Motorcycle Types Cruiser Daimler AG Denies Interest in Ducati

Daimler AG Denies Interest in Ducati

Ducati Sale News

An Italian newspaper recently reported that the German automobile manufacturer Daimler AG had interests in purchasing Ducati from its Milan-based private-equity owner, Investindustrial.

But a spokesman for Daimler denied these claims, telling Dow Jones Newswires that the company “has no interest in taking over Ducati.”

The other German car-maker that reportedly showed interest in purchasing Ducati was one of the Volkswagen Group’s largest brand, Audi.

European media reports that Audi is willing to spend around EUR870 Million, but Ducati’s is reportedly asking around EUR1 billion.

In March, the respeced UK publication, Car Magazine, reported that Audi “has struck an exclusive deal giving it first rights to buy Italian superbike manufacturer Ducati.” The German company reportedly has until mid-April, when the deal will “likely” be finalized.

Since Ducati was reported up for sale in February, many other companies have been listed as possibly buyers, including Hero MotoCorp. The company was allegedly talking with bankers for a “potential acquisition” of Ducati. This news arrives after Honda separated from Hero MotoCorp earlier this year, following a 26-year partnership.

During the Honda years, Hero MotoCorp’s motorcycles were basic, lacking the high-performance and technology used on Ducati motorcycles such as the 1199 Panigale superbike. But nothing further has been released about the possible acquisition.

Other names of potential buyers were BMW, Mahindra and even the American-brand Harley-Davidson (immediately doubted due to its buying/selling actions with another popular Italian brand, MV Agusta).

All this sale news arrived after Ducati reported record-breaking sales numbers, saying 2011 sales were up 43-percent over 2010, attributing much of the positivity to the Multistrada and Diavel.

Ducati North America also recently announced the launch of a new retail identity initiative aimed at enhancing the Ducati customer experience. As part of this, the showrooms feature a unique decor, similar to what one would see when entering an Audi dealership.

Ron Lieback
Ron Lieback
One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling. He is also the author of "365 to Vision: Modern Writer's Guide (How to Produce More Quality Writing in Less Time).

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