There are rumors and whisperings of Ducati being sold every other week.
Well, those whispers can be put to rest. For now…
Rupert Stadler, Chief Executive Officer of Audi AG, has stated that the German firm is no longer looking to offload the Italian motorcycle brand. Stadler stated “I can assure you that Ducati belongs to the Audi family. Ducati is the perfect implementation of our premium philosophy in the world of motorbikes.”
VW-Audi looked closely at how to handle the motorcycle brand as it looks to make a shift into electric and self driving cars after its diesel scandal. However, According to Reuters, Audi has reported “higher operating profits and revenue for the first nine months, helped by growing auto demand in the higher-margin western European and U.S. markets.” Lamborghini, also owned by the VW-Audi group, as well as Ducati have shown to be profitable for the firm.
While this is true today, we all know it can change in an instant. VW could easily use Ducati as a bargaining chip to push forward other plans, as Ducati is not of major strategic importance to the VW firm.