c-harley2-RTX887O-Allen Fredrickson

Ducati might help rejuvenate Harley-Davidson

€1.5 billion

American motorcycle manufacturer Harley-Davidson is reportedly preparing a bid for Italian motorcycle company Ducati, valued at up to $1.5 billion ($1.67 billion).

Published   |  Photo by Reuters/Allen Fredrickson
c-harley2-RTX887O-Allen Fredrickson
€1.5 billion

Buying Ducati could help Harley-Davidson compete with cheaper rivals, like India’s Polaris and Japan’s Honda.

c-harley2-RTX887O-Allen Fredrickson
€1.5 billion

Harley-Davidson’s revenue

c-harley2-RTX887O-Allen Fredrickson
€1.5 billion

Also, buying the Italian company could help rejuvenate Harley-Davidson’s increasingly old pool of customers.

c-ducati-RTS180QJ-Tobias Schwarz

Reuters/Tobias Schwarz

c-harley2-RTX887O-Allen Fredrickson
€1.5 billion

About 40% of Harley riders are either in their 50s or older, while Ducati appeals to a younger demographic.

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