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Daimler (parent of Mercedes) to Purchase Interest in MV Agusta?


With its two big German rivals owning motorcycle brands (including BMW and Volkswagen Group, which owns Ducati through Audi), you might not be surprised that Daimler (owner of the Mercedes brand) is looking for a marquee European motorcycle manufacturer to acquire, or invest in.

The rumor that Daimler may purchase a significant portion of MV Agusta has been circulating for a while, but is now getting significant press in Europe. MV is planning to offer shares to the public, in any event, to sell off a minority interest and raise capital for new product development. A big cash infusion from Daimler, together with the Mercedes engineering and R&D muscle, might be the perfect solution for MV’s development needs. Stay tuned.


  1. Hair says:

    The world of business is full of risks and rewards. I sure hope that MV comes out of this a better company. I love their product. And would like to see the name brand be around for a long time to come. If that happens we all win.

  2. Hot Dog says:

    This is a perfect opportunity for a forward thinking manufacturer, perhaps Harley Davidson, to acquire a company as advanced as this. Jeez, I mean it’d be great for open mindedness. There’re out there on the edge, aren’t they?

    • TomH says:

      Harley Davidson is so forward thinking that they bought them back in 2008!

      • Jason says:

        Harley bought MV Agusta for $109 million in 2008 and then sold it back to the original owners for 1 Euro in 2010. This was about the same time they spent $125 million to shut down Buell instead of selling it to Bombardier.

  3. Michael H says:

    Hey, at least is isn’t Toyota.

  4. SmokinRZ says:

    Oh please! How many Naugas could it take to cover a sport bike seat.

  5. frank says:

    We care because aside from the fact that the brand has history, it is, if not the most beautiful example of functional motorcycle art ever produced…(look at the picture above)…then it is certainly one of the top two, and deserves the kind of support that most of the other long time big names in the game are getting, and a fair chance at achieving broader success.

    • Dave says:

      Unless they change their product to be more accessible to a broader demographic (make it cheaper) or the global middle class gets it’s share of the economic recovery (we’re not), they’ll likely continue to have the same success they’re having now, added investment or not.

      • Norm G. says:

        re: “Unless they change their product to be more accessible to a broader demographic (make it cheaper)”

        if I had a nickel for every time someone with a devaluing mentality said this about Ferrari…? I’d actually own a Ferrari.

  6. Norm G. says:

    gotta wonder if Merc didn’t bother to jump on Ducati when they had the chance (there was a brief AMG/Ducati partnership remember), if there’s really anything in this…? or is this just market manipulation ahead of MV’s public offering…?

    • Jason says:

      I think Mercedes was interested in Ducati but was outbid by VW.

      • Norm G. says:

        that’s what I mean, apparently they weren’t that interested.

        are they genuinely motivated by thought of a long-term association with 2-wheeled transportation (ie. the motorcyclist’s fantasy)…? or were their motivations simply limited to getting something for a “steal” (ie. free lunch)…?

        • Jason says:

          I’m thinking that the board of directors just wanted a new and shiny toy to play with. Even if they are successful, MW Agusta won’t be more than a tiny speck to Daimler’s bottom line.

  7. Don Fraser says:

    and we care because?

  8. Denny says:

    Ready to invest cash? Dealer network? but they have it. Agusta’s main business is airspace (helicopters) and as far as I can tell, here in Canada, there are 2 dealerships within easy reach in my area. So, what is this about? Destruction of the brand?

  9. Bob L. says:

    Let’s tell Donald Trump, they are on the market. It’s time he diversifies!

  10. allworld says:

    If Daimler does for MV what they did for Chrysler then they are in big trouble.
    Fiat is by far the better choice. MV’s needs cash and a distribution network , not German dominance, Fiat can offer both as well as manufacturing space along with R&D.
    Fiat also owns Magneti Marelli.

    • Mick says:

      allworld “If Daimler does for MV what they did for Chrysler then they are in big trouble.”

      You mean like, Daimler skipping homework before purchase and got surprised afterwards by how deep a mess Chrysler was in and got burned?
      That was a stupid mistake.
      Perhaps thats why they are considering investment instead of acquisition.

      • Mike Simmons says:

        If you will do a little research, you will find that at the time of the “merger of equals”, Chrysler was thriving and had billions of cash in the bank. Then Eaton gave away the farm to the Germans and it has been downhill ever since.

        • Jumkie says:

          Chrysler thriving and having billions of cash in the bank doesn’t sound right.
          Weren’t they always been on the brink of bankruptcy?
          I remember a professor who used to joke about how Chrysler’s product weren’t considered durable goods.

          • allworld says:

            Dialer lifted 13 Billion from Chrysler, then green lighted new products that they new where inferior, then off loaded then to a private equity firm that began to hollow them out. Fiat has turned Chrysler around, and Fiat is the better choice for MV Agusta.

          • Harry R says:

            Mike and Jumkie are correct here Chrysler was on the way to being the most solvent of US automakers prior to the merger. Daimler raided the coffers and “future” technology bin and dumped the remains. Daimler DID it’s homework very well and knew exactly what they were doing.
            Oh and Jumkie a professor is just someone who espouses knowledge about a field they could NEVER actually hold a job in.

          • Harry R says:

            Sorry meant to give credit to allworld for being correct on Chrysler’s position before Daimler

  11. Gronde says:

    I’d rather see it acquired by FIAT. Oh well, at least you’ll get real leather on the seat rather than Naugahyde.

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