Amid a flurry of cost-cutting measures, Volkswagen is reportedly considering getting rid of one of its niche performance marques. This time, it’s Ducati that’s being considered for liquidation, which would give both VW and Audi – the brand under which the Italian motorcycle manufacturer is nested – some financial breathing room. Like many other brands, Ducati has faced some financial challenges in the last few years, although the company did see profits in 2024 and 2025.
But given how aggressively Volkswagen is pursuing cost reduction, that may not be enough to keep ownership of the motorcycle manufacturer from changing hands – even if its Audi ownership casts a more enthusiastic light on vehicles like the Q5 SUV.
‘Nothing Has Been Decided’ About Ducati’s Future
2026 Ducati Superleggera V4 CentenarioDucati
In an interview with Audi CEO Gernot Döllner, Bloomberg discovered that the Italian company is one of the 600 Volkswagen AG business ventures being reevaluated. Ducati, which brought in total profits of 54 million euros ($62.9 million) in 2025, is facing some financial pressure of its own. The United States is its second-largest market, but tariffs on imported goods have been affecting the the motorcycle company’s bottom line, just as they have with Porsche, another brand under the VW umbrella.
Within the Volkswagen Group, we are committed to a disciplined, responsible portfolio management. It’s part of the evaluation process that we’ll also talk about Ducati, but nothing has been decided.
–Gernot Döllner, Chief Executive Officer, Audi
Ducati’s 2025 profits contracted quite a bit from 2024 levels, when the company earned $105.9 million before interest and taxes. Profit margins are slimmer as well, at 5.6 percent last year versus 9.1 percent the year before. Given continuing international trade challenges and a global economy that’s contracting, Ducati may have more trouble earning money this year than at any other time in recent history.
However, Duc has incredible name recognition, and its superbikes consistently dominate the podium in MotoGP racing. The aspirational nature of its products gives the company lots of market value, which was estimated at around $1.5 billion, according to Bloomberg analysts. That coin would likely feel pretty good jingling around Volkswagen Group’s pockets, especially considering it’s streamlining many of its operations elsewhere.
For example, its Porsche subsidiary recently sold most of its stake in the Bugatti brand to Rimac Group, and although details of that deal haven’t been made public, it could’ve generated more than $500 million in cash. VW also delayed its plan to introduce the sporty Cupra brand to the US indefinitely, a move almost certainly motivated by those aforementioned tariffs. And even within the nameplates it intends to keep, Volkswagen has plans to cut 50 percent of its individual models to focus on core, profitable vehicle segments instead of carving out oddball niches.
How Long Has Ducati Been A Part Of VW?
2022 Ducati Multistrada V4SDucati
In 2012, Automobili Lamborghini acquired the Borgo Panigale–based motorcycle company for about $935 million in a move that was approved by both Volkswagen and Audi’s supervisory boards. Ducati and Lamborghini, which both have their headquarters near Bologna, have formed a high-performance “tip of the spear” for Volkswagen AG and given the automaker a solid presence in Northern Italy.
The motorcycle brand has produced a number of special editions to go along with its parent company’s automobiles. In 2023, Ducati built a special version of its Diavel muscle bike through Bentley’s Mulliner in-house customization team to match the ultra-limited Batur super-coupe. Last year, meanwhile, it introduced the Panigale V4 Lamborghini, which received new carbon fiber bodywork with a tail section and forward winglets meant to ape the V12-powered Revuelto. Its price was suitably Lambo-like, at more than $78,000 for each of the 630 units built.
The limited edition Ducati Panigale V4 Lamborghini, featuring some Verde Scandal detail finishes, will set you back aounr $80,000.Lamborghini
CarBuzz Insight – Why This Matters:
Volkswagen has been on a crash course to improve its global profits, with each one of its 2,000 business arms – ranging from cars and motorcycles to massive power generators for cargo ships – being pressed upon to cut costs. With a total net worth of $47 billion, VW could certainly benefit from the $1.5 billion that could come from selling Ducati, a not-insignificant sum of cash equal to three percent of the automaker’s current value.
Base Trim Engine
2L inline-4 Turbo
Base Trim Transmission
7-speed auto-shift manual
Base Trim Drivetrain
All-Wheel Drive
Base Trim Horsepower
268 HP
Base Trim Torque
295 lb.-ft.
Base Trim Fuel Economy (city/highway/combined)
22/30/25 MPG
Segment
Compact Luxury SUV
On the other hand, the move would leave the conglomerate with one less aspirational brand, something that could come in handy if the global economy stabilizes and more customers decide to open their wallets.
Source: Bloomberg via CarScoops
