Big wheelers in sync
Ducati and AMG team up to boost brands, writes Mark Hinchliffe
IT IS not unusual for car and bike manufacturers to get together. For example, Porsche had a big role in developing the Harley-Davidson V-Rod water-cooled engine.
Now AMG, the performance arm of Mercedes-Benz, has signed an agreement to work closely with Ducati.
The initial aim of the co-operation between the performance brand from Affalterbach and the Italian bike manufacturer is to develop common marketing activities, including AMG sponsoring the Ducati MotoGP team.
Mercedes-AMG boss Ola Kallenius says AMG and Ducati complement each other.
‘‘Both companies share the same values: racing as the driving passion and high performance, plus exclusivity, as the central brand messages of both AMG and Ducati,’’ he says.
‘‘This long-term co-operation will help us to jointly access new customer groups.’’
During selected AMG events, participants will be able to test ride Ducati motorcycles, and Ducati customers will similarly have the opportunity to familiarise themselves with the latest AMG high-performance cars at events.
Mercedes-Benz Australia Pacific corporate communications manager Jerry Stamoulis says they welcome the co-operative agreement ‘‘but at this early stage, there are no immediate plans’’.
‘‘ As the agreement was only announced last week, a schedule of events has yet to be announced,’’ he says.
There are no indications yet whether the joint agreement will lead to supercharged Ducati engines or AMGs in Ducati-red livery.
Ducati Australia spokesperson Alison Fraser says she is also unaware of specific details yet.
‘‘ As AMG and Ducati are two entirely differing markets and technologies and the idea of a supercharged Ducati engine is a fun one to think about, at this stage the announcement should be taken on face value,’’ she says.
‘‘As for Australian plans with the cross-promotion, these are in the pipeline and we will be informed accordingly — so watch this space.’’
Twin ambitions: the makers of Italy’s Ducati Diavel and Germany’s Mercedes AMG are joining forces.