Audi finally bought Ducati late the last night. The deal costed the company a total of 708 million pounds. Along with the Ducati, Audi also now owns all Ducati’s liabilities, which total to around 150 million pounds! More than anything, this deal seems to an appeasement. Ferdinand Piech, the Chairman of Volkswagen Group (VAG), had wished to own this Italian manufacturer of super bikes, though regretted not clicking on the deal when the Government of Italy had put it for sale way back in the year 1984. Ducati, at that point of time was helped out of extinction phase when founders of Cagiva bought it, though the time this was done, Castiglioni brothers themselves were new to the industry, starting in 1978 with the production of racing bikes. The Man of the year award winner of the year 2011, Mr. Piech, has now his wishes fulfilled. To be noted is that Ducati has been shifting owners since a long time now.
Though Ducati has always been one of iconic names and have produced bikes that have dazed bike lovers forever, it is a rather small unit, with just 40,000 units production. One cannot even compare the small production with the massive production of other huge car brands. As compared to what Ducati produced, the profile that it enjoys is pretty high and the image rather strong; a fact that would definitely give a huge helping hand to the car division of Audi. Now Audi can fiercely compete with BMW, starting to earn on marketing with both, the cars and bikes divisions. With the backup that both the names, Audi and Ducati, have, the kind of name fame, and success both the names have earned for themselves, there could be no loss to Audi. With no chances of Ducati losing out on Audi money, Volkswagen Group now being backed by Bentley and Lamborghini, Audi is sure to earn profits throughout.
Why just Audi, the deal would profit Ducati as well. In the age of fuel competing with diamonds, Ducati can learn a lot from Audi about fuel efficiency production of performance bikes. It can also bank upon Audi for quality and production circles. Other than the venture into two wheeler industry, Audi can also now cash in on Ducati’s desmodromic valve operation, which would be a highly useful part for Audi as it would bring in high performance, thus leading to high economical values. Now with the kind of reliable history Volkswagen Group shows, Ducati seems to have secured it future for quite a long while, with an assurance that VAG would be investing huge amounts in and with the Italian bike giant name. VAG has a strong history of well valuing the brands that it holds and owns.