Mercedes-AMG gets serious about bikes also

Motorrad | January 29th, 2016 by 14
mercedes amg mv agusta f3800 750x500

MV Agusta, a small but legendary Italian motorcycle manufacturer and Mercedes-Benz’s AMG division are reportedly taking their relationship to a new level. Mercedes purchased a …

MV Agusta, a small but legendary Italian motorcycle manufacturer and Mercedes-Benz’s AMG division are reportedly taking their relationship to a new level.

Mercedes purchased a significant 25 percent stake of MV Agusta after its relationship with Ducati quickly collapsed. The cause of this collapse was Lamborghini’s acquisition of Ducati. Automobili Lamborghini is, of course, a wholly owned subsidiary of Audi. Ever since, Mercedes has been seeking to increase their participation in the premium motorcycle segment, essentially trying to catch up to its rivals, Audi and BMW, whom are both well established in this segment.

MV Agusta Mercedes 750x422

Now, MV Agusta President, Giovanni Castiglioni, has shed light on how exactly the German brand and the Italian firm intend to solidify their bond. During a press event for the new Brutale 800, Castiglioni disclosed that 127 Mercedes dealerships across Europe will begin to display MV Agusta motorcycles. This is significant, as even BMW automobile dealers, unless they’re BMW Motorrad dealers as well, do not display BMW motorcycles. Nor do Audi or Lamborghini dealers, typically, display Ducatis without also being a Ducati dealer. However, Mercedes has a lot of catching up to do.

Also, a version of MV Agusta’s F3 800, which was unveiled at the Frankfurt Motor Show adorning “Solar Beam” paint derived from the Mercedes-AMG GT, will enter limited production. In addition to utilizing a color from AMG’s color palette, the vehicle introduced in September, too, has the AMG brand name prominently placed on its fairings.

Along with this, MV Agusta will introduce 6 new models, with the hope of making the brand more competitive. Though the MV brand is a prestigious brand, like Ducati and BMW Motorrad, it has significantly less brand recognition, particularly outside of those familiar with motorcycles. Increasing its association with Mercedes-Benz will begin to garner the brand more mainstream exposure whilst also serving to increase Mercedes’ association with motorcycles. Whether MV Agusta will ever be able to truly compete commercially against Ducati and BMW Motorrad remains to be seen.

14 responses to “Mercedes-AMG gets serious about bikes also”

  1. Kaisuke971 says:

    Mercedes-Benz, Pagani, Aston Martin, MV Agusta… AMG seems to be doing well these days :)

  2. jason bourne says:

    Is M-B/AMG that desperate to have a bike of its own by slapping their namesakes on one?

  3. rennsport4.4TV8 says:

    That livery looks good on the Augusta. Now let’s see Audi get in the game with Ducati.

  4. […] As Mercedes-AMG pushes forward in its attempts to indirectly crack into the motorcycle market, it's been revealed that a number of Mercedes dealerships in Europe will begin display and selling MV Agusta bikes.The German carmaker purchased a 25 per cent stake in MV Agusta in 2014 after Ducati was purchased by Audi, entering the world of high-performance motorbikes. Given that rival BMW produces its own bikes, it didn't come as a surprise that Mercedes wanted to join in the action.During a recent press conference about the Brutale 800, the firm's president Giovanni Castiglioni said that 127 Mercedes dealerships throughout Europe will begin displaying MV Agusta bikes. Given that MV Agusta isn't as well known to the general public as Ducati or BMW Motorrad, a close collaboration with Mercedes well help increase its exposure. This will be furthered by the launch of the limited-run MV Agusta F3 800 that will brandish the same Solar Beam paint as the Mercedes-AMG GT.Story references: BMW Blog […]

  5. […] Agusta recently revealed the marketing strategy of its new bikes. According to a report in BMW Blog, the president of the firm, Giovanni Castiglioni, disclosed during the press event of the […]

  6. […] Agusta başkanı Giovanni Castiglioni’nin açıklamaları, hem Mercedes hem de genel olarak otomotiv sektörü için bir ilke işaret ediyor. Motosiklet ve […]

  7. […] According to BMW Blog, MV Agusta’s president Giovanni Castiglioni revealed to journalists at the launch of the new Brutale 800 that 127 Mercedes dealers in Europe will soon start displaying the Italian firm’s motorcycles. That would be a very different approach from its rivals. BMW makes both motorcycles and automobiles, but doesn’t sell its two-wheeled vehicles through its four-wheel showrooms unless the dealership has franchises for both. The same goes for Ducati, which doesn’t display at Volkswagen,Audi, or Lamborghini dealers. […]

  8. […] bit ago, we reported on the blossoming relationship between MV Agusta and Mercedes’ performance division, AMG. At that time, Mercedes dealers across Europe were intending to display MV Agusta motorcycles in […]

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