Daimler And Volkswagen Feuding Over Ducati?

Bertel Schmitt
by Bertel Schmitt

If you sell anything, a house, a car, a company, you always appreciate a good bidding war. Rivals Audi and Daimler could be in such a bidding war, if Italy’s Corriere della Sera is correctly informed. They are feuding over a troubled maker of motor cycles, Ducati.

The Corriere says that Daimler may be interested in buying Italian motorcycle maker Ducati. The motorcycle maker has been on the dance card of Audi, which wants to expand the multibrand collection of Volkswagen.

Less than a week ago, Corriere della Sera had reported that the negotiations between Audi and Ducati are “in the home stretch,” that Volkswagen wants to pay €750 million ($1 billion) and that the deal is one step away from being signed.

According to Reuters, rumor has it that the price for Ducati already has crept up to around €870 million ($1.16 billion). Daimler had a loose marketing agreement with Ducati, and an old beau is always good for inflaming jealousy in a new suitor.

PS: Daimler denied having any interest in adding Ducati to its stable. “We have no interest in a takeover of Ducati,” a spokesman for Daimler told Reuters.

Bertel Schmitt
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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