As Ducati’s love affair with AMG comes to an end, Audi steps in with a proposal, and buys the famous Italian bike maker. The Supervisory Boards of AUDI AG and Volkswagen AG approved the acquisition today in Hamburg, but for the transaction to be completed it has to be approved by the competition authorities. Audi reportedly has paid 860 million Euro for Ducati. Question is, what are they going to do with it?
There’s a couple of reasons why Audi is interested in Ducati. Audi, as you know, owns Lamborghini, and Audi’s parent VW recently took over Italdesign. This will be the Group’s third Italian acquisition in recent years. The Germans must have big plans for Northern Italy!
Ducati is also a leading player in engine technology and lightweight construction, which is another reason for Audi to buy it, and last but not least, it’s just a cool brand. Although, it was cooler attached to AMG.
In 2011, Ducati sold around 42,000 motorcycles and generated revenue of some EUR 480 million, employing around 1,100 people. The company runs its operations from its headquarters in Bologna and at its own factory in Thailand.
Rupert Stadler, Chairman of the Board of Management of AUDI AG, declared: “Ducati is known worldwide as a premium brand among motorcycle manufacturers and has a long tradition of building sporty motorcycles. It has great expertise in high-performance engines and lightweight construction, and is one of the world’s most profitable motorcycle manufacturers. That makes Ducati an excellent fit for Audi.” The progressive control systems and special combustion chamber process of Ducati engines, their resulting sporty character, and Ducati’s extensive know-how in lightweight construction thus offer great potential for AUDI AG and the Volkswagen Group.
Peter Mosch, Chairman of the General Works Council of AUDI AG, explains that the employee representatives of AUDI AG support the Company’s sustainable, co-determined growth strategy. “We must use the opportunities offered by globalization for Audi – and that’s exactly what we’re doing. Everyone at Audi is looking forward to working with our new colleagues from Ducati,” commented Mosch.