Mercedes-AMG Acquires 25% of MV Agusta

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One of the worst-kept secrets in the motorcycle industry, Mercedes-AMG has now officially acquired a 25% stake in MV Agusta S.p.A. The news also sees Mercedes-AMG and MV Agusta signing a long-term partnership agreement, as well as collaboration on future sales and marketing efforts.

Neither Mercedes-AMG, nor MV Agusta, are talking the price of the 25% investment, though rumors peg the cost of the deal around €30 million — a very good valuation compared to the €747 million Audi paid for Ducati Motor Holding just two years ago. Also as a part of the agreement, Mercedes-AMG will appoint one member to MV Agusta’s board of directors.

“In MV Agusta, we have found the perfect two-wheel partner for Mercedes-AMG,” said Tobias Moers, Chief Executive of Mercedes-AMG GmbH. “This manufacturer with a long tradition and Mercedes-AMG are connected not only by a long and successful racing history, but also by shared values and goals for the future – allowing the experience of utmost perfection, optimal performance and motorsport technology for the road.

“The cooperation with MV Agusta also underscores the importance of AMG as the sports-car and high-performance brand of Mercedes-Benz Cars. The partnership provides us with an entry into a world of additional high-performance enthusiasts,” Moers finished.

Giovanni Castiglioni, President and CEO of MV Agusta Motor S.p.A., added that “MV Agusta and Mercedes-AMG are a perfect brand fit: Two complementary companies that stand for design, high performance and excellence. Mercedes-AMG will help MV Agusta to further expand globally and to accelerate our growth. The uniqueness of MV Agusta will further enhance Mercedes-AMG’s leadership in the high-performance segment.”

For MV Agusta, the news is quite a coup, as the investment from Mercedes-AMG means access to capital and financing, which the Italian company has desperately needed since its purchase from Harley-Davidson. MV Agusta’s future depends on the company’s ability to grow into a full-range motorcycle brand, with strong presences in key markets like the USA and Western Europe.

The catch-22 to that statement though is that it will take significant investments in money and resources to make the changes necessary to MV Agusta. With the roughly 30 million euros that Mercedes-AMG brings to the table, along with resources in marketing, sales, and distribution, MV Agusta might finally be able to grow from being a boutique Italian marque, to a true international motorcycle company.

For Mercedes-AMG, the move keeps it on par with its fellow German automakers. Just as Lamborghini AG was the true purchaser of Ducati Motor Holding, we see again the performance arm of a German manufacturer making an acquisition on paper for its larger benefactor. The deal has the potential to help AMG with CAFE emission standards, as well as adding a two-wheel cross-over option for would-be enthusiasts.

Though the road ahead for MV Agusta is still a difficult one, we imagine the bubbly is flowing right now in Varese, and rightfully so.

Source: MV Agusta

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.