It looks like the move which was only rumored earlier this year turned out to be true: Mercedes (Daimler) is using its sports division AMG to buy a simple minority participation from the historic Italian manufacturer MV Agusta. The current rumors deem this deal as being already perfected, or at least very close to being inked, with the official announcement possibly scheduled for the 2014 EICMA in early November.
Mercedes’ interest in acquiring a motorcycle manufacturer is not new, as the German company has been getting closer and closer to getting Ducati under its umbrella, but Audi stepped in and ruined everything (for Mercedes) with a quick, decisive move. This left Daimler without the much sought-after bike division and with an obvious gap from its market rivals, BMW and Audi, which had each pretty strong two-wheeled assets. The German participation in MV Agusta is rumored to be 15-20 percent.
With MV Agusta’s recent new approach to the worldwide market and the success of the new marketing scheme, it is easy to understand that the Italian maker has become a very attractive investment option. The new line-up includes more models which are targeting a larger demographic, sold for more affordable prices than what the former and few exclusive bikes used to be available for, and this has triggered a noticeable increase in the business figures.
It is said that the Audi-Ducati recipe will be replicated, with AMG bringing in the money, plus the vast experience in racing and powersports Mercedes has, marketing, communication, technology and design resources, allowing MV Agusta to remain an Italian bike icon, and carry on the heritage of the Castiglioni family.
If all the above is true, then we can expect MV Agusta to become even more competitive in the Superbike and Supersport championships, and at the same time, start building even better street machines, too. With the momentum MV Agusta is currently enjoying, receiving solid financing is definitely one of the best things that could happen. Cometh ye, November!
With MV Agusta’s recent new approach to the worldwide market and the success of the new marketing scheme, it is easy to understand that the Italian maker has become a very attractive investment option. The new line-up includes more models which are targeting a larger demographic, sold for more affordable prices than what the former and few exclusive bikes used to be available for, and this has triggered a noticeable increase in the business figures.
It is said that the Audi-Ducati recipe will be replicated, with AMG bringing in the money, plus the vast experience in racing and powersports Mercedes has, marketing, communication, technology and design resources, allowing MV Agusta to remain an Italian bike icon, and carry on the heritage of the Castiglioni family.
If all the above is true, then we can expect MV Agusta to become even more competitive in the Superbike and Supersport championships, and at the same time, start building even better street machines, too. With the momentum MV Agusta is currently enjoying, receiving solid financing is definitely one of the best things that could happen. Cometh ye, November!
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