Reports out of Italy are confirming the news that Ducati will remain as a part of the Volkswagen Group, with the German company ceasing its pursuits of divesting the Italian motorcycle company from its ranks.
This shouldn’t come as a surprise to anyone following Ducati’s business situation, as reports of the divestiture stalling out were circulating this time last month.
The news seems to come with a bonus, with Ducati CEO Claudio Domenicali reportedly confirming the news internally (other reports quote Audi CEO Rupert Stadler doing the same as well).
For the past few months, talk of Ducati’s divestiture from the Volkswagen Group has grabbed the attention from news outlets and Ducatisti alike, as the future of the Italian motorcycle company seemed uncertain.
Internally, a power struggle was a play, with Audi keen to unload Ducati from its books, but lacking the support from upper management in the Volkswagen Group.
Talks reportedly hit the skids once it was realized that the Volkswagen labor unions, which control half of the seats on the Volkswagen Group management board, weren’t onboard with divesting Ducati from the holding group.
This is probably information that investors would have liked to know, before they spent the time and resources putting together purchase proposals for Audi’s consideration.
Now, with no change in the position of VW’s labor unions, and with the possibility of an internal consensus seemingly out of sight, it seems talk of Ducati’s divestiture have stalled, with little chance of them resuming this year.
Rumors and reports continue to swirl around Ducati, as the Italian manufacturer is linked to one brand or another for a potential divestiture from the Volkswagen Group. And now, the latest name being thrown into the hat is none other than iconic American brand Harley-Davidson.
In a report by Reuters, Harley-Davidson is linked to buying Ducati by unnamed sources, with a purchase price that is pegged around €1.5 billion, a number that has been put together by the bean-counting minds at Goldman Sachs.
Volkswagen is said to be taking bids on Ducati this July, which means the fate of the Italian motorcycle brand could be decided by the end of this year.
We have been here before, with financial news outlets discussing the possibility of Volkswagen divesting Ducati Motor Holding from its collection of companies. Let’s be clear, this talk about talk…not talk about action.
The idea of VW selling Ducati isn’t new. We first reported on this rumor back in September 2015 – when VW was found fudging around with its diesel-powered cars. Many thought the ramifications of Dieselgate would mean a bevy of brands being unload by the German car company. Nothing came of that.
Then last year, around June 2016, more talk of Ducati’s divestiture came to the forefront. The rumors were so strong, that Audi AG (the direct owner of Ducati) had to publicly state that the Italian motorcycle brand wasn’t for sale.
So here we are today, again with reports that the highest levels of Volkswagen are considering looking into selling their little motorcycle brand.
After much buzz and fanfare regarding the future of Volkswagen, which in-turn called into question the future of Ducati, today we finally get a glimpse into how VW is going to soldier forth from the fallout of its “Dieselgate” scandal.
Instead of announcing how the company was going to restructure itself, and review its current business holdings and ventures, as was reportedly widely in financial circles, instead today saw Volkswagen strongly staking its future in electric and autonomous cars.
As the Wall Street Journal reported, this announcement failed to impress analysts investors; but for Ducatisti, some good news does emerge, as Ducati certainly won’t be leaving its home in the Volkswagen Group.
To drive that point further, a Ducati representative confirmed and conveyed to Asphalt & Rubber the words of Audi Chairman Rupert Stadler, who said emphatically that “Ducati is NOT FOR SALE” which is as straight and to the point as you can get.
It seems to come in waves, every time the news cycle picks up Volkswagen’s plight in dealing with “Dieselgate” that talk then shifts to the German powerhouse unloading its smaller holdings, one of which being Ducati Motor Holding.
This latest go-around comes courtesy of Bloomberg, which has Volkswagen CEO Matthias Mueller saying that the automaker’s current portfolio of companies and its overall corporate plan will be re-evaluated over the coming weeks and months.
Tomorrow (Thursday), Volkswagen is slated to make public what this new business plan looks like, but sources say that VW will put all its assets under review, which includes Ducati.
Could this lead to Ducati being divested from Volkswagen’s holdings? The answer is of course murky, but we would be very surprised by the news.
As expected from earlier sales reports, Ducati Motor Holding is posting a banner year for 2015. The Italian motorcycle maker says that it sold 54,800 bikes last year, a 9,683 unit (+22%) increase over the number of bikes sold in 2014.
Helping break the 50,000 units barrier, the Ducati Scrambler line accounted for virtually all of Ducati’s sales growth in 2015, with over 16,000 Scrambler models sold worldwide. As we have reported before, this paints an interesting picture of what is going on behind Borgo Panigale’s walls.
“The record sales of 2015 are the result of our company’s courage and skill,” said Claudio Domenicali, CEO of Ducati Motor Holding.
“Ducati closes 2015 with record volumes and also a substantial growth of 22% over 2014. During the year Ducati not only launched successful new motorcycles, but also a new brand, Ducati Scrambler, which immediately won global acclaim with over 16,000 sales worldwide.”
We’re really enjoying the work of Tamás Jakus, better known as Jakusa Design. If that name doesn’t immediately ring a bell, we’re sure his recent work on the zeffed-out Triumph Tiger 800 will surely strike you as familiar. This time, Jakus has imagined a Ducati-powered car.
That concept is already in our headspace, thanks to the engineers at Volkswagen making the Volkswagen XL Sport, but Jakus’ version is far more appealing to us.
Extruding the distinctive intake of the Panigale across the trellis frame of an Aeriel Atom type oversized go-kart – complete with pigeon-toed three spoke wheels, just like the superbike – there are enough Ducati design elements to link the car to the brand to make the exercise convincing.
Leave your thoughts and your best Volkswagen emissions jokes in the comments section.
In a recent interview by Moto.it with Claudio Domenicali, the Ducati CEO fielded a number of questions about the Italian company’s business and its relationship with its German owners (read it here in Google English), but one question was of particular interest: a Ducati Scooter.
The often rumored, often debated, and often denied subject is perhaps the most feared topics for Ducatisti, and it ranks generally just below discussions on which oil to use, which tires are best, and how to break-in a motorcycle engine properly.
That being said, it seems we are headed for another round of debate, as Domenicali is quoted as saying the following to Moto.it: “a scooter marked Ducati is not blasphemy.”
The saying goes that one time is a fluke, two times is a coincidence, but three times…three times is a trend. Looking at Ducati’s last three years of sales (2012-2014), which spans only a 2% margin of growth, by definition one has to conclude that the Italian company is experiencing sales stagnation.
Granted each of the last three years have been record years for the Italian motorcycle company’s sales figures, but each year has been a nudging over the last, seemingly at the cost of Ducati dealers who have found more and more inventory on their showroom floors.
But it shouldn’t surprise Ducati followers to hear the recent departure of Cristiano Silei, Ducati’s now-former Vice President of Sales and Marketing. With Ducati seemingly hitting a wall on expansion and model diversity, Silei’s departure may have been expected in some circles, and certainly all eyes will be on his successor Andrea Buzzoni, to see what he can do with the role.
Is all of this a sign that Ducati has lost its magic, seemingly during the leadership transition from Gabriele del Torchio to Claudio Domenicali? Or is there growth to be had from the Italian brand, now that it is owned by Audi AG? We examine that thought in more detail, after the jump.