Ducati: Audi denies plans to sell the company in the coming years
Gernot Döllner, CEO of the Four Rings, has denied rumours of possible divestments over the next two or three years
Key points
The denial comes directly from the CEO of Audi AG, Gernot Döllner, at the global launch of the new Audi A2 E-Tron. Following rumours of a possible sale of Ducati by the Volkswagen Group, the CEO of the ‘Four Rings’ has, for the time being, put a stop to any potential divestment of the Borgo Panigale-based motorbike brand in the medium term. Responding to a direct question from *Il Sole 24 Ore* on the future of the brand led by Claudio Domenicali, Döllner stated: “As far as Ducati is concerned, at board level in Wolfsburg we have carried out a review of the entire investment portfolio, and Ducati is part of this review process. No decision will be taken in the next two or three years.”
Ducati and Audi: a story that began in 2012
Whilst there is currently no confirmation of any potential sale of Ducati – indeed, there are no plans for a change of ownership in the coming years – what is certain is that the Borgo Panigale-based brand has grown exponentially under Audi’s ownership, without ever losing – but rather enhancing – its Italian identity. In 2011, the last full financial year before the takeover, the Borgo Panigale-based brand sold just over 42,000 motorbikes, generating revenue of around 479 million euros. In 2012, the Volkswagen Group acquired 100 per cent of the company, via Lamborghini and thus under Audi’s control, for a purchase price of €747 million. Ten years later, Ducati exceeded one billion in turnover for the first time, reaching a record 1.089 billion euros in 2022 and delivering 61,562 motorbikes – around 46 per cent more than in 2011. 2023 also saw an all-time high in operating profit, amounting to €112 million with a profit margin of 10.5 per cent. After three consecutive financial years above the one-billion mark, a market slowdown saw turnover fall to 925 million in 2025, with 50,895 motorcycles delivered and an operating profit of 52 million – figures that were, however, significantly higher than those prior to Audi’s entry. Motorsport also contributes to strengthening the brand’s value, with Ducati playing a leading role in recent years in both MotoGP and the World Superbike Championship through a long series of Riders’ and Manufacturers’ titles.
Ducati: growth in staff numbers
Ducati’s growth under Audi’s ownership has also extended to employment figures. In 2012, the Borgo Panigale-based manufacturer had 1,197 employees, whilst today the group employs around 2,000 people, representing an increase of around 67 per cent. This expansion has been accompanied by a strengthening of research and development activities and a greater international presence, with a sales network comprising over 800 dealerships in more than 90 countries. As further confirmation of the brand’s industrial stature, in 2026 Ducati also launched a new investment programme worth 121 million euros, largely earmarked for industrial research and experimental development.
A brand that is becoming increasingly attractive on the market
These figures help to explain why Ducati could represent a particularly attractive asset should it be put up for sale in the future. In addition to the brand’s value and global presence, the company has achieved high levels of profitability for the motorcycling sector in recent years, a product range positioned predominantly in the premium segment, and sporting successes that have further strengthened the manufacturer’s international image. Ducati also has a well-established industrial and technological infrastructure, with development and production centred in Borgo Panigale and investments already planned for the coming years. These factors would make any potential sale very different from the deal concluded by Audi in 2012 for €747 million and could result in a significantly higher valuation.
