REPORT: Mercedes-AMG terminates cooperation with Ducati

Don't Copy From This Blog...

Following this week's official announcement regarding the purchase of Ducati by German automotive constructor Audi, Mercedes-AMG executives have agreed to end the ongoing partnership with the Italian motorbike manufacturer. The Affalterbach-based firm and Ducati have established the marketing collaboration at the Los Angeles Motor Show in November 2010.

The Affalterbach-based firm and Ducati have established their marketing collaboration at the Los Angeles Motor Show in November 2010. Since then, both company have jointly participated at various racing and advertising events as partners and have co-branded several special edition motorcycle models such as the Diavel and the Streetfighter 848.

Lately, it became public the Italians were seeking a new owner and that Audi had suprisingly managed to secure the first-refusal option in case of the sale. Then, we published a report that was stating clearly Daimler had no interest in acquiring the largest stake in Ducati's shares. 

Now, after the Italian brand got eventually sold to Merc's Ingolstadt rival, the step to officially end the agreement with Ducati is a logical move. In a brief statement, officials from Mercedes-AMG GmbH explain the situation: 

“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.”

Copyright © 2012, mercedesgla. All rights reserved.

Read More

REPORT: Daimler is not interested in buying Ducati

Don't Copy From This Blog...

As soon as the information on the sale of Ducati came out, speculations of a possible takeover by Daimler emerged. Soon after, we learnt that Audi has reached an agreement with the Italian motorcycle manufacturer to secure the 'first refusal' option. In other words, the Ingolstadt-based carmaker has priority in the acquisition process in case Ducati gets eventually sold.

We discussed this theme and the chances Mercedes-AMG and parent company Daimler have in this business. The consistent marketing partnership between the Affalterbach company and the Italian constructor began back in November 2010, when the partnership was officially announced at the Los Angeles Auto Show. Up to the moment, a series of joint products have already been released, together with the involvement in advertising and motorsporting activities, through which both entities benefit. 


In a recent interview, a Daimler official denied the Germans are interested in acquiring the biggest stake in Ducati. This news inherently leads us to a logical question: why did Daimler spend an important amount of money on this partnership? The financial situation of Ducati was already known since 2010 and raising visibility for the two brands is a poor argument, we say. There were also intense rumors that Mercedes-AMG plans to unveil its own motorbikes using technical expertise from Ducati as part of a coherent growth plan.


Anyway, this could be a unique chance that might not come in the future and Daimler seems to afford the position of losing it without the blink of an eye. 

Related Articles:

- Mercedes-Benz SLK 55 AMG and Ducati Streetfighter 848: Mercedes-AMG and Ducati highlight cooperation

- Ducati Diavel AMG Special Edition celebrates world premiere at the IAA Frankfurt 2011: AMG and Ducati create first joint products

- Gabriele del Torchio takes delivery of new company car: Ducati president to drive new CLS 63 AMG

- Mercedes AMG, Cigarette and Ducati Share 'A Penchant for Performance'

- Ducati MotoGP works driver visits Affalterbach: Nicky Hayden takes delivery of a new CLS 63 AMG

- Mercedes-AMG: future plans at a glance

- Cooperation agreement signed with Italian motorcycle manufacturer: AMG to cooperate with Ducati



- ANALYSIS: Ducati is up for sale - Could Mercedes-AMG slip the chance?

Copyright © 2012, mercedesgla. All rights reserved.

Read More