Daimler has exposed it is in early talks about a partnership with Aston Martin. They were stimulated after Italian-based investment group Investindustrial took a 37.5 per cent stake in the British brand in late 2012, worth £150 million.
Although bit is understood about the Daimler-Aston partnership, it has been hinted that it will include co-developing engines as well as electrical components.
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Daimler’s Silke Walters is reported to have said: “While both sides understand as well as respect each other extremely much, no decisions have been made.”
However, it is believed that Daimler is keen to work with Investindustrial once again as both worked together in a successful advertising offer that linked AMG as well as motorcycle maker Ducati, then had by Investindustrial.
Investindustrial bought 29.9 per cent of Ducati in 2006, before taking full manage in 2008. The group grew Ducati’s share of the performance bike market from 4.1 per cent in 2006 to 10.6 per cent in 2011, as well as made Ducati the most profitable firm in its class.
The investment group then offered Ducati to Audi in April 2012, for three times what it paid for it.
Key to the success of Ducati is Investindustrial’s focus on globalising production as well as sales, which is something that Aston Martin needs to improve. Currently, a fairly little 15 per cent of the brand’s sales are in the broadening Oriental market.
However, in order to broaden globally, Aston Martin needs to work together with a mainstream carmaker in order to reduce advancement costs as well as vehicle prices. This will enable it to contend with Porsche as well as Bentley, which have the may of the VW Group’s buying power behind them, as well as Ferrari as well as Maserati, which are part of Fiat.
In addition to Mercedes as well as Investindustrial’s past venture, Mercedes as well as Aston have had some involvement before. The ill-fated Lagonda SUV idea shown at the Geneva motor show in 2009 was developed utilizing the underpinnings from the big GL-Class.
In addition, Aston was believed to be going to develop the replacement for the Maybach, before Mercedes canned the brand entirely.