Audi-Ducati 860 million euro deal implications

News has just come in that German luxury car maker Audi has bought one of the most iconic motorcycle marques in the world, Ducati, reportedly for 860 million euros (Rs 58.31 billion). Will this be a happily ever after affair? We take a look at what would the marriage mean to both the parties

So the automobile and motorcycle world was rife with reports of Audi showing keen interest in acquiring Ducati, after the Italian sports bike maker’s current owner,  InvestIndustrial, a private equity firm, decided to part ways with the iconic motorcycle brand. News has just come in that the deal has been finalised reportedly for 860 million euros (58.31 billion Indian rupees) apart from taking over the estimated 180 million euro liabilities riding on Ducati. Volkswagen, the parent company of Audi, headed by the visionary Ferdinand Piech has been looking to take over a motorcycle company in recent times. It even considered reviving the German motorcycle firm, Horex in order to fulfil its ambitions to build an elite motorcycle entity. Piech, himself an owner of a Ducati motorcycle and a man with a yen for everything exotic, tried to acquire Ducati back in 2008 when the company was for sale but lost out to the present owner, Andrea Bonomi, Chairman of InvestIndustrial.

Now that the sports bike maker came up for sale again with a reported debt tallying up to 200 million euros (previously reported to be 800 million euros), Volkswagen Group has been the most active bidder for the deal, pitching the luxury car brand under its umbrella, Audi for the arrangement. It is a perfect match as the German luxury car maker Audi has roots in motorcycle business dating back to the 1930s, when Auto Union  was conceived after an amalgamation of car makers Audi, Horch, Wanderer and motorcycle maker DKW. In the mid-sixties, the Volkswagen Group took complete control of Auto Union from its previous owners Daimler-Benz and later merged its newly acquired firm, NSU – the largest motorcycle manufacturer back then, to form Audi as we know it today.

With such a strong connection to motorcycles since its inception, Audi is certainly the most eligible marque from the Volkswagen brand to acquire Ducati. Also the fact that the German major already has to its credit a successful takeover of legendary Italian company Lamborghini means Ducati will not lose its Italian roots but simply get the capital it requires to give the world some more iconic motorcycles like the 916, the 999 and the latest technological tour de force, the Ducati 1199 Panigale. 

Ducati will bring along the engineering prowess and technical knowhow on building lightweight engines, which will add another dimension to Audi’s expertise in car making, the benefits of which could be reaped across Volkswagen’s entire portfolio ranging from passenger automobiles, heavy trucks to ship engines. Audi’s technical headquarters in Ingolstadt already boast of a top notch facility focusing on development of lightweight fuel saving technologies and Ducati’s mastery in developing high-revving lightweight engines could find more application under the Audi banner. On a  larger scale, integration of the exotic Ducati brand will also mean that Audi will enter the superbike market and have in its sights long-standing adversary BMW, which currently is the only German automobile brand to have a motorcycles division, under the BMW Motorrad trademark.

The New Generation Audi Cars (4 cars)

RUMOR: 2014 DEBUT FOR THE AUDI Q4 CROSSOVER WHICH WILL SHARE PARTS WITH THE PORSCHE CAJUN!

Just weeks ago, the rumormills went on overdrive suggesting that the Audi Q1 crossover could see the light of the day. However, it turns out that the speculation is more smoke than fire with Audi dismissing talk about the Q1. Instead, 2014 will see a new Audi Crossover which will share plenty of parts with the Porsche Cajun crossover. Late 2013 or early 2014 could be when the Porsche Cajun sees the light of the day. The Audi Q4 will be shorter than the Q5 and is expected to measure well under 4.5 meters in length. Another model, the Q6 which will be longer than the Q5 at 4.80 meters in length.

2014 Audi Q4 Crossover Render

The Audi Q4 is expected to a sporty model with racy styling to match that of the Cajun and also appeal to younger buyers who might want some more flair in the crossover’s design. Likewise, the Porsche Cajun will be a cut price Porsche to bring younger buyers to the Porsche fold. Volkswagen expects to complete its takeover of the Porsche by 2012, which will mean that Porsche will soon become a part of the Volkswagen brand umbrella, an umbrella that also includes Audi. A lot of standardization and platform sharing is what this is expected to result in.

For instance, the Porsche Cayenne, the Audi Q7 and the Volkswagen Touareg share the PL71 platform. The Volkswagen group plans to become the world’s largest automaker by 2018 with an annual sales number of 2018. These new models, that share a lot of parts by using the same platform, will be instrumental in giving Volkswagen the twin advantage of high profits and easier production. Coming to the Indian angle, the Cajun could be sold in India as well as Porsche’s best selling model in the country is the Cayenne SUV.

2013 Porsche Cajun SUV Render

An SUV under the Cayenne with the iconic Porsche brand would only help to sharply increase sales, an opportunity Porsche wouldn’t want to miss out on.Coming to the Audi Q4, with the Range Rover Evoque already selling in India, the Q4 is another model that makes sense in the sporty crossover segment. BMW is also coming up with the X4, which is another sporty crossover aimed at the Cajun, Q4 and Evoque. All in all, the sporty crossover shows all the signs of getting very crowded in the next few years.

NEXT GENERATION 2014 AUDI TT SPORTSCAR TO GET LIGHTER, FASTER AND MORE FUEL EFFICIENT!

2014 is when Audi will debut the next generation Audi TT sportscar, that will be an all new model with a brand new racy look. The third generation Audi TT will look sharper than ever before with its looks taking inspiration from the Audi E-Tron. The front end will see the narrow slit like slim headlamps, which have become the design element on all sporty Audis. The hexagonal grille up front will be a big departure from the traditional Audi beard, making the 2014 Audi TT look more like a supercar than the everyday Audis. LED elements are expected to make it to both the headlamps as well as the tail lamps.

Next Generation 2014 Audi TT Sportscar

Radical styling elements apart, the car will still retain its instantly recognizable shape though. The 2014 Audi TT will also get plenty of lightening to make it much faster than ever before even as fuel economy gets a bump up. We’re thinking that Audi will use plenty of aluminum to lighten the 2014 Audi TT. We’re saying this as the next generation Q7 too will use plenty of aluminum to get lighter and hence the same route could be used on the Audi TT as well. As weight goes down, the TT will naturally get faster even as fuel economy too could see big gains. Also, cylinder deactivation technology could make it to the 2014 TT.

The car is expected to be squarely targeted at the Porsche Boxster with a roadster version following the launch of the coupe. While other details as to the engine options of the 2014 Audi TT remains unknown at the moment, both petrol and diesel engine options could make it to the car’s engine bay, as has been the case with previous generation models. The Audi TT will be built on Volkswagen’s brand new MQB transverse engine platform and is expected to be available in both front wheel drive and signature Audi Quattro all wheel drive variants.

NEXT-GEN AUDI Q7 SUV TO BE LIGHTER BY A WHOPPING 350 KG!

Audi Q7 SUV

Lots  of aluminum all around. That is what Audi will begin using to lighten up the porker of an SUV, the range topping Audi Q7 when it goes under the knife to get itself a major product refresh. Audi has been talking about using lighter materials like aluminum in most of its cars for quite a while now and this move comes as no surprise really, except for the fact that the targeted weight loss is so high a number that it forces us to gasp in amazement.

770 Pounds or over 350 kilograms is what the next gen Audi Q7 SUV will shed and this considerable weight loss is expected to significantly better both performance and mileage of the Audi Q7, even if the engine and transmission options see no change whatsoever. This brings us back to the basics of automotive design, weight vs performance. Reducing weight usually has the same effect in increasing performance of an automobile’s engine.

Audi Q7 SUV

So, by focusing on weight reduction Audi seems to have taken an approach that might push up cost of the next generation of Audi cars as lighter materials like aluminum cost significantly more than steel or even for that matter a more powerful engine and a faster shifting transmission. Unless Audi comes with something radical in its manufacturing processes, it would be quite difficult for the Teuton automaker to keep prices down to current level.

So, expect a higher priced next generation Audi Q7 SUV, but one which is much more fuel efficient and better performing that the existing Q7. This development is quite significant for India simply because of the fact that the Audi Q7 is sold by Audi India by shipping the car directly from Germany as a complete built unit(CBU) and thus any changes internationally to the Audi Q7 usually reflects directly on the Indian model.

COME 2014, THE AUDI R8 SUPERCAR COULD GET LIGHTER AND FASTER THAN EVER BEFORE!

Audi will unveil the next generation version of the R8 super car in 2014, following which a roadster version of the all new R8 will be launched in 2015. The 2014 Audi R8 will not use turbocharging but is expected to retain the highly strung naturally aspirated V8 and the V10 engine it currently comes with, albeit with big changes to boost both power and torque. The V8 engine of the 2014 Audi R8 with the 4.2 liter V8 engine is expected to deliver about 450 Bhp of peak power while the 5.2 liter V10 engine could produce over 550 Bhp. As is the case now, the 4.2 lier V8 engine will be base engine on the 2014 Audi R8 supercar.

2012 Audi R8 V10 Quattro Supercar

Both the engines are expected to use seven speed dual clutch gearboxes for power and torque transmission. Apart from the increased power and torque, big gains to performance will be made by lightening the R8 quite significantly by using a wide variety of weight saving measures. The boffins at Audi are said to be working to ensure a weight reduction by over 60 kilograms, which is quite considerable by supercar standards. With all that weight reduction, the Audi R8 is expected to measure under 1,500 kilograms.

2012 Audi R8 V10 Quattro Supercar

For all this weight reduction, aluminum and carbon fiber are the major materials which are expected to be used on the 2014 R8 and the 2015 R8 Spyder.Power isn’t the only thing that the Audi R8 will be all about. Far from it, the Audi R8 is expected to set stellar standards in terms of fuel economy, which at a claimed 10.9 Kmpl is nothing short of outstanding. A start-stop system, brake energy regeneration and a “sailing” function(A function which idles the engine on downhill stretches) are expected to be the many fuel saving measures.

2012 Audi R8 V10 Quattro Supercar

COULD THE AUDI Q5 SPOIL THE BMW X3′S PARTY ?

BMW India has finally launched the all new BMW X3. The new X3 was supposed to arrive at the beginning of the year but was delayed due to some technical reasons which we had discussed in an earlier article. Just days ahead of its launch Audi mysteriously decided to slash the prices of the Audi Q5 which directly rivals the X3. We did expect BMW to react to this but, BMW went on with their strategy and announced the pricing for the car. The new BMW X3 range starts at Rs 42 lakh ex-showroom Delhi. 

Audi’s cunning move has put a question mark on the new BMW X3′s future. Audi has been the best seller in this segment. The previous generation BMW X3 did not do well in India. The sales figures for the past months speak for themselves. BMW sold just 14 units of the BMW X3 since January, 2011. So what prompted Audi to take such a brave decision? The Audi Q5 was priced at around Rs 43 lakh ex-showroom before launching the Business Edition model. The new Q5 with a 2.0 litre TDI now costs just Rs 35.13 lakh. Now, that is Rs 6 lakh less than the equivalent BMW X3.

We were expecting BMW’s pricing to be competitive but, the new pricing might not please those who were waiting for new X3 to arrive in India. Audi’s Business Edition Q5 with its attractive price tag does have an advantage over the beemer. Also, Audi has not stripped-out the Audi Q5 to offer it at a lower price. You still get 17 inch alloy wheels, sun-roof, ABS, Air-bags for both driver and passenger etc. Under the bonnet is a 2.0 litre, 4 cylinder diesel engine that puts out 170 bhp and 350 Nm of torque.

Audi Q5 and BMW X3

So as far as pricing is concerned, the Audi wins the first round and in India, this could have serious ramifications on the sales of the new BMW X3. We will keep an eye on the X3′s performance over the next couple of months and only then we will actually be able to analyse the effects of Audi’s aggressive pricing strategy. Until then, all we can say is that both products deserve their fair share of admiration. Both SUV’s feature all-wheel drive however, the BMW is a tad bit powerful than the Audi.

The BMW X3 xDrive20d’s 4-cylinder diesel puts out 184 bhp and 380 torques. The beemer has also got an 8-speed automatic unlike the Audi’s 7-speed box. Also, the BMW has got road presence which vital when driving on Indian roads especially when you need to hustle someone to pass him. The Audi, on the other hand is more understated. So, in the end it will all boil down to personal choice. The BMW is better looking but the Audi isn’t brash either.

The BMW is more powerful and comes with BMW’s characteristic handling DNA. But, the Rs 6 lakh difference does make it lose out on all fronts because, in India, price does matter whether you’re rich or poor. However, a few questions need to be answered. Was Audi losing confidence in its product that had been leading the segment alongside a not-so-competent rival product? How was Audi able to shave 6 lakh rupees off its sticker price in the first place?

AUDI INDIA STALL AT 2012 DELHI AUTO EXPO WAS FULL OF GAS-GUZZLERS, MIGHTY 12-CYLINDER AND ECO-FRIENDLY ELECTRICS

The stage was set for the 11th edition of the Delhi Auto Expo and Team ICB was all prepped and ready to hit the floor as soon as we landed in New Delhi. We had two days to cover the event with press conferences and launches lined-up back to back so running from one place to other dodging oncoming humans was inevitable. Still, things went out of hand when people started pouring in even on the exclusive media days. General public was allowed in during the launch events which further exposed the shoddy management.

Audi Q3 compact SUV front angle

So, among the chaos the hall which was the most crowded with hoards lining-up to enter was the one where Audi and BMW had their machines on display. At BMW, the new Mini was the biggest attraction while some petrolheads couldn’t resist the BMW M5 parked alongside either. Having said that, the alleyway leading up to the Audi stall was crammed with people on day 2 of the Auto Expo. Still, only after a bit of red tape were we allowed in, which was not expected as we had our media passes. Anyway, we finally got entry into the Audi stall.

Audi had brought everything from the Audi A3 e-tron concept to the V12 powered Q7 to the expo. The big launch of the day though was of the Audi Q3. The much awaited entry-level SUV was finally unveiled by Audi and the guests of honour were none other than bollywood actor Katrina Kaif and Lisa Ray. The new Audi Q3 will take on the BMW X1 which has been enjoying a free-run until now. Audi is among the fastest growing premium brands in the country and with the unveiling of the Q3, the car maker has taken a step further to strengthen its portfolio.

Audi A3 e-tron Concept front angle

The compact SUV with its coupe-like profile will be available with four-wheel drive and an automatic gearbox when it is formally launched later this year. A frugal diesel engine will go under the bonnet of the SUV and is expected to be priced at around Rs 27 lakh for the base model. The other showcar that Audi brought to the expo was the A3 e-tron concept. The A3 e-tron concept is based on the A3 sedan which will be coming to India. The e-tron uses a 1.4 liter engine coupled with a 20 kW electric motor.

Audi S6 Sports saloon front view

Next-up was the Audi S6 sport sedan which is basically a pumped-up A6 with a mighty V8 under the hood. The 4.0 liter TFSI petrol V8 pumps out 420 horsepower and over 400 torques. The super-fast saloon features cylinder deactivation technology which allows the engine to run on just four-cylinder when need be. This saves precious drops of fuel leading to a better fuel economy and lower emissions.

Audi A8 L W12 limousine rear view

Alongside the S6 was Audi’s new high-performance luxury limousine. The Audi A8 L W12 was also among the attractions. The A8 L with its humongous 12-cylinder engine that churns out 500 horsepower enough to keep the uber-luxurious, leather clad home-office on wheels with a mini bar shoved in the boot moving. The Audi A8 L, the new one was launched in India last year and is a the breed of premium limousines that Audi makes.

Audi R8 V10 Spyder rear view

Audi’s flagship sports car the R8 V10 Spyder though could hide itself from the prying eyes of the public at any point in time. The R8 V10 Spyder dressed in red probably had a tough time with people relentlessly oggling over its curves. As prospective customers were allowed in to have a look at the interior of the sports car, others had to take in the beauty from a distance. The R8 V10 is the latest in Audi’s line-up of R8 supercars. The V10 engine bolted to the car’s aluminium frame puts out 525 bhp of maximum power and with the roof down, the noise emanating from the 5.2 litre engine is nothing short of music.

Audi Q7 V12 TDI SUV rear

Finally, towards the exit of the Audi stand was a brown Q7 with a rather huge engine. The unconventional engine under the bonnet of the Q7 was the V12 TDI diesel motor churns out 500 bhp which is actually essential to move the 2.5 tonne behemoth. Even with its huge bulk, the Q7 V12 TDI can go from 0-100 kph in just 5.5 seconds. It’s not just the speed and the power that’s impressive, the V12 TDI can do 21 mpg or close to 9 kpl!

Audi A7 Sportback rear view

Oh and before I conclude, let me feed you in with one more car that grabbed the attention of showgoers. The new Audi A7 Qauttro with its extremely elegant shape was a hit with the ladies. The Audi A7 too made its debut in India last year and has been accepted by the customers as a premium sedan with a hint of style and attitude. The A7 is available with four different engine options with the range-topping 3.9 litre FSI being priced at Rs 85 lakh ex-showroom. That said, prices of the A7 start at just Rs 64 lakh for the base diesel variant and for the style and practicality it offers, the A7 is the one you must try out.

Audi TT Roadster Review

Audi TT Roadster Specification

The Audi TT Roadster review shows that the car comes equipped with 3189cc, VR6 petrol engine and this engine will be able to deliver power of 250 bhp at 6300 rpm along with peak torque of 320 Nm at 2500 rpm.

The length of the car is 4178mm and its width is 1842mm while its height is 1352mm. The car can seat 2 individuals comfortably. The other features in the car include power steering and the car also comes with 6 automatic gears. The car has front ventilated and rear disk brake system and its kerb weight is 1400 kgs.

Audi TT Roadster Mileage

The mileage that the car will be delivering is not known as yet.

Audi TT Roadster Interiors


The interiors of the car are quite stylish and the features include air conditioner and dual zone climate control feature. The other features include power windows and remote central locking. The steering can be adjusted for reach and rake and the driver’s seat can also be manually adjusted. The car has dash integrated music system as well.

Audi TT Roadster Safety features

The car has several safety features incorporated to provide protection to the occupants. These safety features include 6 airbags, fog lamp, parking sensors, antilock brake system, traction control and electronic brake force distribution feature.

Audi TT Roadster Price and design variations

The price of the car is expected to be around Rs 48 lakhs. The car will be available in a single design variation and this includes Audi TT Roadster 3.2 FSI

Audi TT Roadster colors

The colors in which the car will be available are not known as y

Audi TT RS Review

The Audi TT RS is considered as the most powerful TT car launched by this automobile giant. This car derives its inspiration from the rally car of eighties called Quattro. The car will be launched in India in the D+ segment sometime in 2010.

Audi TT RS Specification

The Audi TT RS review reflects that the car has a powerful engine. This 2.5L supercharged engine will be able to deliver power of 340 bhp at 5400 to 6500 rpm along with peak torque of 450 Nm. The length of the car is 4178mm and its width is 1852mm and its height is 1352mm. The car can seat 2 individuals comfortably.

The car has a sports suspension and front ventilated and rear disk brakes. The car has 5 manual gears and its kerb weight is 1460 kgs. The gears can be changed easily and the action is precise and smooth. The car can reach 0 to 60 mph in just 4.5 seconds.

Audi TT RS Mileage

The mileage that will be delivered by the car on Indian roads is not known as yet.

Audi TT RS Interiors

The interiors of the car are quite elegant and include features like air conditioner and climate control feature. The car has remote central locking and power windows. The car has leather seats and steering adjustment feature. The driver’s seat can also be adjusted and the car has dash integrated music system. The steering has some controls and the car also has other features like sun roof, remote fuel filler and remote boot.

Audi TT RS Safety features

The car is equipped with several safety features and these include 6 airbags, fog lamp, parking sensors and antilock brake system. Other features include traction control, electronic stability program and electronic brake force distribution feature.

Audi TT RS Price and design variations

The price of the car is expected to be around Rs 52 lakhs. The car will be available in a single design variation and this includes Audi TT RS Quattro.

Audi TT RS Colors

The colors in which the car will be available are not known as yet.