• Mar 14, 2010
Could it be true? The rumormill is running overtime with reports of a potential merger between a pair of our favorite two-wheeled giants: Ducati and Piaggio.

Piaggio has no comment on the matter, refusing to either confirm or deny the supposed Ducati deal. Still, we can't help but run through the what-ifs, assuming there's a shred of truth to this. Perhaps we'll finally see some stability in the U.S. surrounding the many great brands under Piaggio's roof.

Could Piaggio's broad scope of product (currently offered throughout the Vespa, Moto Guzzi and Aprilia lines), coupled with the stable dealer network Ducati has built, be the recipe for a successful challenge to rivals from Japan and beyond? Stay tuned for more updates as they become available.

[Source: Motoblog.it via Two Wheels Blog]


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    • 1 Second Ago
  • 11 Comments
      • 4 Years Ago
      This will be great news for the Piaggio dealer network, especially Aprilia.
      • 4 Years Ago
      darn spammers
      • 4 Years Ago
      Oh, I'm sorry, I was just drooling at the thought of a Moto Guzzi Nevada, Piaggio MP3, Aprilia RSV4 R, and Ducati 1198 R all being under the same roof...
        • 4 Years Ago
        Either the 1198 or the RSV4 will be on the chopping block when the accountants come through is my guess. Probably the RSV4 even though it is probably the more interesting bike nowadays although it might stand a chance since V4s are what they are using in the Desmosedici.

        Admittedly I'd love an V4 with some Ducati bodywork...
      • 4 Years Ago
      Is the Ducati network really that much larger than the Vespa store network?

      Anyhow, there are other brands under the Vespa umbrella that are not sold here, and that needs to be addressed too (says ME!).

      For example, we would be very happy to see Gilera sold here; specifically the GP800.

        • 4 Years Ago
        @David, that's the first thing I thought of too! Have the option for an Gilera in the US would be fantastic.
      • 4 Years Ago
      We've discussed this at the Moto Guzzi forum (WildGuzzi.com) since Guzzi is a division of Piaggio. And the most telling comment I've seen so far:

      "You have to consider the source of that one. McKinsey & Co. are consultants that creates "scenarios" for corporate clients. You may recall that McKinsey created the corporate strategy for Enron. Much of their work, which is often highly touted and quoted, is about suggesting mergers and consolidations, both internal and external to companies."

      Grist for the mill?
      • 4 Years Ago
      Ducati Revenues - $630 Million
      Piaggio Revenues - $ 1.57 Billion

      I am very surprised Piaggio has not attempted to acquire the brand sooner (maybe they have), or really anyone else tried for that matter.

      M&A activity is starting to recover (not anything like pre-crash) and with the the slow sales of motorcycles (just like automobiles), I think we will see some brand consolidation and maybe a few small brands disappearing.
      Given the value of the name "Ducati," the brand is potentially equally desirable to the products and technology. Hopefully this quality, does not make Ducati bait for a Chinese company looking to gain instant market credibility. A chinese bike branded with Ducati (or sold along side) is easier to peddle than an unknown entity called "Zongshen."

      I would hate to see the Ducati name diluted by becoming just a marketing name similar to how the name Westinghouse is used to market consumer electronics.