Audi buys Ducati for $1.1 billion Germany-based Audi purchased Ducati this week, a move that will enable the automaker to add luxury motorbikes to its vehicle offerings.

Bloomberg reports that Audi, owned by Volkswagen, will buy Italy-based Ducati Motor Holding as it works to lure shoppers with an arsenal of luxury motorcycles. The supervisory boards at both VW and Audi approved the purchase Wednesday, according to the news provider, and the deal is expected to be completed as soon as regulators in both European nations lend their approval.

Audi will pay roughly $1.1 billion for Ducati. Juergen Pieper, an analyst at Bankhaus Metzler, said that Ducati is highly profitable. He said that Audi would likely try to integrate the brand with its luxury automobile offering. The company will have to overhaul spend management to ensure the deal is practical, he added.

"Ducati is a strong brand in a very specialized segment – a bit like Lamborghini," Pieper noted. "It'll give Audi a bit of a marketing boost and it's very profitable, but you still have to ask whether there's not better use for $1 billion."

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