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Ducati and Mercedes-AMG form marketing alliance

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The initial aim of the cooperation between the performance brand Mercedes-AMG from Affalterbach and Ducati the Italian manufacturer of high-performance motorcycles is to develop common marketing activities.

The cooperation agreement was signed on the 15th of November, during a press conference at the Los Angeles Auto Show, by Gabriele del Torchio, President and CEO of Ducati Motor Holding S.p.A and Ola KÌ_llenius, CEO of Mercedes-AMG GmbH.

"We are especially proud to have AMG as one of our sponsors for the Ducati MotoGP Team. I am also very pleased that our joint marketing activities are well under way. In AMG we have found a partner who perfectly reflects our brand values of high performance, motorsport, excitement and our sense of unmistakable style and design," said Gabriele del Torchio, President and CEO of Ducati Motor Holding S.p.A.

"I am very pleased that we are able to announce our strategic cooperation with Ducati today. AMG and Ducati ideally complement each other, as both companies share the same values: racing as the driving passion, and high performance plus exclusivity as the central brand messages of both AMG and Ducati. This long-term cooperation will help us to jointly access new customer groups," said Ola KÌ_llenius, CEO of Mercedes-AMG GmbH.

The first visible results of the cooperation between Ducati and AMG will be joint marketing and sponsoring activities. AMG will support the Ducati MotoGP Team as the Official Car Partner from 2011, for example. During selected AMG events, participants will be able to test ride Ducati motorcycles, and Ducati customers will similarly have the opportunity to familiarise themselves with the latest AMG high-performance cars at events.

Joint events are planned for the members of the AMG Private Lounge, in which more than 13,000 AMG customers worldwide are registered. The partners are currently examining the further activities and strategic steps they might undertake together in the near future.

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