Audi confirms Ducati acquisition

Audi confirms Ducati acquisition

19/04/2012 in News, All News, Car Manufacturer News, Dealer News

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Audi confirms Ducati acquisition

Audi has bought Ducati for an undisclosed sum following rumours last month that it was poised to make the acquisition.

The VW Group brand said it would look to complete the deal “as quickly as possible” but must gain approval from regulators.

Audi chief executive Rupert Stadler said in a statement: “Ducati is known worldwide as a premium brand among motorcycle manufacturers and has a long tradition of building sport motorcycles.

“It has great expertise in high performance engines and lightweight construction.”

The acquisition now means Audi has a motorcycle brand to compete with its main rival BMW, which makes its own motorcycles and owns Husqvarna Motorcycles.

Ducati has 38 dealers in the UK and it's highly unlikely the motorcycle franchise will start to appear in Audi UK showrooms.


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The Audi network has hovered around the 120 sites mark for many years, but both sales and market share have been on a consistent upward trajectory.

Its model range continues to grow and the brand has benefited from the increasing popularity of premium badge cars at the expense of mainstream products.

With an enormous product range, Audi’s cars cover traditional sectors as well as important niches. It has overtaken BMW as the best-selling premium car brand in the UK and has increased its market share in 2014, putting it on course to exceed 2013’s total registrations of more than 142,000.

Perhaps unsurprisingly, dealers value the franchise highly, with its NFDA Dealer Attitude Survey scores increasing steadily over the past two years.

As the TT range is about to be renewed with a new model, and plug-in hybrid technology is about to be introduced with the A3 e-tron, there is still room for Audi to grow.

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