Ducati and AMG as set to
work together closely in the future. The initial aim of
the cooperation between the performance brand from
Affalterbach and the Italian manufacturer of
high-performance motorcycles is to develop common
marketing activities, but speculation is mounting that
this is simply an exploratory step ahead of a takeover
by AMG. The cooperation agreement was signed during a
press conference at the Los Angeles Auto Show, by
Gabriele del Torchio, President and CEO of Ducati Motor
Holding S.p.A and Ola Källenius, CEO of Mercedes-AMG
GmbH."We are
especially proud to have AMG as one of our sponsors for
the Ducati MotoGP Team. I am also very pleased that our
joint marketing activities are well under way. In AMG we
have found a partner who perfectly reflects our brand
values of high performance, motorsport, excitement and
our sense of unmistakable style and design," said
Gabriele del Torchio, President and CEO of Ducati Motor
Holding S.p.A.
"I am very pleased
that we are able to announce our strategic cooperation
with Ducati today. AMG and Ducati ideally complement
each other, as both companies share the same values:
racing as the driving passion, and high performance plus
exclusivity as the central brand messages of both AMG
and Ducati. This long-term cooperation will help us to
jointly access new customer groups," said Ola Källenius,
CEO of Mercedes-AMG GmbH.
The first visible
results of the cooperation between Ducati and AMG will
be joint marketing and sponsoring activities. AMG will
support the Ducati MotoGP Team as the Official Car
Partner from 2011, for example. During selected AMG
events, participants will be able to test ride Ducati
motorcycles, and Ducati customers will similarly have
the opportunity to familiarise themselves with the
latest AMG high-performance cars at events.
Joint events are
planned for the members of the AMG Private Lounge, in
which more than 13,000 AMG customers worldwide are
registered. The partners are currently examining the
further activities and strategic steps they might
undertake together in the near future.
Ducati and AMG:
racing, high performance, exclusivity
Founded in 1926,
Ducati has been producing sport-inspired motorcycles
since 1946. Their motorcycles are characterised by "Desmodromic"
performance engines, innovative design and avant-garde
technology. Covering several market segments, Ducati's
range of motorcycles are divided into model families
which include: Desmosedici RR, Hypermotard, Monster,
Multistrada, Streetfighter, Superbike and the brand new
Diavel. These authentic icons of "made in Italy" are
sold in over 80 countries around the world, with
concentration on the European, North-American and
Japanese markets. Ducati is currently involved in both
the World Superbike Championship and, with an official
team, the World MotoGP Championship. In Superbike Ducati
has won 16 of the last 20 Manufacturers' titles as well
as 13 Riders' titles. Ducati have participated in MotoGP
since 2003, and took both the Manufacturers' and Riders'
titles in 2007.
AMG was founded in
1967, and is seen as a pioneer in motorsports and
performance enhancement. In the following years AMG
developed from a two-man operation to a company of
worldwide renown. Numerous racing victories,
technological tours de force born of the racetrack,
unique high-performance cars and an unmistakable brand
experience such as e.g. the AMG Driving Academy have
come together to form a decidedly exclusive brand image.
Founded in 1999, Mercedes-AMG GmbH is an autonomous
vehicle manufacturer. As a wholly-owned subsidiary of
Daimler AG, AMG is responsible for all development
processes relating to the chassis, engine, suspension,
brakes, electronics, aerodynamics, interior and design,
right up to final approval of the complete AMG car.
Mercedes-AMG GmbH also manages all marketing and sales
related aspects in its own right.
