Daimler AG has purchased a 25 percent stake in MV Agusta via its performance brand Mercedes-AMG for an undisclosed price and is looking forward to a long term partnership.
Putting an end to speculations of a possible takeover, Daimler AG has purchased a 25 percent stake in Italian motorcycle maker MV Agusta via its performance brand Mercedes-AMG for an undisclosed price. With the new merger, the Daimler Group joins the ranks of auto giants Volkswagen and BMW that also have a performance motorcycle brand under their umbrella. The Mercedes-AMG division will actually be involved with MV Agusta on an inter-personal level in a long-term partnership, stated the company.
The Milan based MV Agusta is one of oldest European motorcycle makers with an illustrious legacy being the recipient of 75 world championship and constructor titles including Moto GP and the Isle of Man over the years. In the last 15 years however, the brand changed several hands including Proton and more recently Harley-Davidson. Currently, Mercedes-AMG states that the merger is restricted in the area of marketing and sales with the German auto giant providing the needed support to MV Agusta.
Giovanni Castiglioni, President and CEO MV Agusta termed the merger as a perfect brand fit with both the companies sharing similar attributes for designing high performance machines with excellence. For Mercedes on the other hand, the inclusion of the Agusta brand will allow the automaker address high-performance enthusiasts with automobiles and motorcycles. In the long term though, both companies could certainly use their expertise to bring forward lightweight technologies as well as compact and more efficient performance engines that would power two-wheelers as well as four.
For the past five years, MV Agusta’s growth has been limited to a double digit rate and the merger with Mercedes-AMG will certainly provide the push that the Italian manufacturer needs. An iconic yet relatively small motorcycle maker, the German auto giant will be able provide the necessary global exposure to MV Agusta while also bringing in financial stability. In terms of its product range, the motorcycle maker will be showcasing the new Brutale 800 RR and Dragster 800 RR at the EICMA this month, and will enter the touring segment for the first time with the new Stradale 800 and Turismo Veloce 800 motorcycles.
