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AMG Severs Ties with Ducati after Audi Acquisition

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The writing was on the wall with this piece of news, as after Audi’s acquisition of Ducati Motor Holdings, AMG has terminated its marketing partnership with Ducati. The announcement should not surprise anyone, as AMG & Ducati were certain to sever ties as soon as Mercedes-Benz bowed out of acquiring Ducati Motor Holding, and Audi was rumored to have picked up the ball.

Marketing with “the other team” surely neither Audi nor AMG wanted Ducati to be associated with the other, and all that remained was some fancy foot-work from the lawyers to end the partnership amicably and swiftly. Needing only a day to do so, we think the language in AMG’s statement after the jump has interesting spin to suggest the suits could have done a better job.

“Since the end of 2010 a successful marketing cooperation has existed between AMG and Ducati. The company takeover by a rival car manufacturer has understandably resulted in the end of any further collaboration. The takeover of Ducati was never our aim – our focus lies clearly in developing and producing premium performance cars and we will be concentrating all our energy on this.”







The real question now will be how long the Ducati Diavel AMG will remain on Ducati’s product line, and whether the co-branded super-cruiser will become an even more sought after item now that Audi has entered the picture with the Italian motorcycle maker.

Source: Two Wheels Blog & Automoto.it













Jensen Beeler

Despite his best efforts, Jensen is called one of the most influential bloggers in the motorcycle industry, and sometimes consults for motorcycle companies, whether they've solicited his expertise or not.

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