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Herbert Diess

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“We have to look which is the best ownership for Ducati. Either we find a way forward for Ducati, which provides some growth, some probably additional brands, or we have to look for new ownerships...I wouldn’t exclude that.”

Ever since Volkswagen CEO Herbert Diess said those words, I have been perseverating on their meaning. Many in the industry have taken Herr Diess to mean that Ducati is once again for sale, and that Ducati's time within Audi AG is coming to an end.

As Diess says himself, we can't exclude that possibility. But, what about the part of his statement that proceeds that notion?

How does one make Ducati Motor Holding more profitable? More sustainable? Better suited for the trends we are seeing in the motorcycle industry? In the changing world that transportation is facing?

How does the Italian company fit into all those questions marks, and more? This is the thought that has been burning a hole on my notepad recently, and I keep coming back to Diess' thought that Ducati should have some additional brands.

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The Clash’s hit song “Should I Stay, Or Should I Go” might perhaps perfectly fit the business situation for Ducati, within its parent company, Volkswagen AG.

The Italian motorcycle brand’s status in the German conglomerate has for the past few years been held on a tenuous string. Rumor about its divestiture, its selling to another company, are constantly dogging the iconic brand.

Talking to Bloomberg TV after Volkswagen’s quarterly earnings report, VW CEO Herbert Diess explained that there are two paths forward for Ducati, and one of them includes selling Ducati to the highest bidder.

The Volkswagen Group got a new CEO last week, and in less than seven days, that news has already sparked renewed rumors in the German automobile conglomerate divesting itself of Ducati Motor Holdings.

For those who have been following Ducati’s saga, there was much talk last year of Volkswagen selling off a number of its other brands, all under the reasoning that the German company would need to raise capital to cover its mounting Dieselgate liabilities.

The logic for that reasoning wasn’t sound, but the actions were certainly there, with Volkswagen tendering offers from a number of would-be suitors

There was a fly in the ointment though: Volkswagen’s labor unions, who control half of the VW Group’s board seats, and were vehemently opposed to any brand divestitures.

Because of the unions, any sale – including Ducati’s – was a non-starter for the Volkswagen executives, though that didn’t keep the warring factions from trying. By the end of last year though, it seemed we had put this issue to bed. 2018, however, is a new year.