Volkswagen is weighing the sale of Ducati as part of a sweeping overhaul to slim down its vast business empire. The move could reshape the European automotive landscape and test the value of one of Italy’s most storied motorcycle makers.
Volkswagen AG is considering selling Ducati, a move that would mark a major change in the group’s strategy. The Italian motorcycle brand, currently owned by Audi, has become a focus as Volkswagen looks to simplify its portfolio and sharpen its competitive position.
Ducati is just one of about 600 companies under review out of the 2,000 that make up the Volkswagen Group. This review follows a recent board-approved plan to cut roughly a third of the group’s business holdings, aiming to reduce complexity and unlock value. Audi and Volkswagen have both said that no final decision has been made about Ducati, and that the review is part of a broader approach to disciplined portfolio management, according to Bloomberg.
“Within the Volkswagen Group, we are committed to disciplined and responsible portfolio management,” Audi CEO Gernot Döllner told Bloomberg News. He confirmed that Ducati is part of the ongoing evaluation, but stressed that no final decision has been made. Analysts estimate Ducati’s market value at around €1.25 billion. According to GuruFocus and Interfax, Ducati sells about 50,000 motorcycles a year, with revenue of €925 million and operating profit of €52 million last year.
Ducati has been strong in racing, winning six consecutive MotoGP constructors’ championships since 2020. Despite this, and steady commercial results, Volkswagen’s push for efficiency means even successful brands are under review. Bloomberg notes that the current process is an evaluation, not a confirmed sale, and any move to sell Ducati could face resistance from labor representatives, as happened in 2017 when a similar plan was dropped.
Volkswagen’s appetite for restructuring is not new. In June, the company agreed to sell a 51% stake in its marine engine unit Everllence, a deal expected to bring in €7.4 billion. The previous attempt to sell Ducati in 2017 was abandoned after strong opposition from German labor representatives. This time, the board has made the mandate to trim non-core assets explicit.
Bloomberg
As Volkswagen rethinks its global footprint, Audi is also considering US-based production for some SUV models, possibly using existing Volkswagen facilities or the new Scout Motors plant. The Audi Q4 e-tron is currently built in Zwickau, Germany, while larger SUVs like the Q7, Q8, and Q9 are made in Bratislava, Slovakia. The Q3 is produced in both Hungary and Ingolstadt. Döllner declined to comment on the future of Audi’s Neckarsulm plant, which faces an uncertain outlook for the next decade.
Volkswagen’s willingness to part with legacy brands is not new. Recent decisions have prioritized high-growth or strategically aligned assets, as seen when the group shifted focus from Seat to Cupra, a change reported earlier in the industry.
The possible sale of Ducati raises questions about the brand’s future. Ducati’s heritage, racing success, and loyal customer base make it a unique asset and an attractive target for buyers interested in the premium motorcycle market. As Volkswagen moves forward with its restructuring, Ducati’s fate will show how far the group is willing to go in favor of efficiency over tradition.
