Audi Withdraws Plan to Sell Ducati Brand

Audi AG tells reporters it has abandoned plans to sell its Ducati motorcycle brand after proclaiming the marque “the perfect implementation of our premium philosophy.”

Audi acquired the high-end bikemaker in 2012, mainly because of a long-time interest by then-VW Chairman Ferdinand Piech. But Audi began shopping for a Ducati buyer last April as a way to raise cash and focus on its core products in the aftermath of parent company Volkswagen AG’s diesel emission cheating scandal.

The sale stalled in September over internal debate over the move, compounded by strong opposition by labor representatives on VW’s management board. Reuters says investors and potential Ducati buyers believe the brand may again decide to sell the unit, which analysts say has almost no strategic value to the group.