---
title: "Harley-Davidson is Looking Into Buying Ducati, Report Says"
description: "The deal could be with as much as $1.67 billion."
date: "2017-06-21"
modified: "2017-06-21"
authors:
  - name: "Eric Brandt"
    link: "https://www.thedrive.com/authors/eric-brandt"
url: "https://www.thedrive.com/article/11732/harley-davidson-is-looking-into-buying-ducati-report-says"
categories:
  - "News"
tags:
  - "Acquisition"
  - "Ducati"
  - "harley-davidson"
  - "sale"
---

# Harley-Davidson is Looking Into Buying Ducati, Report Says

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/2017/06/harley-welcome-home-2.jpg>)
*\<em\>www.thedrive.com</em>*

[After rumors started back in April about Ducati possibly going up for sale](<https://www.thedrive.com/news/9705/sources-say-volkswagen-might-sell-ducati>), it sounds like Volkswagen AG is just about ready to shed the iconic motorcycle brand to help cover its losses from Dieselgate. American motorcycle giant Harley-Davidson [is working on a takeover bid](<https://www.reuters.com/article/us-volkswagen-ducati-m-a-idUSKBN19C1XX>) in a deal potentially worth as much as $1.67 billion USD (converted from €1.5 billion) for the sport bike manufacturer, according to[ *Reuters*](<https://www.reuters.com/article/us-volkswagen-ducati-m-a-idUSKBN19C1XX>).

Harley-Davidson, famous for [resisting variety](<https://www.thedrive.com/motorcycles/10185/electric-harley-davidsons-are-coming-eventually>) in its product line in the name of heritage, could use some help in the youth-centric motorcycle market. Harley's apparent lack of care for the younger motorcycle market has given competing brands like [Indian](<https://www.thedrive.com/new-cars/2463/heres-indian-motorcycles-new-harley-davidson-fighter>) and [Honda](<https://www.thedrive.com/article/11345/remember-when-harley-davidson-sued-honda-for-being-too-harley>) the opportunity to swoop in and offer more desirable motorcycles at lower prices.

Ducati would be a big help for Harley in acquiring customers who were born after the moon landing.

A tentative bid from Harley-Davidson is expected as soon as next month. For some of you, this may be a painful reminder of the rise and fall of Buell motorcycles. Buell was an American sport bike brand founded by ex-Harley engineer Erik Buell in 1983, bought by Harley-Davidson in 2003, and subsequently killed off in 2009. While it’s unlikely Ducati would have the same fate under Harley’s leadership, it does make us wonder if Harley-Davidson has any idea what it's doing when it comes to sport bikes that aren’t saturated in leather and chrome.

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