Volkswagen Wants Ducati

by Bertel Schmitt

Published: March 13th, 2012

When I started working for (not at) Volkswagen in the 70s, they talked about adding many brands, all the way “from MAN trucks to a motorcycle.” 40 years later, Volkswagen finally has MAN. And it might soon have that motorcycle wish fulfilled.

German media, from Financial Times Deutschland all the way to Das Handelsblatt report that Volkswagen might soon be adding Italy’s Ducati to its sprawling empire. Emperor Ferdinand Piech has a special affinity to the brand: He used to ride a Ducati 1098R. The deal could happen soon: Volkswagen has an option to buy which expires in April, says the Financial Times Deutschland, and the price might be €850 million, plus an assumption of $800 million in debt. Ducati would be bought by Audi, Volkswagen’s unit for (see Lamborghini) Italian properties.

If they add Ducati, another long-cherished Wolfsburg wish would be fulfilled: Volkswagen would finally have its twelve brands.

Another German maker would have to say good-bye to Duacti: Daimler. Daimler and Ducati had a loose alliance. However, Ducatis showed up at Daimler booths at most larger auto shows, fueling fantasies of a takeover.

On the other hand, Volkswagen had been rumored many times before as a suitor for Ducati. Well, it took some 40 years to finally snag MAN.

#BertelSchmitt #Ducati #Germany #Italy #Volkswagen

Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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Sportyaccordy on Mar 13, 2012

Diesel Ducati. 4 banger turbo Ducati w/40 HP, a 6000 RPM redline and a 600lb curb weight. 2WD gross understeering Ducati. "Ducati Edition" Up! FUCK. NO. Why does Duc need any help? They are a standalone bike company that has EARNED the chops to be considered BETTER than the likes of Big Red etc. Leave Ducati Alone!

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Blowfish on Mar 14, 2012

I guess Piech & Vee Dub wanna to build some desmodromic valved VW, Lambo, Bentley, Bugsgetty, Porsche et al. Should Ducati went to India it may sell like hot cakes just like JLR does now.

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