P&A Providers & Administrators
MenuMENU
SearchSEARCH

Volkswagen Group to Add Ducati to Product Portfolio

April 18, 2012
2 min to read


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.

Ad Loading...


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

Photo of gray SUV plugged into public electric-vehicle charger in parking lot
Industryby Hannah MitchellJuly 21, 2026

World EV Adoption Set to Grow

A new report says the segment, despite recent setbacks in some regions, is poised for acceleration as many countries look to reduce pollution.

Read More →
Bar chart of truck and SUV segments' weekly value change
Industryby StaffJuly 21, 2026

Black Book: Weekly Market Update

Wholesale automotive auction business stayed steady last week as bidders encountered lower prices, analysts observed.

Read More →
laptop with blue car on screen on a shopping website, Clear Costs Convert
Industryby Lauren LawrenceJuly 21, 2026

Pricing Transparency Drives Purchase Consideration

An annual study by JD Power found that clear pricing matters to consumers on automaker websites, so much so that it increases their purchase consideration.

Read More →
Ad Loading...
Bar graphic of used-car segment weekly change
Industryby StaffJuly 14, 2026

Black Book: Weekly Market Update

Used-vehicle market depreciation was the prevailing story in the wholesale market last week.

Read More →
Light-blue Fiat car parked on a sunny Chicago street
Industryby Hannah MitchellJuly 14, 2026

Smaller Is Looking Better

A growing number of Americans in the market for a new vehicle are opting for more affordable options, not waiting for market stability to bite the bullet.

Read More →
man sitting at desk using calculator with charts in front of him, to-go coffee cup on desk, rising and falling data chart in front
Industryby Lauren LawrenceJuly 14, 2026

U.S. EV Market Slowly Stabilizes

U.S. electric-vehicle interest is slowly stabilizing since a major dip in sales after last year's end of the federal EV tax credit, and hybrids remain the leading electrified power train.

Read More →
Ad Loading...
blue background, map of the world with connecting lights and an electric vehicle emblem in the middle
Industryby Lauren LawrenceJuly 8, 2026

Global EV Market Entering New Phase

Automakers are making investments to lower battery costs and optimize production to meet changing consumer needs.

Read More →
Bar chart showing week-over-week wholesale automotive price change
Industryby StaffJuly 7, 2026

Black Book Weekly Market Update

The holiday weekend, not surprisingly, put a drag on wholesale automotive activity last week, analysts observed.

Read More →
Photo of Honda CR-V SUV on two-lane road next to roadside trees
Industryby Hannah MitchellJuly 1, 2026

Auto Affordability in Context

Cox Automotive points out the complex circumstances that have led to eye-popping vehicle prices.

Read More →
Ad Loading...
Line chart of used-vehicle days to turn over past week
Industryby StaffJune 30, 2026

Black Book: Weekly Market Update

Automotive auction inventory increased last week, giving choosy bidders even more leeway.

Read More →