“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.”
Well at least that’s putting it nicely. Then again, that little statement was the entire press release. You can imagine what it’s like when Germans get angry. Not even a week after Audi formally announced it has purchased Ducati from Investindustrial Group, AMG, who is the official performance and tuning house for Mercedes-Benz, said it ended its “marketing cooperation” with Ducati.
For those of you who don’t know, AMG and Ducati have collaborated before on a number of marketing projects. First there was the Ducati Diavel AMG, then came the SLK 55 AMG Streetfighter Yellow, a few advertisements featuring the Ducati 848 Evo, and probably most noticeable, AMG actually sponsored the Ducati MotoGP team as their Official Car Partner and the logo was on the Desmosedici in the series.
Yeah. All of that ended pretty quickly to say the least. As for the Ducati Diavel AMG? That will probably become a collector’s item. Somehow I get the feeling the boys at Ingolstadt are giggling about all of this.