Daimler’s sports-car and performance brand Mercedes-AMG and the motorcycle manufacturer MV Agusta have signed a long-term cooperation agreement; the partnership will include the area of marketing and sales. Mercedes-AMG GmbH is also acquiring a 25% interest in MV Agusta Motor S.p.A. No details have been disclosed of the price to be paid for the stake in MV Agusta Motor.
Mercedes-AMG will appoint one member of MV Agusta’s board of directors. The partnership is still subject to the approval of the relevant authorities, which is expected to be granted in late November.
MV Agusta Motor S.p.A., headquartered in Varese/Italy, was originally founded in 1945 by Domenico Agusta. The North Italian manufacturer attained international renown for its advanced technology and high performance, which helped to make it one of the most successful brands in the world of motorcycle racing. MV Agusta’s product portfolio is based on two main platforms, comprising three- and four-cylinder models ranging from 675 to 1100 cubic centimeters engine displacement and occupying the supersport, superbike, sports-naked and crossover segments. MV Agusta Motor S.p.A. is also the owner of Cagiva, a further renowned Italian historical motorcycle brand.
Through the sales-and-marketing partnership with Mercedes-AMG, the producer of high-performance motorcycles should further accelerate its growth, which has been at a double-digit rate for the past five years. The continuing extension of its motorcycle range will be announced at the EICMA international motorcycle fair this week in Milan.
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. 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.—Wilko Stark, Vice President Daimler Strategy & Mercedes-Benz Cars Product Strategy and Planning