Surprise, Surprise, AMG Ends Partnership with Ducati
The ink on the $1 billion deal that sent Ducati motoring over to Audi’s ownership is still not quite dry yet, and AMG, Mercedes-Benz’s performance group, has officially ended its “marketing relationship” with Ducati.
Ducati and Benz officially announced the shared marketing deal back at the 2010 LA Auto Show, but AMG just couldn’t keep the deal moving now that Audi, a direct competitor, owns the brand. First off is the awkward timing of the announcement, as the Diavel AMG – a Ducati and AMG collaboration bike – just hit showrooms. Audi hasn’t made an announcement regarding the AMG collaboration bike, but it’s likely to remain until all of the units are sold.
Honestly though, this looks almost like AMG is dropping the shared marketing plan out of spite by saying “The company takeover by a rival car manufacturer has understandably resulted in the end of any further collaboration.” Maybe we’re reading too much into it, but this is reminiscent of a teenage argument over whom is whose best friend and you can be friends with her because I don’t like her.
Honestly, with all of the mergers and collaborations that go on in the automotive and motorcycle realm, why would AMG really car if its rival car manufacturer bought a bike manufacturer that it shares advertising with. There has to be a little more to the story that will surely come out at some point.