Well it’s all over, finally Audi buys Ducati in a deal worth over 860 million euros.  The announcement was made at the companies Shareholders meeting and gives Audi 70% ownership of the bike company. This will also give Audi its 11th Brand and 1st motorbike company in it’s portfolio.

Audi buys Ducati in $1.3million deal

“Ducati is known worldwide as a premium brand among motorcycle manufacturers and has a long tradition of building sporty motorcycles. It has

Audi buys Ducati in $1.3m deal - Photo by Cecep Gorbachev

great expertise in high-performance engines and lightweight construction, and is one of the world’s most profitable motorcycle manufacturers. That makes Ducati an excellent fit for Audi,” Rupert Stadler, Chairman of the Board of Management of AUDI AG, declared.

Ducati is believed to owe around €200 million in debt but this is chickenfeed for the VW Group.

The acquisition of Ducati by Audi and the VW Group is certainly not a financial decision, with the motorcycle company not expected to contribute much to the European automotive giant’s bottom line. However VW Group chairman, Ferdinand Piech, is long believed to have wanted the exotic Italian brand under his command — he looked at purchasing it in 2008 before being outbid by the current owner — with some analysts saying it was a purchase of passion. There is even a rumour it was Piech’s 75th birthday present!

The deal will give Audi a new tool with which to rival BMW’s motorcycle outfit, BMW Motorrad and though there has been much comment about the Germans stripping the soul from Ducati, Volkswagen has shown with marques such as Bugatti, Bentley and Lamborghini that it is content to let them forge their own indentities.

The current owner of Ducati, Milan-based private equity firm Investindustrial, will make lots of cash from its four-year involvement — up to three times the amount it paid.

As previously reported, Audi had the first right of refusal on any bids for Ducati, which meant that no other company or group could make a move on Ducati until Audi’s exclusivity deal ended on April 15, 2012.

Other interested companies now out of contention included Indian car maker Mahindra, and Indian motorcycle giant Hero.

via Audi buys Ducati for $1.1 billion – Motorbikes Reviews, News & Advice – bikepoint.com.au.

I can’t help but feel a little sad about this, it is after all another piece of history gone to the big conglomerates. Then again, what if Audi buys Ducati? What does it really mean for the brand or fans? Does it really matter? I am just getting sentimental over nothing – let me know your thoughts.

BlackriverRock