Audi buys Ducati

[Mike Arman]

Well this'll be interesting . . .


Audi has had a few interesting concept motorcycles over the past few years, perhaps this will get 
some of them into production.


I doubt BMW has much to be concerned over, the Ducati crowd and the BMW (motorcycle) crowd are 
different. Hopefully, the marketing department at Auducati or Ducaudi or whatever they decide to 
call this will understand this. Ducati is a sport bike, BMW is much more of a long distance cruiser 
- although they do make some sport(y) bikes - and Ducati is going to have some distance to go to 
catch the RR1200 or RR1600 or whatever BMW's super-duper warp 10 six cylinder bike is called.


My fear is that some bean counter or advertising/marketing executive at VAG is going to say, well 
they both (Ducati & BMW) have two wheels, so they are the same. Some years back someone gave me a 
"personal finance" book which counseled that buying a Ducati was a better idea financially than 
buying a Harley-Davidson because they both have big V-twin engines and the Duc was $4,000 less 
expensive. Obviously, this "guru" knew ZILCH about motorcycles, motorcyclists, and the reasons they 
buy what they buy - and the book promptly went into the trash. (I have nothing against Ducati or 
H-D, I'm a BMW rider, or was before I discovered airplanes.)


As far as abandoning customers and not having spare parts available, Ducati has that absolutely down 
pat, Audi is a total paragon of utterly fanatical customer support by comparison.


And I do agree that the quality of Ducati will probably be improved under Audi's ownership. Der 
Chermans vill neffer stand for zis schiess.


Best Regards,

Mike Arman
Buncha German vehicles, some of them run, too.