Big wheel­ers in sync

Du­cati and AMG team up to boost brands, writes Mark Hinch­liffe

Herald Sun - Motoring - - News -

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.

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