AMG is a division of German automotive manufacturer Mercedes-Benz, and is very well known for taking the cars they produce to the absolute limits of performance; they are also very often the most expensive German autos you can lay your hands on. If you are reading this, then already know Italian marque Ducati well enough to at least identify machines produced by the company. You also likely are well aware of the high-spec motorcycles, which are essentially race bikes with a few creature comforts and road-legalizing additions, which Ducati sells to the public. Imagine these two companies coming together, bringing all that knowledge and technology into intensive performance machine development. As of November 2010, you need not do so anymore; AMG and Ducati will work together closely from now going forward.
The partnership agreement between the two companies will initially consist mostly of joint marketing opportunities and racing sponsorship. The idea is to open up the customer bases of both AMG and Ducati to the products which the other manufactures. Considering the sound financial health of those who can afford an AMG massaged Mercedes-Benz, the deal should work out well for the Bologna-based motorcycle concern. Additionally, AMG will become a sponsor and Official Car Partner of Ducati’s MotoGP team (this may be one source of the funding Ducati needed to lure Valentino Rossi into their paddock and will likely replace Fiat on the Desmosedici livery) for the 2011 season.
The new alliance is sure to be a favorable one as both entities share intrinsic values: very high performance, motorsports excitement embedded in heart and soul, and an impeccable sense of style and design. Behind the scenes plans are still being cooked up. This is very much a work in progress as the two organizations continue working on the future. There is the possibility that some issues could arise as the market may not be ready for such a partnership – the Great Recession may be officially over, but there are many out there who still feel the financial strain all too well – or it simply may see some backlash from the exclusive tendencies of the various hard-core acolytes and their clubs. These are not likely, though, as the two companies complement one another very well. AMG is not the only auto company with which Ducati has a relationship (with Ferrari through Marlboro), though this one is well-positioned to make a difference for both legendary companies.
There is more to this story according to some in the industry, though this is only rumor and speculation. We will look back on it if there is any credence to any of it. For now this deal is praised by both sides; Mercedes-AMG GmbH CEO Ola Källenius and Ducati Motor Holding S.p.A. President and CEO Gabriele del Torchio both view this partnership with unhindered revenue-based optimism. Who could blame them? This does have the potential to become the proverbial ‘match made in heaven’…or is it ‘love at first sight’? Either way, or both, Mercedes-AMG and Ducati will be something interesting to watch – Germany and Italy, not competing on the pitch, but writing one together.
Written by J.C. Current, Courtesy of AllAboutBikes.com