Harley-Davidson enters race to buy Italian rival Ducati: sources

[Calista241]

7. On paper, this acquisition would make a lot of sense.

Harley's main customer base is aging, and they're way behind in modern technology. Harley's lack basic electronic aids like Traction Control and ABS. Ducati, probably at the behest of VW, is at the leading edge of developing and deploying this type of technology on their bikes.

And their two product lines do not overlap. The closest conflict would be with the Ducati Diavel, which i guess is similar to virtually every other bike in HD's range, but even the Diavel has a different buyer and different market. Ducati's tend to be purchased by a younger, very enthusiastic, passionate audience. And your average HD rider would be murdered by his mates for even looking at a Scrambler or a Panigale.

And Harley's past performance with owning product lines outside of their core brand is abysmal. Harley owned MV Agusta (a Ducati competitor) for less than 2 years and essentially paid the original owners to take back the brand. Harley's Buell experiment lingered forever before failing spectacularly.

I am not excited about this development.