When Ducati was sold in April it was widely accepted that Audi signed an €860 million cheque for the privilege. Well, the buyout amount was debated a little, but nobody was in any doubt that Audi was the new owner of the Italian superbike maker.
However, Audi’s own Interim Financial Report 2012, January 1 to June 30—(6mb PDF) states the deal was only finalised on 19 July and that Ducati was bought for €747 million via Automobili Lamborghini SpA.
Okay, this is really just splitting hairs seeing as the Audi Group also owns Lamborghini, but it’s an interesting revelation all the same.
In his opening statement Rupert Stadler, Audi AG Chairman, said: “With the three brands Audi, Lamborghini and Ducati, our Group has given itself a clear profile and embodies sportiness, innovation and a consistent premium philosophy.”
[via Asphaltandrubber]
2 replies on “Turns out Lamborghini actually bought Ducati”
I saw a 1199 Pag yesterday near home. VAG, Audi and Lambo have done the right thing. This bike company has every element right. Well, other than their local distribution. I hate going to my Ducati dealer. Feels like going into a local Nissan dealer (with nicer products obviously). I would like to see a couple of Ducati stores co-located and managed by Audis.
Also, Lambo is the right brand to acquire Ducati. Culturally the two companies are similar. Never underestimate the importance of cultural integration in a M&A transaction.
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