Audi poised to buy Ducati

Audi is set to add another Italian nameplate to its stable (the other is Lamborghini) with news today that it is set to buy Ducati.

According to British magazine CAR, Audi is currently doing due diligence to ensure all is up to scratch. The directive seems to have come from the top, however. Ferdinand Piech instituted Project Eagle, which includes a having a motorbike company on the books.

The issue with Ducati currently is its debts are quite significant, so a company as strong as Audi is would be the perfect fit to save the struggling superbike maker.

Other contenders have put their hand up, though. Indian firm Mahindra and Daimler have announced intentions to purchase, but Audi is apparently being given first right of refusal.

Even if the deal falls through, it's unlikely that Ducati will flounder, especially given the Volkswagen Group's penchant for brand building - VW itself may even step up to the plate.

Teamspeed, as ever, will keep you up to date with any developments.

 

The brands make good "Bed Mates"

 

I would've figured Mercedes would've tried to snap up Ducati since they've partnered up in the past.

 

I hate to say this but they're probably not charging enough for their bikes. And the economy in the state that it's in- I'd say a large chunk of guys who were buying bikes previous to the market crash, still aren't able to get financed. So to keep the bikes competitive they are priced to go. It's frustrating to hear about companies like this that are financially floundering.

 

Ducati needs to make a 600cc that looks like the evo and costs maybe 1.5K more then the Honda's/Kawi. Then bring back the smaller monster 400 that they sold oversea's to bring new riders into the brand.

Then ramp the cost up on the higher spec bikes after you have people used to the brand on the low end.

Audi might actually make sense as a partner though.

 

Hoorah for VW taking over the world!

 

agreed.....but they probably don't do it because they want to be a more "exclusive" brand

 

That's the rub. Porsche had to come up with something that made a lot of money, thus the Cayenne.

There's more to this than what they're selling. Maybe pouring too much money into racing with very little ROI. We don't know the full picture.

 

Remember that a conscious decision was made to make Ducati more accessible and mass market. They certainly did this, but are still having financial problems? Well, as stoppie mentioned above motoGP is EXPENSIVE and ducati hasn't had results. And truthfully the literbikes vs. duc for street riding? I'd take a 1000rr myself.

Hopefully Audi can come up with a good strategy and turn it around.

 

My wishes goes with AMG, but Audi is good solution too. They`ve made great job with Lamborghini!