Automotive News is reporting that Audi is set to lay down $1.1 billion to purchase Ducati from the motorcycle manufacturer's current owner, Investindustrial. The news comes courtesy of a source "familiar with the matter," though neither Audi nor Investindustrial have officially commented on whether that price is accurate. As Automotive News points out, the price is around seven times what Ducati earned last year before interest, taxes and depreciation – even after subtracting any debt Ducati holds. Currently, the motorcycle maker's liabilities are less than $262.6 million.

Most analysts view the purchase as a thinly veiled jab at rival BMW, itself a longtime motorcycle builder. Last year, the Italian firm sold somewhere in the neighborhood of 42,000 bikes with a revenue of $630 million. While that's technically more than either Bugatti or Lamborghini, both Volkswagen brands, adding a motorcycle manufacturer to the VW portfolio probably won't do much for the rest of the company's brands. Longtime industry watchers may remember that VW Chairman Ferdinand Piech tried to purchase Ducati once before in 2008 before loosing out to Investedindustrial.


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  • 52 Comments
      RS4AWLEY
      • 2 Years Ago
      DUCAUDI!
      ELG
      • 2 Years Ago
      wait. so Ducati is worth the same as Instagram? something is seriously wrong with this world
      Banf_1
      • 2 Years Ago
      I hope one day VW builds a Megazoid.
      • 2 Years Ago
      [blocked]
      Georg
      • 2 Years Ago
      I have to smile about such silly comments like passion and Art are gone... Audi owns Lamborghini since many years... Since Audi owner ship Lamborghini turned into a profitable exotic car producer... producing one after the other dreamcar... Gallardo Aventador Murcielago Reventon they are all far away from boring silver.... only sh*ttalker like ginoducati worry about that
        Redline
        • 2 Years Ago
        @Georg
        URUS? Next up a Ducati SUV?
        quuppa70
        • 2 Years Ago
        @Georg
        and now Lamborghini is using Audi engines, what next?
          maxdamage
          • 2 Years Ago
          @quuppa70
          the v10 is a lamborghini engine.the new 5.2 v10 lambo engine shares some audi technology with the 5.2v10 audi like the FSI and 90mm cylinders spacing but is a lambo engine.the lambo cylinder heads use four valves per cylinder, audi five. it's AUDI that is using lambo more, the r8 it's a gallardo with a different dress.And by the way i prefer cars like the miura and the countach, a time when u needed guts and not only money to drive a lambo(thats why now they sell more).
          Antonio K. Piech
          • 2 Years Ago
          @quuppa70
          If I wasn't for that,you ever seen a Lamborghini before or driven one? At least know they don't fall apart or you don't need to with for months to enjoy the ride Audi make and awesome job next to Chrysler with the diablo
      on1wheel750
      • 2 Years Ago
      if you want craftsmanship go to the italians, if you want engineering/reliability/technology go to the germans , if you want it copied and replicated go to the japanese, want a cheaper version of anything ? go to the chinese.... want something similar made from an inferior product like balsa wood go to taiwan lol in the end it doesnt matter because the us makes absolutely nothing anymore except for a label that says made in usa (not sure how) should say packaged or distributed in usa and thats about it
      Ak74
      • 2 Years Ago
      Audi is trying too hard to be a BMW.
        robespierex
        • 2 Years Ago
        @Ak74
        Nah, Audi had DKW motorcycles before BMW made bikes. Just re-taking what is rightfully theirs.
          quuppa70
          • 2 Years Ago
          @robespierex
          then they should start making DKW bikes,
          ThinkAboutIt
          • 2 Years Ago
          @robespierex
          Actually, BMW started making bikes in the 1920's. DKW didn't join Auto Union til the 1930's...
          ThinkAboutIt
          • 2 Years Ago
          @robespierex
          I always find it funny how you VW/Audi guys always have something to prove when it comes to BMWs even if it means to blatantly lie about history which can easily be looked up. Like the man above said, "Audi wants to be BMW" and falls short at every turn. I guess that includes their customers too.
        RS4AWLEY
        • 2 Years Ago
        @Ak74
        You sir, are ignorantly incorrect...
      Pin2Hot
      • 2 Years Ago
      How is it that Ducati is only worth slightly more than Instagram??
        iamzombie
        • 2 Years Ago
        @Pin2Hot
        Good question, but you have to keep in mind that just because someone (facebook) *paid* a billion for instagram, that doesn't mean instagram is *worth* a billion dollars :)
        Rohin Ghai
        • 2 Years Ago
        @Pin2Hot
        crazy isn't it?
        MAJikMARCer
        • 2 Years Ago
        @Pin2Hot
        At least Ducati has a revenue model.
      • 2 Years Ago
      [blocked]
      t.scuro
      • 2 Years Ago
      Ducati is the cheapest of the Italian motorcycles, If the italians did this is because the have something better to come up with like they did with lambo. they sold Lambo and the invested in a beauty called Pagani Zonda. There are other bikes in Italy Aprilia, MV Augusta, Laverda, bimotta, motoguzzi that are far better made than ducati. And I dont know why some people think Italian stuff is unreliable want something unreliable get a General Motor.
        mike sowell
        • 2 Years Ago
        @t.scuro
        Why would we think Italian cars are unreliable? Maybe because I just read an article about a man test driving a brand new Lambo that cost almost half a million and it burst into flames and nothing left but ashes! GM makes millions of cars for a lot less money so the average working person can actually drive to work. Without catching on fire.
        Chris Young
        • 2 Years Ago
        @t.scuro
        People think they are unreliable because they are unreliable. Most of your exotics are just that exotic and are more racecar thus require tons of maintainence and repair.
        Julie Lux-Bellmyer
        • 2 Years Ago
        @t.scuro
        Dude, do you really think that Guzzi's are better made than Ducati's? And Laverda's? It's pretty questionable that Aprilia's are better than Ducati's too. Get a clue. And yeah, I'm sure there's a lot less maintenance on an Italian car (say Maserati) than on a GM truck........
      quuppa70
      • 2 Years Ago
      bye bye Ducati... one great brand lost to Germans again...
        lasertekk
        • 2 Years Ago
        @quuppa70
        yep, a loss.
        sparrk
        • 2 Years Ago
        @quuppa70
        Ducati isn't known for their quality , they have terrible reliability. They are in a lot of debt , just like Lambo used to be. Do you want the company to go away , or have Audi take care of them and bring them back to their former glory just like they did with Lambo ?
          Agent55
          • 2 Years Ago
          @sparrk
          @sparrk: 1994 called, you can go home now. Ducati's have been reliable for years, there's a difference between reliability and maintenance.
          Tom Flynn
          • 2 Years Ago
          @sparrk
          I have a Ducati Monster 696. It will need an oil change and tune up at 7500 miles. It cranks every time and runs like a dream. The fit and finish on the bike is impecable. My girl friend has a Monster 796 and it is just as sweet.
      vinny
      • 2 Years Ago
      Germans are buying all italian treasures. Other day it was ItalDesign, today is that, and tomorrow they will buy the whole peninsula. What a pity! Arrivederci, Lamborghini...
        Nico
        • 2 Years Ago
        @vinny
        Nein! sinze ze germans bought Lamborghini ze car is actually usable, moreover ze company haz a future ...
          ThinkAboutIt
          • 2 Years Ago
          @Nico
          @Making11s - that's the dumbest logic EVER. Thats the sheeple believing what the corporations tell them to believe. In reality, a quarter million dollar car should have a zero cost options list, free maintenance for at least 4 years and definitely reliable and everyday usable in this day and age of technology... Even Ferrari is starting to realize that as normal manufactures begin to creep up the a$$ in performance.
          Making11s
          • 2 Years Ago
          @Nico
          If you care about a car being useable, you're not shopping for a quarter million dollar exotic super car.
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