Audi Takes Ducati Off The Market - Will Keep Motorcycle Maker

Germany’s Audi has abandoned plans to sell its Italian motorcycle brand Ducati, its chief executive Rupert Stadler said, in a sign of confidence that the carmaker expects to be able to carry the costs of its transformation.

Steps to reduce costs by 10 billion euros ($11.8 billion), cut red tape and deepen ties with fellow Volkswagen-owned brand Porsche are “gradually increasing our financial and organizational leeway for the strategic realignment,” chief executive Rupert Stadler told reporters.
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MDarringer - 12/12/2017 8:32:03 PM

+1 Boost

Why?

Owning Ducati is pointless. The Japanese beat Ducati to a pulp for top end bikes eons ago.

mre30 - 12/12/2017 9:56:24 PM

+3 Boost

It was taken off the market because a brand that, most likely, is not profitable, is not worth anything.

Ducati is the Aston Martin of motorcycles.

MDarringer - 12/12/2017 10:48:10 PM

+1 Boost

They should have ditched Ducati to Harley Davidson when HD was interested.

CANADIANCOMMENTS - 12/13/2017 4:05:40 PM

+1 Boost

Ducati still has cache in the motorcycling world. It is still an aspirational brand to own for that group who don't want a hog. More for the 1% who also ride. They have made some epic bikes in the past like the Desmosedici. There niche is lower volume and higher prices. They are not chasing Honda or Suzuki. Just BMW, Aprilia and other niche brands.

PUGPROUD - 12/13/2017 5:21:15 PM

+1 Boost

I believe I read in European press that labor leader on VW board nixed the sale because it would cut into union membership.

MDarringer - 12/13/2017 7:27:16 PM

+1 Boost

Ahh the idiocy of Socialist policies. The union serving on the board is a conflict of interest.