president and CEO of MV Agusta. “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.”
How customers will get benefitted with the deal, that's a long term question for now, but one this is for sure, the deal can give MV Agusta a very good support.