The Affalterbach-based firm and Ducati have established their marketing collaboration at the Los Angeles Motor Show in November 2010. Since then, both company have jointly participated at various racing and advertising events as partners and have co-branded several special edition motorcycle models such as the Diavel and the Streetfighter 848.
Lately, it became public the Italians were seeking a new owner and that Audi had suprisingly managed to secure the first-refusal option in case of the sale. Then, we published a report that was stating clearly Daimler had no interest in acquiring the largest stake in Ducati's shares.
Now, after the Italian brand got eventually sold to Merc's Ingolstadt rival, the step to officially end the agreement with Ducati is a logical move. In a brief statement, officials from Mercedes-AMG GmbH explain the situation:
“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.”
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