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Automotive Industry
AUTOS: Audi Buys Ducati Motorcycles
Famed Italian motorcycle company becomes the 11th brand in the Volkswagen group.
The supervisory boards of Audi AG and Volkswagen AG approved the acquisition of Ducati during a meeting in Hamburg, Germany. (Photo: Audi)
Audi sealed the deal today in its acquisition of the Italian motorcycle company Ducati for a reported $1.1 billion.
Ducati, whose advanced sports and racing motorcycles are widely acclaimed, becomes the 11th brand in VW group’s portfolio and its third in Northern Italy, along with Lamborghini and Italdesign.
The Ducati purchase also provides the automaker with two-wheeled competition against German rival BMW.
“Ducati is known worldwide as a premium brand among motorcycle manufacturers and has a long tradition of building sporty motorcycles,” said Rupert Stadler, chairman of the Board of Management of AUDI AG. “It has great expertise in high-performance engines and lightweight construction, and is one of the world’s most profitable motorcycle manufacturers. That makes Ducati an excellent fit for Audi.”
The company that eventually became Ducati Motor Holding SpA was founded by Adriano and Marcello Ducati in Bologna in 1926. Known originally as Società Scientifica Radiobrevetti Ducati, it initially built parts for radios. It ventured into the manufacture of motorcycles in 1949.
Ducati sold 42,000 motorcycles last year with revenue of $630.3 million (480 million euros).
Bob Golfen, Automotive Editor for SPEED.com, is a veteran auto writer based in Phoenix, Arizona, with a passion for collector cars, car culture and the automotive lifestyle. SPEED.com fans can email Bob Golfen at
Ducati, whose advanced sports and racing motorcycles are widely acclaimed, becomes the 11th brand in VW group’s portfolio and its third in Northern Italy, along with Lamborghini and Italdesign.
The Ducati purchase also provides the automaker with two-wheeled competition against German rival BMW.
“Ducati is known worldwide as a premium brand among motorcycle manufacturers and has a long tradition of building sporty motorcycles,” said Rupert Stadler, chairman of the Board of Management of AUDI AG. “It has great expertise in high-performance engines and lightweight construction, and is one of the world’s most profitable motorcycle manufacturers. That makes Ducati an excellent fit for Audi.”
The company that eventually became Ducati Motor Holding SpA was founded by Adriano and Marcello Ducati in Bologna in 1926. Known originally as Società Scientifica Radiobrevetti Ducati, it initially built parts for radios. It ventured into the manufacture of motorcycles in 1949.
Ducati sold 42,000 motorcycles last year with revenue of $630.3 million (480 million euros).
Bob Golfen, Automotive Editor for SPEED.com, is a veteran auto writer based in Phoenix, Arizona, with a passion for collector cars, car culture and the automotive lifestyle. SPEED.com fans can email Bob Golfen at
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