MV Agusta and Mercedes-AMG Dream Team
It is official: Mercedes-AMG and MV Agusta have announced a long-term partnership, putting to rest yet another of 2014’s rumour mills. The initial statements indicate that cooperation between the two companies will be focussed on the areas of marketing and sales. The cash infusion will no doubt help to expand MV’s global reach, but the biggest contributor to the companies growth will be access to financing from Daimler AG. The inability to secure funding through financial institutions and or the Italian government, has been a major limiting factor for MV Agusta since its split from Harley-Davidson.
Mercedes-AMG and MV Agusta would seem to share several key philosophies, as was pointed out by both parties in todays press release.
Tobias Moers, Chief Executive of Mercedes-AMG GmbH: In MV Agusta, we have found the perfect two-wheel partner for 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.”
In a similarly scripted statement, MV Agusta President and CEO, Giovanni Castiglioni stated: “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.”
Purchase of the 25% stake in MV Agusta has been contributed – on paper at least – to Mercedes-AMG, the sports-car and performance arm of Daimler AG. In much the same way, Lamborghini was attributed with the purchase of Ducati on behalf of its parent company. We don’t expect the amount to be anywhere near what was paid to Ducati, but we’ll have to wait a little longer to find out; Details regarding dollars and cents will most likely surface after official approval has been granted by authorities in late November.
Not surprisingly, the press release had a united and optimistic feel to it, but it was not the typical MV Agusta announcement. It lacked some of the passion I am used to from the Italians and had more of a corporate structure, complete with lots of small print from the legal department. It is clear that there’s a new era on the horizon for MV and it includes another hand on the wheel… or should I say bars.