Fuel injected rumors over Ducati and Piaggio
What does Aprilia, Moto Guzzi and Vespa have in common with Ducati? Aside from the obvious answer that they are all brands of motorcycle, if a recent study is to be believed, Ducati could ride along with the corporate gang of Piaggio.
According to Italian newspaper LaStampa.it. a recent study completed by a respected management-consulting firm, McKinsey & Company found 'possible synergies' if there were a merger between Piaggio & C. S.p.a. and Ducati.
Aprilia, Moto Guzzi, Vespa, Gilera, Derbi and Scarabeo are the marquee brand's currently owned by Piaggio. What not's clear however, is who would do the buying.
Piaggio's overall sales are up, due in large part to the company's popular scooter models and the good financial news has even helped the company's stock price,which is currently riding a 52 week high.
Yet, the rumors are rampant on the European internet over the imminent sale of Piaggio.
Further muddying the motorcycle waters are prior rumors as recent as October 2009 that Volkswagon were interested in buying Ducati. This rumor which came and went was started by an article in an Italian online magazine which reported a renewed interest in Ducati by the German car manufacturer.
But this wasn't even 'new' news, the last time Volkswagen executive Ferdinand Piech tried to take over Ducati was in 1985 when the Italian motorcycle manufacturer faced a financial crisis.
Interestingly, many feel Ducati could be facing tough times financially again. Although the Italian motorcycle manufacturer doesn't release official sales numbers, all indications have shown Ducati riding into the same economic storms as other major two-wheeled companies.
Data released by a motorcycle industry group show Ducati sales in Australia year to date down 13% over the same period last year.
In January, news reports circulated that the management and owners of Ducati took a 10% pay cut and gave up their future bonuses due to the economic crisis. Ducati, which is owned by the Bonomi family in the city of Bologna, made the announcement earlier this year after industry figures showed a 38.8 percent drop in new motorcycle sales in Italy in January.
The rumors re-emerged when Piech, head of the supervisory board of Volkswagen spoke at a press conference in Frankfurt and confirmed plans for the expansion of the group, but refusing to name specific brands.
But its not shareholders or owner buy-outs that will help the German car manufacturer successfully buy Ducati. The biggest challenge would come from the Italian government letting such an iconic brand leave the country. Could the road to Ducati wind through Piaggio?
Ever since the announcement from Harley-Davidson last year, the other Italian motorcycle manufacturer MV Agusta is also looking for a corporate home.
Finally, there were reportedly talks between the German car manufacturer and Suzuki over a proposed merger with officials stating they wanted Volkswagon to be the number one manufacturer by 2018.






