Only recently has information spread through the world that the Bugatti brand may no longer be part of the Volkswagen Group. And as it turns out in recent days, in addition to Bugatti, it could also apply to motorcycles Ducatiowned by Audi and Lamborghini.
The Volkswagen Group is extremely affected by electromobility and especially the current economic crisis caused by the coronavirus pandemic. People don’t buy cars that much, so a lot of carmakers are thinking about where to save and how to make their products more profitable. And the recipe of the Volkswagen Group seems to be the trimming of assets, ie the number of brands.
Surely you know that (not only) the entire Volkswagen Group shares technology or entire platforms with each other. What works for one model works for several others. And it doesn’t matter if we are talking about models with an internal combustion engine or current or upcoming electric cars. A simple rule applies: different group models, the same platforms and the same processing. But how to apply it for brands like Bugatti and Lamborghini? Especially if we are talking about more or less necessary electrification.
In addition, the Volkswagen Group wants to increase its value by up to EUR 200 billion as part of the planned strategy. And this can probably only be done with the help of selling some brands. However, according to Reuters, the restructuring of the entire company is still at stake. However, it was Reuters and maybe even Carscoops magazine bets mainly on the sale.
This is mainly due to the fact that she received a report from two unnamed executives of the group, according to which the group is currently finding out if it has any financial resources for the development of completely new electrical platforms for the above-mentioned brands. At the same time, it is said that they must also find out how to find these sources and at the same time still invest billions of euros in the development and electrification of the current model offer. And that’s a damn hard task.
Moreover, none of these three brands has fans, owners or potential customers who would be significantly in favor of electrification. Volkswagen is therefore not convinced that it is therefore worth investing in such electrification, which is simply necessary under current EU regulations, money that may not return at all. Lamborghini did recover in the store, mainly thanks to the SUV Manage, but Bugatti, for example, sold 82 cars worldwide in 2019. That’s a lot for such a super narrow profile brand, but little for such a big investment in development.
Volkswagen CEO Herbert Diess declined to comment, but admitted in an interview with Reuters that the changes must come precisely because of electromobility. Specifically, he said: “Our brand portfolio must be compared to new market requirements, ie electrification, digitization and connectivity. Every brand must find its place. “
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