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AMG, Ducati part ways after Audi buyout
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Merc's AMG has ended its marketing cooperation with Ducati after it was bought by rival firm Audi. So, no more Ducati AMGs but what about a Ducati RS?
It was a big deal for the motoring world when the Rs 58.31 billion Audi takeover of Ducati was finalised. The catch to this was the Ducati Diavel AMG, which was a joint effort between Ducati and Mercedes-Benz? When we say joint effort it means the mechanics of the bike was all Ducati while the styling was done by Merc’s performance division, AMG.
At the time this happened, word was that Mercedes-Benz was interested in controlling a stake in Ducati. With increasing emission regulations, it made sense for car makers to look at creating comparatively economical and cleaner performance motorcycles to keep the cash flow steady.
However, after Audi’s takeover of Ducati, AMG has released a statement saying that it has ended its ‘marketing cooperation’ with the motorcycle maker. This is but natural as Audi is a rival brand for Mercedes-Benz.
Here’s what AMG said in its official statement: “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.”
For those who dreamed of a Ducati-tuned by AMG those dreams will remain dreams. That’s that with AMG and Ducati, but a Ducati RS by Audi’s performance division looks like a feasible step for the Italian bike maker. We have our fingers crossed.
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Raj Choudhary
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