Benetton Wants to Keep Ducati Italian: Report

Reports came out recently that VW was looking to sell Ducati, not because of its lack of profitability, but instead because it didn’t really add anything of substance to the Group engineering-wise (among other reasons).

That actually makes it a pretty attractive property for buyers, who have been lining up (according to reports) to buy the brand.

The latest interested buyer, according to Reuters, is the Benetton family. The family’s investment firm, Edizione Holding, has sent in several bids and apparently values Ducati at $1.2 billion.

The Italian family owns The United Colors of Benetton, a clothing company famous for its involvement in motorsport.

The family has some stiff competition because lots of bidders—including Harley Davidson, Polaris, Eicher Motors (which owns Royal Enfield), and the Ducati’s former owner, Investindustrial—have been showing interest in the brand.

VW, for its part, has valued Ducati at $1.4 billion, which is a little rich for many, since Ducati lacks synergies that other motorcycle manufacturers could offer.

The German giant is said to be basing its decision to sell on more than just the highest bid, though. Other factors, like the straightforwardness of the transaction and getting positive feedback from its unions will also be considered.

[source: Reuters]

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