Daimler, BMW, Volkswagen AG are some of the biggest vehicle manufacturers across the globe. These companies have many brands under them. While Volkswagen is one of the largest by having control over 12 brands, BMW too has a major presence with BMW cars, MINI Cooper and Rolls-Royce. Daimler controls Mercedes, its performance brand AMG and Smart. While Volkswagen and BMW also have some share in the two-wheeler markets, Daimler falls behind here as it doesn’t own any stake or control over a two-wheeler brand.
With increasing competition, every business across each industry would want to expand its network by venturing into or exploring new segments. Volkswagen is very aggressive in this regard. The German marque bought Ducati in 2012 (under its Audi brand) and it has now been learnt about the company’s plans to buy out Fiat. BMW also has a two-wheeler product portfolio with its Motorrad range of bikes. Not wanting to stay behind, Daimler is now planning to buy a minority stake in two-wheeler manufacturing company MV Agusta.
Mercedes was a former sponsor of Ducati and had even showcased a concept scooter with the Smart brand name. AMG would have bought the Ducati brand but Volkswagen overtook them. A business deal between Daimler and MV Agusta will be a win-win situation for both companies. While Daimler will now be able to give some competition to Motorrad and Ducati products through a well-known brand, MV Agusta will benefit by getting access to Daimler’s high-end R&D facilities. Officials from Daimler or MV Agusta haven’t given out any official statement but it is a known fact that MV Agusta was planning to make 30% of the firm public by entering the stock market.
