Daimler AG and Aston Martin Lagonda Ltd. have signed an agreement for a significant technical partnership between Daimler, Mercedes-AMG GmbH and Aston Martin.
Following the signing of a Letter of Intent in July this year, the two companies have continued to work together, exploring opportunities for co-operation and these discussions have resulted in the signing of definitive agreements.
The technical partnership will allow Mercedes-AMG and Aston Martin to develop bespoke V8 engines supporting Aston Martin’s launch of a next generation of models that will incorporate cutting edge technology and newly-developed engines, combining high performance and fuel efficiency.
Daimler will receive up to five percent non-voting shares in Aston Martin without cash consideration in several steps following the progress of the technical partnership. At the same time, the company will receive an observer status on the Aston Martin Holdings board. Daimler joins Aston Martin’s existing shareholder body that includes Prime Wagon, Adeem Investment and Investindustrial.
The parties are working to conclude the terms of an additional cooperation for the supply of electric/electronic (e/e) components. Furthermore, the two groups will investigate additional areas of cooperation in the future. Aston Martin will continue to manufacture all of its sports cars at its Gaydon headquarters in Warwickshire, England.
Tobias Moers, Chairman of the Management Board of Mercedes-AMG GmbH: “By signing the Umbrella Agreement and the Engine Agreement both parties have agreed to this technical partnership: Mercedes-AMG will provide the British icon Aston Martin with engines for their forthcoming sports cars. At our company´s headquarters in Affalterbach we are proud to work with Aston Martin – this agreement is a real win-win situation for both sides.”
A spokesperson for the Aston Martin board said: “Our company is this year celebrating its centenary, and the partnership agreed today underpins prospects for Aston Martin’s bright, vibrant and dynamic second century in the sports car business. This strategic collaboration for Aston Martin will, in our next generation of luxury sports cars, offer our customers increased performance and state-of-the-art features whilst retaining the unique character and style of an Aston Martin.”
Thanks to a special deal inked with United Airlines, frequent fliers in United’s MileagePlus program with “Premiere” status can save up to $5,000 when buying or leasing almost all new 2013 and 2014 Mercedes-Benz models.
The special offer, that expires September 3 has an extra bonus for buyers that go with a 2014 Mercedes-Benz E-Class or CLS-Class, they’ll also receive 25,000 bonus miles in the MileagePlus program.
Even after the special partnership expires, Mercedes and United said they will continue their partnership and offer additional deals in the future.
Randy Petersen, an expert on frequent flier programs, told Forbes that the partnership with United is a “brilliant move” by Mercedes, which gets marketing access to millions of potential car buyers.
United’s database has more than 80 million people in it, including 9 million “elite” members, who are typically premium brand auto buyers, he says.
Those who intend to buy a car are able to confirm their Premier status in United’s frequent flier program online and print their voucher for up to $5,000. The voucher can be redeemed at a Mercedes dealership for the C-Class, the CL-Class, the CLS-Class, the E-Class, the G-Class, the GLK-Class, the M-Class, the S-Class, the SL-Class or the SLK-Class as well as the SLS AMG Black Series and the SLS AMG GT.
Daimler AG’s high performance brand and subsidiary, Mercedes-AMG GmbH have entered into a technical partnership with Aston Martin Lagonda Ltd signing, a Letter of Intent today. The main focus of the partnership is for supply agreements between Mercedes-AMG, Mercedes-Benz Cars and Aston Martin. Mercedes-AMG will supply Aston Martin with engines, while Mercedes-Benz Cars will provide the British luxury sports car manufacturer with e/e (electric/electronic) components for Aston Martin’s future models.
What does Daimler get out of the deal? Daimler will receive up to 5% equity in Aston Martin without cash consideration in several steps following the progress of the technical partnership. At the same time, the company will receive an observer status in the Board of Management of Aston Martin. Based on the Letter of Intent, both parties have the intention to work towards signing of definitive agreements during the second half of the year. The overall transaction is subject to the conclusion on definitive agreement and applicable regulatory approvals, if required.
Ola Källenius, Head of Mercedes-AMG GmbH: “We are proud to work with Aston Martin and provide them with powertrain and e/e components for their forthcoming sports cars. This is proof of AMG’s technological and performance expertise and a real win-win situation for both sides.”
Aston Martin Product Development Director Ian Minards said: “We have selected AMG specifically as the basis for this powertrain development process. Aston Martin sources cutting edge technology from key suppliers around the globe and the opportunity to include content from Mercedes-AMG GmbH in our next generation sports cars is, clearly, good news.”
More news will come but both parties have agreed on non-disclosure of further details of the planned partnership for the time being.
Daimler and Aston Martin have signed an engine and platform sharing agreement according to a recent report by Car and Driver. Rumors of this partnership have been alive since 2008, but if the report is correct, Aston Marting will build the redesigned Maybach in their Gaydon, England factory.
The report also states that the new Maybach models will be built atop the Mercedes-Benz S-Class platform that is set to be previewed at the Frankfurt Motor Show this year.
As for what Aston Martin will be getting out of this partnership, technology in the way of platforms, drivetrain and other equipment. This technology will be used on the new Lagonda lineup, including a sedan built alongside the Maybach line as well as a GL-based crossover. The real question that remains is whether the partnership will extend enough to provide Aston Martin with a new platform to replace the VH architecture on which its entire lineup is now based.
Until we see a signed agreement, we won’t be confirming anything. Chances are however that the Frankfurt Motor Show in September will shed more light on the subject.
While the Mercedes AMG and Cigarette Racing Team alliance began based on the dedication to performance and perfection of these two luxury brands share, that synergy has now extended to another stellar performance brand, Ducati. “The Ménage of Motorsports,” a dynamic display of performance boats and two and four-wheeled vehicles, will be seen at the 2011 Miami International Boat Show, in Cigarette’s Booth B-23. The Ménage of Motorsports-the three luxury brands of Cigarette, Mercedes AMG and Ducati, are also partners on the AMG for members only “Private Lounge” website.
In the motorcycle industry, the name Ducati means performance and is one of the most sought-after name brands. As Germany is respected for its fine automobiles, Italy has earned admiration for creating the ultimate motorcycle for leisure and racing. Several Ducati bikes will be on display, including a Diavel, the 1198 SP, Multistrada and the Monster 1100 EVO. The Ducati brand completes the motorsports trifecta, adding two-wheeled power to the winning performance mix.
The new Cigarette 42X Ducati Edition, customized with Ducati’s signature white with a bold red stripe, is on display at the Cigarette booth and will feature another new addition to the Penchant for Performance. Mercury Racing has again added an engine to its line to accommodate every performance boater’s need-and selected Cigarette to make the debut. “Mercury Racing knows that Cigarette will put our time, effort and expertise behind its newest ventures,” says Skip Braver, president and CEO, who has taken Cigarette to new heights under his 9-years of ownership. “As we have with each new engine, our teams have worked together to validate the performance, ensuring that not only Cigarette customers, but all of Mercury Racing’s customers, benefit from the joint effort,” he adds. The new engine boasts 1,100 HP and #6 drives, representing a bridge between the SCi engines and the 1350 HP QVC4V engines that made their debut at the 2010 Miami Boat Show in the Inspired by AMG 46′ Cigarette.
The Ducati boat will also feature a new venture in sound as Cigarette teams with JL Audio. This purpose-built, updated sound system was designed specifically for Cigarette and includes digital amplifiers, time-aligned tweeters and a specially designed “bass array” subwoofer system. The new sound stage will enhance the listening experience, providing immersion rather than blaring onboard music. JL has tested and engineered the new efficient and attractive set up for Cigarette and its American-made design complements the American-made boat.
“As the three brands of Cigarette, Mercedes AMG and Ducati have joined forces, we find a synergy uniting us,” Braver states “It’s not just about going fast, it’s about how we design, build and create value and loyalty in our brands,” he adds.
In addition to the Cigarette array of powerboats and Ducati bikes, a special feature, a Mercedes-Benz SLS AMG GT-3 Race Car was flown in from Germany to supplement Cigarette’s salute to motorsports. This racing version of the SLS AMG gull-wing was created specifically for motorsports–for customers who compete in sprint or long-distance races. Its aerodynamic design lines and a 6-speed racing transmission with shift paddles provide the performance and success on the track that verifies AMG’s commitment to motorsports since its introduction in 1967.
“The Evolution of Cigarette” adds to the show display as Miami dealer, Phil Lipschutz of Lip-ship Performance, a National and World Title holder in the American Power Boat Association (APBA) displays two boats depicting his particular Penchant for Performance–a matching nostalgic 20′ and a new 50′ Marauder model. The Marauder is the largest Cigarette in the model line and though the 20′ is no longer built, it represents the smallest of the line to date. “It just shows that when it’s a Cigarette, size doesn’t matter!” says Skip Braver, President and CEO.
The 50′ Marauder is Lipschutz’ “Poker Run Edition” and was built with a new deck to enhance the aesthetic style of the boat. Though a minor change, the modification of the deck demonstrates Cigarette’s on-going effort to tweak and perfect each of its models. The Marauder is also the first 50′ Cigarette with 1350 HP SVC4V engines. The set up and balance of the new engines was highly optimized in this debut edition.
The 39 Top Fish center console adds another dimension to Cigarette’s powerboat lineup. This high-performance Cigarette was designed as a lifestyle offering, combining top-power with the convenience and ease of a center console. The 2011 model will sport a new fiberglass T-top that provides more sun coverage, aerodynamics and integrated LED lights. Triple Mercury Verado 300 engines power the boat which with 418 gallon fuel tanks, offers range, ensuring you get to your destination quickly-whether it’s your favorite fishing spot or a day of fun with friends and family. Added features of this performance recreational boat are a large stand-up head and shower, an additional transom shower, 40 gallons of fresh water, finished hatches-inside and out, and fully customized Cigarette options like painted hull, billet trim, storage, live wells, coolers, upholstery and embroidery. The Top Fish, available in both cuddy cabin and open-bow configurations, enjoys popularity not only domestically, but in the Middle Eastern and European markets.
Other Cigarette models on display will include a 46′ Rider with Mercury Racing 1350 engines and the M8 drive and the ever-popular 39 Top Gun Unlimited with Mercury Racing 700 SCi engines and #6 drives.
Cigarette’s dedication to personalization will also be demonstrated in the Cigarette Exclusive Design Studio set up in the booth for customers planning to build their new Cigarette. The “If you’ve seen one, you’ve seen one” slogan applies since each Cigarette is built to order with no two boats exactly alike. “All of our customers have their own preferences for color, style, logos and personalization,” says Braver, “We cater to that desire to customize by providing a wide range of options from paint, upholstery and embroidery to custom accessories and instrumentation. Your Cigarette is truly your creation and now we have a vibrant new palette of custom colors from Spies Hecker from which to choose as well,” he adds.
Cigarette will continue its focus on technology and product updates. “We listen to what our customers want and deliver a model range that fits every boating lifestyle,” says Braver, “If you are a boater, you will enjoy boating even more in a Cigarette. If you’re not a boater, Cigarette will make you want to be!”
AMG and Ducati will work together closely in future. The initial aim of the cooperation between the performance brand from Affalterbach and the Italian manufacturer of high-performance motorcycles is to develop common marketing activities. The cooperation agreement was signed Wednesday, November 17, during a press conference at the Los Angeles Auto Show, by Ola Källenius, CEO of Mercedes-AMG GmbH and 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 Källenius, CEO of Mercedes-AMG GmbH.
“I am especially proud to have AMG as one of our sponsors for the 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.
The first visible results of the cooperation between AMG and Ducati will be joint marketing and sponsoring activities. AMG will support the Ducati MotoGP Team as an Official Car Partner from 2011, for example. During selected AMG events, participants will be able to take test drives with 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.
Ducati and AMG: racing, high performance, exclusivity
Founded in 1926, Ducati initially produced components for radios. From 1946 Ducati focused on the manufacture of motorcycles, and gained a first-class reputation in the two-wheeler sector over the subsequent decades. Today this motorcycle manufacturer based in Bologna, Italy stands for performance with cutting-edge technology, numerous motorcycle racing victories and characteristic design. The brand image ideally complements that of AMG.
AMG was founded in 1967, and is seen as a pioneer in motorsports and performance enhancement. In the following years AMG developed from a two-man operation to a company of worldwide renown. Numerous racing victories, technological tours de force born of the racetrack, unique high-performance cars and an unmistakable brand experience such as e.g. the AMG Driving Academy have come together to form a decidedly exclusive brand image.
Founded in 1999, Mercedes-AMG GmbH is an autonomous vehicle manufacturer. As a wholly-owned subsidiary of Daimler AG, AMG is responsible for all development processes relating to the chassis, engine, suspension, brakes, electronics, aerodynamics, interior and design, right up to final approval of the complete AMG car. Mercedes-AMG GmbH also manages all marketing and sales related aspects in its own right.
The SLS AMG as a masterpiece in AMG’s history
The SLS AMG presented in 2009 is an automotive masterpiece from Mercedes-AMG GmbH. As the first automobile independently developed by the company, the super-sports car is the highlight in AMG’s more than 40-year history. It not only takes AMG into a new era, but also demonstrates development expertise of the very highest order.
AMG’s special focus is on the heart of any automobile, namely the engine. The company’s core expertise in developing and producing powerful engines has been assiduously perfected right from the start. In the ultra-modern AMG engine shop, highly qualified specialists follow the traditional “One man – one engine” philosophy to produce high-performance AMG V8 and V12 engines to the highest quality standards.