Ducati accelerates its ambitions in Spain and Portugal, backed by Volkswagen Group España Distribución

There has been no economic and financial crisis in Europe -and we have already been through quite a few- without rumours flying about Ducati and the plans of the Volkswagen Group -and specifically of Audi, to which it belongs- to get rid of -supposedly- the Italian brand. However, in case anyone still doubted whether this possibility was remote or plausible, both parties have just announced a historic agreement: Volkswagen Group España Distribución will take over the sale of the Ducati brand in Spain and Portugal -except the Canary Islands- from 1 January 2024.

It is a landmark in terms of collaboration and synergies between the German automotive giant and the legendary motorcycle brand, showcased at a large-scale event at the highest level, attended by Claudio Domenicali, CEO of Ducati Motor Holding; Francesco Milicia, Vice President of Sales and Aftersales at Ducati; Francisco Pérez Botello, President of Volkswagen Group España Distribución; and Carlos T. López Panisello, General Manager of Ducati for Spain and Portugal, as well as the top representatives of the car manufacturers’ associations (ANFAC) and of the two-wheel and light vehicle sector (ANESDOR), and the cream of the motoring press.

“An extraordinary opportunity to keep growing as a company and to take Ducati into a new era in the Iberian market,” said Pérez Botello. A goal which, as López Panisello anticipated, should mean that the Spanish and Portuguese market “becomes the second most important for Ducati in Europe” in terms of market penetration, behind only Italy.

For the CEO of Ducati Motor Holding, Claudio Domenicali, “Working with Volkswagen Group España Distribución will give us the opportunity to build an even closer relationship with our enthusiasts in Spain and Portugal, thanks to the company’s strong market presence, its team’s talent, and the innovation and digitalisation of its services,” he commented, “at a particularly positive moment for the company [in the commercial and sporting areas] after periods that were somewhat easier or more difficult.”

Under the umbrella of Audi

The companies involved in this new agreement explain that, just as in the structure of the Volkswagen Group at international level Ducati is integrated into the group of brands led by Audi, Ducati will also be under the umbrella of the Audi Division within Volkswagen Group España Distribución. Thus, all parties will benefit from their “passion” for the products they offer and from “important synergies” -which will be developed further- in terms of innovation, technology and distribution. Not surprisingly, López Panisello will report to the General Manager of Audi Spain, José Miguel Aparicio.

Furthermore, according to what Highmotor has learned, the idea is not that there will be Ducati motorcycles in Audi dealerships (unless this or any other initiative “is best for the brand and for customers”), but rather to offer “a more global and premium experience” that makes Ducati a more “attractive, technological and accessible” product, backed “with full confidence” by buyers, who will also be supported “by the best possible aftersales service.”