Audi CEO drops plan to sell motorcycle brand Ducati

Germany’s Audi has abandoned plans to sell its Italian motorcycle brand Ducati, its chief executive Rupert Stadler said, in a sign of confidence that the carmaker expects to be able to carry the costs of its transformation.

Steps to reduce costs by €10 billion cut red tape and deepen ties with fellow Volkswagen-owned brand Porsche are “gradually increasing our financial and organisational leeway for the strategic realignment,” chief executive Rupert Stadler told reporters.

There is therefore no economic need to sell Ducati, Stadler said. Volkswagen asked banks to evaluate options for Ducati and transmissions maker Renk earlier this year as it seeks to become more nimble in its shift towards electric and self-driving cars following its diesel emissions cheating scandal.

“I can assure you that Ducati belongs to the Audi family,” said Stadler. “Ducati is the perfect implementation of our premium philosophy in the world of motorbikes.”

The plans had already stalled in the summer when VW’s powerful labour unions, backed by the controlling Porsche-Piech families, opposed the logic and need for asset sales given the group’s financial resilience.

Investors and potential Ducati buyers,...