Volkswagen Group to Add Ducati to Product Portfolio
Audi AG, the business division of the German luxury brand, announced Wednesday its intention to acquire Ducati, the Italian sportbike manufacturer, from its majority owner, the Investindustrial Group.
The announcement ended a month of speculation dating to a report from the web site of Car, the British automotive magazine, in which unidentified sources told the site’s editors of the purchase plan, reported The New York Times. Terms of the deal were not disclosed Wednesday, but as DealBook wrote, a person briefed on the transaction said the purchase would be made for about 860 million euros, or roughly $1.12 billion.
The Volkswagen Group, which owns Audi as well as low-volume ultraluxury brands like Bentley, Lamborghini and Bugatti, was not mentioned in a media release sent Wednesday by Audi AG. An Audi of America spokesman, Andrew Lipman, would not comment on the reasons that Audi, not its parent, was identified as the buyer, saying only that Ducati and Audi “shared brand values.”
In Car’s initial report, Andrea Bonomi, the Ducati chairman, was said to have called his company “the two-wheel equivalent of Audi.” The VW Group chairman, Ferdinand Piëch, expressed interest in acquiring the sportbike company in 2008, but Investindustrial, a private equity firm, instead expanded its ownership stake.
Ducati was described in Audi’s release by Rupert Stadler, Audi’s chairman, as “one of the world’s most profitable motorcycle manufacturers.” Even so, analysts have questioned the move, saying the company was overvalued and would not offer technologies that could readily find their way into Audi’s engineering, despite Ducati’s experience in wringing big power from compact engines. The purchase does, however, give Mr. Piëch, an avowed motorcycling enthusiast, a toehold in the industry.
At the time the announcement was made, it was not clear how the deal might affect Ducati’s relationship with AMG, the in-house tuning division of Mercedes-Benz. But a statement released Thursday by Daimler, the parent of AMG and Mercedes, noted that the takeover “by a rival car manufacturer has understandably resulted in the end of any further collaboration.” The partnership had consisted primarily of matching color combinations on special-edition vehicles. In the weeks after Car magazine’s initial report, Daimler repeatedly denied interest in buying Ducati.
Founded in 1926 in Bologna, Ducati originally manufactured parts for radios. It also designed cameras during World War II, before building its first motorcycles in 1949.
More Industry

Pennsylvania Dealership Under New Retailers
The sale of the Chrysler Dodge Jeep Ram store puts a family auto group on a leaner path as first-time dealers take the helm.
Read More →
Battery Storage Takes Priority Over EVs
U.S. automakers are prioritizing battery energy stationary storage over electric-vehicle production as the consumer demand for EVs lags the rest of the world.
Read More →
Auto Dealers Feel Better But Not Great
A second-quarter Cox Automotive poll of franchised retailers and independents found better views of the current market after a good spring but anticipation of third-quarter storminess.
Read More →
New-Vehicle Sales Picture Relative
A May forecast is complicated by last spring’s trade tariff effects on auto retail. Despite continued hard realities, many consumers took advantage of ways to bite the bullet.
Read More →
Auto Group Acquires Third Nissan Rooftop
Iowa-based Coleman Automotive Group recently acquired its seventh dealership, McGrath Nissan, which it renamed Nissan of Elgin.
Read More →
April Less Affordable
Based on prices, reduced incentives and slower household income growth, consumers found it more challenging to buy new last month, Cox Automotive reported.
Read More →
Building an Extraordinary F&I Agency
Work to determine your specialized talent, because that fact will determine everything about your agency’s future.
Read More →
Recipe for Compliance
The secret to both amazing barbecue and compliance is the same: understanding the basics and committing to a process.
Read More →
EVs Getting More Attractive
A growing percentage of U.S. consumers are open to switching and fewer are adverse to the idea, according to a recently completed survey. That’s despite the end of a tax break.
Read More →
EV Sales Drop in April Following Surge
North American electric-vehicle sales were down 28% year-over-year, a sharp contrast from global EV sales growth of 6%.
Read More →