Mercedes showrooms to sell MV Agusta bikes in EU

Mercedes-AMG appears to be capitalising in a big way on their partnership with Italian motorcycle manufacturer MV Agusta. With rivals Audi owning Ducati via their subsidary Lamborghini, and BMW having been in the motorrad business for almost a hundred years, Mercedes-AMG seems to be wanting their own slice of the cake as well.

Giovanni Castiglioni, president of MV Agusta, revealed during the unveiling of the 2016 Brutale 800 that 127 Mercedes dealerships across Europe will carry MV Agusta motorcycles on their showroom floors. This news comes on the back of MV announcing higher sales figures in 2015.

This revelation is significant, as in Europe, BMW dealers do not sell BMW motorcycles unless they are also Motorrad dealers. The same applies to Audi and Lamborghini dealers, unless they specifically apply to be Ducati dealers as well.

Along with this announcement, MV is also bolstering its range with six new models in 2016, and are looking to consolidate the brand to bring it on par with BMW and Ducati in terms of name recognition.

Mercedes-AMG acquired a 25% stake in MV Agusta in November 2015, and since then have collaborated on the F3 800, which is due to enter limited production this year. MV Agusta was sold under controversial circumstances to Gevi Spa by Proton Holdings in 2006 for the sum of one euro.

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