5 Thoughts on Harley-Davidson's Acquisition of Ducati
Two of the most well-known brands in the motorcycling world may come together in an Italian-American combo that may be the best thing since deep dish pizza. See what could happen now that Volkswagen is letting go of Ducati.
Potential acquisition
Recently the news came down that due to Volkswagen's global diesel emissions kerfluffle that the brand would have to sell off the manufacturer of Italian stallion sportbikes, and that Harley-Davidson is pondering the purchase. So much so, that Harley has tapped Goldman Sachs to guide their obtaining the brand, at a bid of as much as $1.7 billion. But the two V-twin brands hooking up is not a sure thing, as other brands have emerged to toss their hats into the ring as possible suitors, include India's Bajaj Auto and several investment funds.
Bringing younger blood to the brand
A purchase of Ducati could be just the thing that the motor company needs to grab millennial consumers, who may desire a more lithe bike that they can use to zip around cities. It would also give the American cruiser brand products that would compete with the big four Japanese builders in markets segments they don't currently.
The Harley brother and sisterhood
Harley-Davidson is the most popular brand in America when it comes to motorcycles, and they are reaching out into other territories. One of the standout bullet points for the brand is the feeling that when you purchase a product you enter into a family. The sense of community that this brand has is almost incomparable with any other on the planet. Seriously, major academic papers have been written on the brand loyalty of Harley owners.
Star crossed lovers?
About 40% of Harley riders are already in their 50s or older, while Ducati appeals to a younger crowd that may transition over time to a more laid back Harley cruiser or touring bike. That's not to say that traditional Harley riders won't find their eyes straying over to see what the European brand has to offer; many hog owners also like the sexy V-twin sport bikes from Italy already. Both companies are seen as premium brands, and both have been trying to reach out to more entry level customers, but the Ducati Scrambler line has been hugely successful compared to the lukewarm reception the Street 500/750 has gotten.
Remember Aermacchi?
This potential partnership wouldn't be the first Italian hook up for the orange and black brand. Harley got together with Aermacchi back in the 60's to create small lightweight bikes, and made plenty of dirt bikes while motocross fandom was at a fever pitch. If you are unfamiliar with these bikes from Aermacchi/Harley-Davidson, just check out the 1975 Harley Davidson Z90 that bad boy Kelly Leak rode in the 1976 version of the Bad News Bears. Harley also briefly owned MV Agusta/Cagiva in 2008-9, so they seem to have a thing for Italians.
For help with service on your bike, check out the how to section of HDForums.com
