MotoGP » Ducati sold to Audi?

Ducati sold to Audi for 860 million euros?

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billace - Unregistered

April 18, 2012 5:01 PM


Ducati is to sport bikes what Harley is to cruisers or what Rolex is to watches. None of these products do their core task better than any of their competitors. What they do is provide a "pride of ownership" that is experienced when your peers notice you have them. Enough exclusivity to be cool at a premium price to elevate perceived value.

Ducati doesn't use race wins or champions to promote their brand because their customers aren't likely to know anything about that. The important aspect to their customer base is the racing "heritage" and showing their ability to possess "upscale" products to others. I rarely have seen Ducati's at even a track day and when I have it is usually only once and the rider is intimidated by the thought of abusing their bike in that manner and never comes back. A local dealer even gave a free track day from our club with the purchase but only a couple of bikes ever showed up. A very good, inexpensive marketing ploy.

alaywa - Unregistered

April 18, 2012 5:03 PM

Hayden (as a mid pack runner) was a strategic acquisition that helped open the North American market. Stoner couldn't give a Ducati away, or an AStar jacket, for that matter to a crashed out club racer in the UK! Let alone a lucrative market like NA or Asia!

Nor can Lorenzo even manage a scoot scoot in Malaysia aparently!

Rossi, win or lose was strategic, so was the Audi purchase to scale up Ducati to break the 40,000 unit threshold and het "Honda" style backing.

Can't wait to see Bugatti style advancements!

PS, Audi just leap frogged BMW and Colin into MotoGP.

empower - Unregistered

April 18, 2012 5:48 PM

what bikes will they base theres on. audi are nothing more then re badged vws seats and skodas. thats how vw make money charging over the odds for average products, they devalue and cheapen what every they touch, look at bently. i bet they will even launch a audi bike. vw has done a great job fallowing bmw and turn audi into a global brand. but i think the purchase of ducati will do nothing for vag unless they rebrand the bikes the profits will be loss change cant see people buying more audis because ducati cheat there way to wsbk tiles. the success for bmw motor rade has really stung them vw, there is nothing vw can do to stop bmw getting prise for building the best bikes in the world. people are not dumb at the end of the day ducati is know a vw very prestigious lol. people only buy lambos because of the waiting list a ferrari.


April 18, 2012 5:49 PM

"Hayden (as a mid pack runner) was a strategic acquisition that helped open the North American market."


Open up?? Do you think Ducati has just started selling bikes in North America? Where do you think Ducati has been selling most of their bikes for the last upteen years?

If Nicky Hayden walk down any street in the US besides his home town with "Nicky Hayden" across his forehead and across his back no one would know who he was. Why do you think Biaggi has a house in California and Rossi and the like love vactions here in the States? No one bothers them because no one knows who they are.


April 18, 2012 8:15 PM

@ billace

I agree with many of your points, but my experience is very different when it comes to Ducati's at the track. Here in So.Cal, we have regular "Ducati Days" at the local Speedway and there are plenty of Ducati's at the track on non-Ducati specific track days. Hell, I have been tracking/racing an 848 for two years now, and I won't ever go back to a Big-4 bike.


April 18, 2012 10:00 PM

@ RawDawg

I get the point that you're trying to make, but I think that more people know who Rossi is than you think (especially just about any individual who has ever thrown a leg over a sportbike). I guess it would just depend on what the person is into. If they aren't into motorsports, they probably wouldn't recognize any motorsports figure, but if they are into motorsports, best believe they'd recognize Rossi. I'm not into football, baseball or basketball, but I'd recognize Joe Montana, Barry Bonds or Michael Jordan simply because of the mark that they've left on their respective sports. I do concede that motorsports, especially bike racing, is more niche than the aforementioned sports however.

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