Who Owns Ducati?

Ducati is owned by the Porsche family, which also owns the whole Volkswagen Group through the Porsche Automobil Holding SE. Indeed, the entire group comprises three types of brands: volume, premium, and sport. Audi is part of the premium segment of the Volkswagen Group. The group generated over €250 billion in revenue in 2021.

Aspect	Description	Analysis	Examples
Products and Services	Ducati specializes in designing, manufacturing, and selling high-performance motorcycles. Its product lineup includes a range of sport, cruiser, and naked motorcycles, as well as special edition and limited-production models. Ducati also offers accessories, riding gear, and merchandise for motorcycle enthusiasts. Additionally, the company provides after-sales services such as maintenance, repairs, and warranty support.	Ducati’s primary revenue source is the sale of its high-performance motorcycles, positioning the brand as a premium motorcycle manufacturer. The company’s focus on innovation, design, and technology differentiates it from competitors. Accessories, riding gear, and merchandise cater to Ducati enthusiasts. After-sales services enhance customer satisfaction and loyalty.	Sport motorcycles, cruiser motorcycles, naked motorcycles, special edition models, limited-production models, accessories, riding gear, merchandise, after-sales services, maintenance, repairs, warranty support, innovation, design, technology, premium motorcycle manufacturer.
Revenue Streams	Ducati generates revenue primarily through the sale of its motorcycles. Customers purchase Ducati motorcycles through authorized dealerships and showrooms. Revenue also comes from the sale of accessories, riding gear, and merchandise. After-sales services, including maintenance and repair, contribute to revenue diversification. Limited-production and special edition models may command premium prices.	The primary revenue source for Ducati is the sale of its motorcycles, reflecting its position as a premium motorcycle manufacturer. Revenue from accessories, riding gear, and merchandise adds to the income mix. After-sales services and the sale of limited-production and special edition models present opportunities for revenue diversification and premium pricing.	Revenue from motorcycle sales, authorized dealerships, showrooms, accessories sales, riding gear sales, merchandise sales, after-sales services, maintenance services, repair services, revenue diversification, premium pricing opportunities.
Customer Segments	Ducati serves a niche customer base that includes motorcycle enthusiasts, performance seekers, and collectors. The brand’s motorcycles are known for their high-performance capabilities, innovative technology, and distinctive design. Ducati’s limited-production and special edition models may attract collectors and connoisseurs.	Ducati primarily serves motorcycle enthusiasts, performance-oriented riders, and collectors who value high-performance capabilities, cutting-edge technology, and distinctive design in their motorcycles. The brand’s limited-production and special edition models cater to collectors and connoisseurs seeking exclusivity and unique features.	Motorcycle enthusiasts, performance seekers, collectors, high-performance capabilities, innovative technology, distinctive design, limited-production models, special edition models, exclusivity, unique features.
Distribution Channels	Ducati distributes its motorcycles through a network of authorized dealerships and showrooms worldwide. Customers visit these dealerships to explore Ducati’s lineup, configure their motorcycles, and make purchases. The company’s website and online tools may assist customers in selecting and customizing their bikes. Ducati also leverages digital marketing and advertising to reach potential buyers.	Ducati’s primary distribution channels consist of authorized dealerships and showrooms, providing customers with physical locations to experience and purchase Ducati motorcycles. Online tools and a well-designed website enhance customer engagement and motorcycle customization. Digital marketing efforts extend the brand’s reach and visibility.	Authorized dealerships, showrooms, online tools, official website, customer engagement, motorcycle customization, digital marketing, distribution network.
Key Partnerships	Ducati collaborates with suppliers and manufacturers to secure high-quality components and materials for its motorcycles. Partnerships with technology providers and design firms may enhance its motorcycle offerings, including performance and innovation. The company also forms collaborations with authorized dealerships to expand its global presence. Additionally, sponsorships and partnerships with racing teams contribute to its brand image and performance credibility.	Collaborations with suppliers and manufacturers ensure a reliable supply chain for motorcycle production. Partnerships with technology providers and design firms contribute to innovations in Ducati’s motorcycles. Collaborations with authorized dealerships help expand its global presence and distribution network. Sponsorships and partnerships with racing teams enhance the brand’s image and reinforce its performance credibility.	Supplier collaborations, technology provider partnerships, design firm collaborations, supply chain reliability, innovation, collaborations with dealerships, global presence expansion, distribution network, sponsorships, racing team partnerships, performance credibility.
Key Resources	Key resources for Ducati include its design and engineering teams, manufacturing facilities, supply chain management, a diverse range of motorcycle models, a global network of authorized dealerships, and a strong brand reputation for performance, technology, and design. Ducati’s investments in research and development (R&D) are crucial for innovation and performance enhancement.	Ducati’s resources encompass skilled design and engineering teams, advanced manufacturing facilities, efficient supply chain management, a diverse portfolio of motorcycle models, a global network of authorized dealerships, and a well-established brand reputation for performance, technology, and design excellence. The company’s investments in R&D for motorcycle innovation and performance enhancement are critical to its competitiveness.	Design and engineering expertise, manufacturing facilities, supply chain management, motorcycle models, authorized dealership network, brand reputation, performance, technology, design excellence, research and development investments, competitiveness.
Cost Structure	Ducati incurs various costs associated with its operations, including expenses for research and development, materials and production, marketing and advertising campaigns, employee salaries and benefits, distribution through dealerships, and administrative overhead. Investment in R&D for motorcycle innovation represents a significant cost.	Costs related to Ducati’s operations include research and development expenses for motorcycle innovation and performance enhancement, materials and production costs, marketing and advertising campaign expenses to promote its brand and motorcycles, employee salaries and benefits, distribution expenses through dealerships, and administrative overhead. Continuous R&D for product improvement is a substantial operational cost.	Research and development costs, materials and production expenses, marketing and advertising campaign costs, employee salaries and benefits, dealership distribution costs, administrative overhead, substantial investment in motorcycle innovation.
Competitive Advantage	Ducati’s competitive advantage stems from its reputation for high-performance motorcycles known for cutting-edge technology and distinctive design. The brand’s diverse range of motorcycle models caters to various customer preferences. Collaborations with suppliers, technology providers, and design firms enhance motorcycle quality and innovation. Sponsorships and partnerships with racing teams reinforce Ducati’s performance credibility.	Ducati’s strengths include a strong reputation for high-performance motorcycles, cutting-edge technology, distinctive design, a diverse portfolio of motorcycle models, collaborations that enhance motorcycle quality and innovation, and sponsorships/partnerships that reinforce performance credibility. These factors contribute to Ducati’s competitiveness in the premium motorcycle market.	Reputation for high-performance motorcycles, cutting-edge technology, distinctive design, diverse motorcycle models, collaborations, motorcycle quality and innovation, sponsorships, performance credibility, competitiveness in the premium motorcycle market.

Table of Contents

Background

Ducati is an Italian motorcycle manufacturer whose headquarters is located in Bologna. The company was founded in 1926 as Società Scientifica Radiobrevetti Ducati (SSR Ducati) by Antonio Cavalieri Ducati and his three sons Marcello, Bruno, and Adriano.

Early years

Ducati initially produced vacuum tubes, condensers, and other electronic components. During World War II the company shifted its focus to military equipment and produced radios and other communication devices for the Italian army.

With its factory destroyed by Allied bombers in 1944 and the war concluding soon after, Ducati lost its primary source of income and was beset by financial problems. In response, the company became state-owned and turned its attention back to civilian products.

This pivot commenced in 1945 with the production of four-stroke engines after Ducati was gifted 12 surplus army trucks by Bologna’s mayor.

Ducati Cucciolo

Around the same time, the small Turinese firm SIATA (Società Italiana per Applicazioni Tecniche Auto-Aviatorie) were developing the Cucciolo.

The first Cucciolo was a separate propulsion motor that had to be attached to a standard bicycle, but these proved very popular as a low-cost form of transportation in the post-war period. The bike’s name, Italian for puppy, was inspired by its distinctive exhaust sound which resembled the sound of a barking dog.

When SIATA were unable to keep up with demand for the Cucciolo, Ducati purchased the manufacturing rights in 1946 and eventually developed its own fully-equipped motorcycle. The first such motorcycle was the Ducati 60, which was created in 1949 and featured a 60cc capacity, three-speed gearbox, cantilever rear suspension, and telescopic front forks.

Like the Cucciolo on which it was based, the Ducati 60 was popular with consumers. The bike was economical because it weighed a mere 45 kilograms, but its portability was also marketed to a female audience and those who wanted to store the bike inside the home to prevent theft.

Ducati is split

A 125cc and 175cc version were released in subsequent years, and Ducati’s motorcycle division was split off in 1954 to become Ducati Meccanica S.p.A. The other division, Ducati Elettronica, focused on the company’s line of electronics products.

The mass motorization period of the 1950s saw everyday Italians in need of a way to travel to work or the shops. But as motorcycle street races became more popular, the need for speed took precedence over bikes that were cheap and reliable.

Designed by Fabio Taglioni in 1955, the Marianna 125 Gran Sport became one of Ducati’s most famous models and could reach speeds of 170 km/h. In 1956, the Ducatti 100 Siluro was produced to break the speed record at Monza.

Ducatti’s production plant was expanded in the 1970s to include a racing track where employees could test bikes. The track was later replaced and upgraded and the testing process remains integral to the company today.

Change in ownership

Ducati was purchased by fellow Italian motorcycle manufacturer Cagiva in 1985 after the company started buying Ducati’s four-stroke v-twin engines. Cagiva maintained the Ducati brand outside of Italy where it was better recognized, and later models such as the Alazzurra and Elefant were released with Ducati engines.

Cagiva sold 51% of Ducati to Texas Pacific Group (TPG) in 1996 for $325 million, with the Texas-based investment group acquiring most of the remaining 49% two years later. In 1999, TPG held an IPO of Ducati stock and renamed it Ducati Motor Holding S.p.A.

Ducati returned to majority Italian ownership in 2005 after it was acquired by global private equity firm Investindustrial Holdings. That company was founded in 1990 by Andrea Campanini Bonomi and today focuses on acquisitions of mid-market companies in Europe and North America.

In the most recent change of ownership, Ducati was purchased by Volkswagen’s Audi division in 2012 in a deal worth around $1.13 billion. Many believe the deal reflected VW Chairman Ferdinand’s passion for Ducati and the fact that he missed out on an opportunity to buy the company in 1984.

Key takeaways:

Ducati is an Italian motorcycle manufacturer whose headquarters is located in Bologna. The company was founded in 1926 as Società Scientifica Radiobrevetti Ducati (SSR Ducati) by Antonio Cavalieri and his three sons Marcello, Bruno, and Adriano.
When SIATA proved unable to keep up with demand for the Cucciolo, Ducati purchased the manufacturing rights in 1946 and eventually developed its own fully-equipped motorcycle. This first such motorcycle was the Ducati 60 which paved the way for numerous future successes.
Italian motorcycle manufacturer Cagiva purchased Ducati in 1985 and incorporated some of its engines into new models. The company was later owned by Texas Pacific Group and private equity firm Investindustrial before being acquired by Volkswagen’s Audi division in 2012.

Summary of Ducati’s Ownership and Evolution:

Founding and Early Years: Ducati is an Italian motorcycle manufacturer founded in 1926 as Società Scientifica Radiobrevetti Ducati (SSR Ducati) by Antonio Cavalieri Ducati and his three sons Marcello, Bruno, and Adriano. The company initially produced electronic components and communication devices for the Italian army during World War II.
Entry into Motorcycle Production: After the war, Ducati shifted its focus back to civilian products and began producing small motorcycles. One of its early successes was the Ducati 60, a lightweight and economical motorcycle popular for daily commuting.
Expansion and Racing Success: Ducati expanded its motorcycle lineup with models like the 125cc and 175cc bikes. The company’s racing division also achieved success with models like the Marianna 125 Gran Sport, designed by Fabio Taglioni, and the Ducatti 100 Siluro, which set a speed record at Monza.
Change in Ownership: Ducati was acquired by fellow Italian motorcycle manufacturer Cagiva in 1985. Later, Cagiva sold a majority stake to Texas Pacific Group (TPG) in 1996 and subsequently went public, becoming Ducati Motor Holding S.p.A. The company returned to majority Italian ownership in 2005 after being acquired by Investindustrial Holdings.
Acquisition by Audi (Volkswagen Group): In 2012, Ducati was purchased by Volkswagen’s Audi division in a deal worth around $1.13 billion. The acquisition reflected Audi’s interest in expanding its portfolio and the passion of VW Chairman Ferdinand Piëch for the Ducati brand.
Current Ownership and Position: As of the latest information available, Ducati is part of the Volkswagen Group, which operates under the Porsche Automobil Holding SE. Ducati holds a significant position within the Volkswagen Group’s portfolio of brands, contributing to the overall success of the automotive conglomerate.
Product Range: Ducati’s product range includes a variety of motorcycles, from sport bikes to touring models, designed for enthusiasts seeking performance and style. The brand is renowned for its high-performance motorcycles and has a strong following among motorcycle enthusiasts worldwide.