Globalisation of
a Great Brand

Investindustrial implemented a successful operational turnaround in Ducati and significantly improved the company’s profitability and strengthened its international footprint.

Ducati ( is a leading manufacturer of sports and performance motorcycles. The company sells motorcycles throughout the world and operates a global network of distributors and direct shops in Italy, the US, France, Germany, the UK, Japan, China, India and the Benelux countries. Ducati produces and sells approximately 40,000 motorcycles per year and has approximately a 10% market share in the sports motorcycle segment.

In March 2006, Investindustrial led the acquisition of 29.9% of Ducati. In December 2008, as a result of the tender offer launched in April 2008, Investindustrial and its co-investors increased their shareholding to 100% and the company was subsequently delisted.

Ducati was identified as a company in need of refocusing and an ideal opportunity to further develop a strong, well known brand. Together with an expericenced management team, Investindustrial has been able to significantly increase profitability by investing in research and development, improving working capital, streamlining production, implementing cost cutting actions and developing a more suitable sales mix.

These actions enabled Ducati to weather the economic downturn well and to more than double its market share over the last five years. Ducati reinforced its distribution network and further enlarged its international footprint: new exclusive stores and multi-franchise dealers were opened and the company also reinforced its presence in selected emerging markets.

In April 2012, Ducati was sold to Audi, part of the Volkswagen Group.

Ducati Global Market Share (%)