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VW Might Sell Ducati As Dieselgate Chips Away At Its Brand Empire: Report
VW Might Sell Ducati As Dieselgate Chips Away At Its Brand Empire: Report-August 2024
2024-02-19 EST 22:14:07

Volkswagen could be considering selling Ducati in the wake of its very screwed up and very expensive scandal.

The news comes via , which cites two unnamed sources familiar with the situation. It reports that if VW does sell Ducati, it would be to help “fund a strategic overhaul” following the scandal. Specifically, a multi-billion Euro shift in investments in and .

Volkswagen spent years trying to make diesel as big in America as it was in Europe and other…

One of the sources said that before interest, taxes, depreciation and amortization, Ducati makes about €100 million (approximately $109 million) annually and that selling it could rake in up to €1.5 billion (approximately $1.6 billion).

When Audi bought Ducati , the question on everyone’s mind was why. It wasn’t because VW wanted to compete with BMW motorcycles. It could have been because VW had its eye on Ducati’s small engine technology, though we’ve seen no evidence of that in the five years of ownership. Nor was it because of potential racing sponsorships or marketing campaigns, as we haven’t witnessed anything on that front, either.

No, it was because Ferdinand Piëch, the then-supreme leader of Volkswagen Group, viewed the acquisition as a bit of a trophy. We that after passing up a chance to buy Ducati in 1985, he never let go of wanting to own a motorcycle manufacturer. At the time, an analyst also told Reuters that the purchase was motivated by Volkswagen’s (Piëch’s) “passion for nameplates” that didn’t always make the most financial sense.

And it totally fits, too. at VW includes the Porsche 917 Le Mans race car, the rise of Audi Quattro, saving Lamborghini from crashing and burning, launching the insane Volkswagen Phaeton and basically fathering the Bugatti Veyron, to name a few.

Volkswagen Group board chairman Ferdinand Piëch stunned the business world this weekend by quitting

After news broke of VW’s diesel cheating, some ensued and basically led to Piëch resigning. He has since and seems to be done and out for good.

It’s no coincidence that VW is rumored to be selling off one of Piëch’s pet acquisitions after this. It also makes us wonder what else is going to be axed in the coming years.

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