The long-rumored deal between Daimler AG and MV Agusta has finally been completed with the German automaker’s Mercedes-AMG brand purchasing a 25% stake in the Italian motorcycle maker. Terms of the deal were not announced.
“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.”
The acquisition is still subject to regulatory approval, but Daimler says that should be completed in late November. Mercedes-AMG will also appoint one member to MV Agusta’s board of directors. The two brands will work together for marketing and sales.
“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,” says Wilko Stark, vice-president Daimler Strategy & Mercedes-Benz Cars Product Strategy and Planning. “The strategic cooperation with MV Agusta will allow us to address high-performance enthusiasts with automobiles and with motorcycles. Through the cooperation in the area of marketing and sales, we will be able to attract new target groups for both companies all over the world.”
The acquisition mirrors another recent deal between a German automaker and an Italian motorcycle manufacturer in Audi’s purchase of Ducati in 2012. That deal however gave Audi (part of the Volkswagen Group) full ownership of Ducati while Mercedes-AMG is only getting a quarter of MV Agusta.
For MV Agusta, the deal provides a solid backing for international growth.
“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.”