MotoGP » Ducati sold to Audi?

Ducati sold to Audi for 860 million euros?

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billace - Unregistered

April 18, 2012 1:14 PM


If VW wanst to compete with BMW it will be in WSBK where they just purchased the best pedigree there is and are beating BMW. Why would they invest a dime, let alone trillions of them in prototype racing to compete with Honda and Yamaha?

Think about that debt figure and do some math on the investment made in personnel, logistics, development and all other expenses from MotoGP and you eliminate the majority of the debt overnight. VW runs a conservative business like most public German companies and will extract as much value from Ducati as possible. Don't expect a blank checkbook and a team of Albert Einstein's to go to Italy for the "Bologna Project".

0000ducati - Unregistered

April 18, 2012 1:42 PM

billace ,why did they buy it then,its a financial basket case,its obviously not the most vibrant product in any market place to make lots of cash,its an ego thing, a toy to play with,gettin rid of a cash surplus before the german goverment taxes hit on it,lets play bikes and race bmw

tamil tiger - Unregistered

April 18, 2012 1:56 PM

Didn't get a chance to read all the comments, but VW/Audi is not going to pull the Ducati MotoGP project, for various reasons. One, they will continue it to compete against BMW in the motorsport marketplace. The project is safe.

billace - Unregistered

April 18, 2012 2:09 PM


The purchase has more to do with their car business. VW needs to meet increasing EPA regulations in their largest market and adding small cars powered by small motorcycle engines to their lineup are the obvious answer. These products will also be less expensive and popular in emerging markets like India and China. They are doing many interesting things in this area. Look for the Mahle 1 cyl engine project as an example.

The other side is the acquisition of another prestige brand into their lineup. By reducing the purchase price to offset the debt they acquire the brand at a reasonable price. I would expect VW to be able to trim significant costs out of the Ducati supply chain and distribution networks and expand the reach of the product. They will easily leverage their capabilities to make Ducati more profitable. Same business model, half the wheels...


April 18, 2012 2:25 PM

MotoGP is a money pit and I can't see VAG continuing nor can I see Phillip Morris continue to foot a large chunk of the bill (but that's another story). And don't give me "increased sales" because Ducati's sales were going up long before Rossi was there and Ducati has contributed the increase in it's larger product offering. As billace already did the math, it's not like their increase were tens of thousands of bikes.

This was a "prestige" or "trophy" buy. VAG wanted a motorcycle brand because BMW has bikes. But make no mistake, VAG isn't in it to LOSE money. I can easily see them pulling Ducati out of MotoGP and returning a full factory effort to WSBK. That way they can still build upon Ducati's heritage (which IS NOT in prototype racing) while not bleeding money. And I would think they would prefer to go head to head with BMW there.

Monster - Unregistered

April 18, 2012 3:12 PM

Have to agree with RawDawg,

VAG are the smartest vehicle manufactures on the planet at the moment.

There's not a snowball's chance in hell the Ducati GP team will continue with a rider that is being paid 3 times more than any other rider, finishing in the bottom half of the top ten.

So they will either fix the bike immediatly, OR Rossi will need to take a pay cut and/or be dropped from the team (Rossi is sure to have a water tight contract so this won't happen till the end of the year) OR V.A.G. will pay Rossi and the sponsors out, and close the team down now.

Unfortunatly the most cost effective option would be the last one

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