By on November 3, 2014

Mercedes-AMG + MV Agusta

Daimler AG’s Mercedes-AMG high-performance luxury brand has decided that two wheels aren’t so bad after all, putting down an undisclosed sum for 25 percent of Italian motorcycle manufacturer MV Agusta S.p.A.

In addition to the stake, Mercedes-AMG and MV Agusta will enter into a long-term partnership with a focus on sales and marketing toward consumers of both high-end cars and motorcycles. No word was given, however, on whether any manufacturing and design DNA will enter into the mix down the road as a result of the new partnership.

MV Agusta President/CEO Giovanni Castiglioni expressed his pleasure with the partnership, stating Mercedes-AMG’s investment would allow his company “to further expand globally,” as well as accelerate said growth. In turn, MV Agusta would “further enhance” his partner’s leadership in the high-performance game. Mercedes-AMG CEO Tobias Moers agreed, adding that the partnership would give his company access “into a world of additional high-performance enthusiasts.”

MV Agusta has sought a dance partner for some time, ever since the Harley-Davidson partnership made in 2008 dissolved completely just two years after. Earlier this year, rumors pointed to Fiat to be the one to take the company’s hand; the rumors did not pan out.

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8 Comments on “Mercedes-AMG Buys Stake, Enters Partnership With MV Agusta...”


  • avatar
    bunkie

    There are few things that stimulate my moto-lust more than Italian motorcycles and I have always wanted an MV ever since Giacomo Agostini won the GP championship back in the ’70s. I really thought that H-D could have really helped MV, providing dealerships, investment capital and marketing. With the change of direction, Harley-Davidson has doubled down on their core customers having shed both Buell and MV. I understand it, as the sportbikes never fit in with the leather chaps and conchos. I always feel like a foreigner in a Harley dealership, their product line and approach just don’t work for me. I’m not sure it’s any different with Daimler as MB buyers are, generally, not your typical sportbike buyers, no matter how well-heeled they might be.

  • avatar
    IHateCars

    The Ducati partnership didn’t work, not sure if the MV pairing will either. I can’t see an AMG badge increasing the desire for an F3/F4 for the reasons stated above. I think they will try the same thing they did with the Ducati Diavel….making a limited edition Brutale with some AMG sourced/badged bits.

    It’ll be interesting to see though….

    • 0 avatar
      thats one fast cat

      +1. I was thinking the exact same thing. VAG completely F*ed up Ducati (when was the last time they won a SBK championship?) They rocked when they were owned by TPG – not a car company. Can only imagine what AMG is going to do MV Augusta.

      • 0 avatar
        ellomdian

        The MB Partnership with Ducatti was largely a branding exercise – when push came to shove, they weren’t willing to pay actual money to own the company.

        While under VAG, Duke saw 21% growth in 2012, saw record sales again in 2013, and is on track to do the same this year. Say what you will about motorsports cred, but the bikes are great to ride on the street, and you don’t have to worry if the company is going to be around in 3 years to service your superbike.

        I can’t help but feel that MV-A is the less attractive girl left at the bar, her friend already at home getting busy with Mr. VW.

      • 0 avatar
        th009

        Ducati withdrew its works WSBK team in 2011 to focus on MotoGP. In MotoGP, it had a bike that only Casey Stoner could ride, and it has only been after Audi took over (in late 2012) that they have started to turn things around. This year looks much improved, and there is promise for a better 2015 yet.

        WSBK? We’ll see. I don’t follow it as closely so I don’t know how much emphasis is on WSBK.

  • avatar
    stuki

    If I was charged with doing ads for MV, I’d resign. Every shot of a wheelie needs to be accompanied by half an hour of legalese about how ze responzible automaker do not condone such immature behavior unless one is a “professional rider” on a “closed course” and has obtained waivers from one’s insurance company and signed off that ones family will not hold the manufacturer liable and that one is aware that ze mothership in no way shape or form is responsible for these weird italians building vehicles that has only two wheels and can fall over on their side all by themselves, and that doing burnouts puts unnecessary sodabubbles in the air for no dispernable purpose and should be frowned upon and that the lack of Daimler approved crumple zones and child seaqt anchors and airbags on these weird little moving pasta kettles are in no way indicative of similar oversight on Ze S class that you can safely take your kid to school in and, and….

  • avatar
    markf

    Great, now MVs willbe even more expensive and even less reliable……

  • avatar
    bosozoku

    I’ve always liked MVA for their rarity and extreme styling. Never considered actually buying one due to fears about reliability and long-term parts and repairs were the company to fold. Maybe that will change now. Let’s just pray AMG doesn’t mess with their design teams or try to shoehorn their engineering into the lineup.

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