Audi-Ducati marriage, the comments

The marriage between Audi e Ducati it seems to have made everyone happy, at least if you read the declarations of the interested parties: provided that, although in capable German hands, the distinctive trait linked to the Italian character is not lost.

After the group's announcement Audi-Volkswagen of the acquisition of Ducati, taking over from previous investors Investindustrial, Hospitals of Ontario Pension Plan and BS Investimenti, who sold their entire stakes in the Borgo Panigale company, there is great optimism for a further increase in sales and successes of a historic brand that in recent years had grown significantly to exceed 42 thousand motorcycles sold per year.

Andrea Bonomi, president of Investindustrial, is convinced that he has given the Bolognese Red team into capable hands: “Ducati has grown significantly under our leadership, thanks to an intense industrial turnaround and a commercial push into new rapidly growing markets. We are convinced that the company, in the capable hands of Audi, will continue to have an extremely positive future full of satisfaction for customers and company workers. We believe that Audi is the best partner to continue the globalization process that has already been successfully started", Bonomi said.

“Ducati is known worldwide as a prestigious brand among motorcycle manufacturers and has a long tradition in sports motorcycles. It has considerable experience in high-performance engines and light-alloy construction, and is one of the most profitable motorcycle manufacturers in the world. The union with Audi will bring great successes”, commented on the German side Rupert Stadler, Chairman of the Board of Management of Audi AG.

Corrado Capelli, President of Confindustria ANCMA (National Association of Cycle and Motorcycle Accessories) hopes that Audi will maintain the Italian nature of the brand and encourage its development: “We express our satisfaction in seeing the value of one of the most prestigious Italian brands recognized, which will be able to benefit from the support of one of the largest automotive groups, with positive repercussions also in terms of technological synergies as well as commercial opportunities” Capelli explained to Repubblica. “Ducati already represents a brand that competes on the global market, so much so that almost 80% of production is exported to dozens of countries, starting with the United States which constitutes the main market. We therefore expect a strong boost to the development of the company which will not be able to ignore its Italian nature.

“The Ducati brand is inextricably linked to Borgo Panigale and we are sure that Audi will be able to enhance the centrality of the territory and the great human and professional resources, which over the years have contributed to its success around the world. We also hope that in addition to strengthening the brand there will be a stimulus to relaunch the entire sector which is going through a period of difficulty linked to the economic crisis. The strategic choice of a large group demonstrates the desire to consider the role of motorbikes and, in general, of all two-wheelers, as essential in the mobility panorama, as well as a formidable detonator of passion, not only in Italy", the Confindustria representative closed.

In short, everyone is happy, even if Ducati is perhaps only the tool for the Audi-Volkswagen group to enter the motorcycle sector and compete with its historical rival, BMW, which not surprisingly represents the largest share of the cycle market in Italy and which boasts great prestige in the world. Even if it is clear that the strategic choices will no longer be up to the Italians and the revenues will end up in the pockets of the Germans, what matters most has been achieved: saving an important symbol of Made in Italy. The true Italian spirit, for its part, can still boast the brands of the Piaggio group, owned by Fiat: Aprilia above all, they will remain in Italian hands. But to tell the truth there is some discontent: it is the Mercedes, which sponsored Ducati through the AMG brand and which will inevitably have to disappear from the fairings, given the intense competition between the German manufacturers.