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Ducati Brand Not For Sale — Here's What The CEO Had To Say
Ducati Brand Not For Sale.
Audi has dropped plans to sell its Italian motorcycle brand Ducati, its chief executive Rupert Stadler said after the company had asked banks earlier this year to evaluate options for Ducati to become more nimble in its shift to newer technology like electric and autonomous cars.
The drop in the plan by Audi is a sign of self-belief that the carmaker expects to be able to carry the costs of its transformation to newer technology.
Measures to decrease costs by 10 billion euros ($11.8 billion), cut red tape and extend ties with fellow Volkswagen-owned brand Porsche are "gradually increasing our financial and organisational leeway for the strategic realignment," chief executive Rupert Stadler told reporters.
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Audi CEO added that there is no economic need to sell the brand, "I can assure you that Ducati belongs to the Audi family," said Stadler. "Ducati is the perfect implementation of our premium philosophy in the world of motorbikes."
The plan to sell Ducati was stalled when VW's powerful labour unions, backed by the controlling Porsche-Piech families, questioned the reason and need for asset sales given the group's financial flexibility.
When Audi had put up Ducati for sale earlier this year, many brands such as Harley-Davidson were interested in buying the premium motorcycle brand. Even back in India, there were reports that Royal Enfield's parent Eicher Motors was keen on buying the brand as well.
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Audi CEO's has put to rest all speculations regarding the sale of Ducati, and now that the confirmation has come from him, Ducati can concentrate on its future and develop motorcycles for its enthusiasts as it has always done.
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