Ducati North America announced growth of 43% in 2011 compared to 2010, resulting in the Bologna company’s largest ever market share in the U.S., Canada and Mexico. The announcement reinforces claims made by Ducati Chief Executive Officer Gabriele Del Torchio last September: North America has replaced Italy as Ducati’s #1 market. Ducati attributes its growth […]
Collector’s Item: Ducati Diavel AMG, the Mercedes-badged Audi
As expected, Mercedes-Benz’s performance division AMG announced it is cutting ties with Ducati following the motorcycle manufacturer’s acquisition by rival car-maker Audi.
AMG released a brief statement saying, explaining the split and saying it we never in the running to purchase Ducati: “Since the end of 2010 a successful marketing cooperation has existed between AMG and Ducati. The company takeover by a rival car manufacturer has understandably resulted in the end of any further collaboration. The takeover of Ducati was never our aim – our focus lies clearly in developing and producing premium performance cars and we will be concentrating all our energy on this.”
AMG and Ducati have shared a marketing partnership since 2010, with AMG sponsoring Ducati Corse’s MotoGP team. The two companies also collaborated on a special-edition version of the Diavel, which instantly becomes a bit of a collector’s item as the world’s only AMG-branded Audi product.
Of course, the Ducati Diavel AMG is not actually an AMG; it’s still a Ducati that happens to bear AMG badging. Still, that makes it a bit of a quirk likely never to be seen again.