It’s official: Audi gets Ducati !
The transaction still needs to be submitted to the competition authorities for approval, but the Volkswagen group’s decision is firm: its "Premium" brand Audi buys Ducati motorcycles from Investindustrial, thus confirming the insistent rumors of recent weeks (read MNC of April 16, 2012)…
The transaction has yet to be submitted to the approval of the competition authorities, but the Volkswagen group’s decision is firm: its "Premium" brand Audi buys Ducati motorcycles from Investindustrial, thus confirming the insistent rumors of recent weeks (read)…
It was in 2006 that the Bologna firm was bought by Investindustrial: "since then, Ducati has become one of the best motorcycle brands, one of the most profitable in the world," says the European investment fund. "Its revenues went from 305 million euros to 480 million in 2011, its profits from 27 million to 94 million".
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Audi in 2011 |
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Excellent performance that the Bologna brand owes above all to its products: "in recent years, under the leadership of the management team led by CEO Gabriele Del Torchio, Ducati has also developed the most captivating range of products and completed in its history by launching 17 new models ", describes the former owner of Ducati.
The new generations of Monster (695 and 1100), the 1098, Desmosedici RR, Multistrada 1200 then Diavel have contributed to developing the brand’s sales: "from 35,300 motorcycles in 2006 to 42,200 in 2011", underlines the seller Investindustrial.
The brand image has been considerably strengthened over the last six years: "Ducati, a sporty, premium and international brand, perfectly matches Audi", remarks Rupert Stadler, president of the German car brand … which also owns Lamborghini !
In addition, Audi believes it has a lot to learn from the Bologna plant: "the progressive control systems and combustion chambers specific to Ducati engines, the sporting character that results from them and the brand’s great know-how in terms of lightweight construction represent huge potential for Audi and the Volkswagen Group ".
From a purely commercial point of view, the Ingolstadt firm is calm: "specialists predict a sharp rise in the motorcycle market in the years to come, especially in Asia". Gabriele Del Torchio, Ducati’s big boss, is for his part "convinced that the Audi Group will allow Ducati to continue to consolidate its position in markets around the world".
Finally, it is on the sporting level that the Germans will have to be the most vigilant: for two years, the Italians have struggled to compete with the Japanese in MotoGP, and next year, in WSBK, the Bologna brand must not miss the handover between the glorious 1198 and the Panigale … Business to follow on the Site: stay tuned !
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