Fiat heir considering Ducati bid

Lapo Elkann “would not like Ducati to be sold abroad”

Fiat heir considering Ducati bid

AGNELLI family heir Lapo Elkann has said he would consider making an offer to buy Ducati to keep the firm in Italian hands – but only if the price comes down.

Speaking to fashion magazine Panorama Icon, the 34-year-old Fiat marketing director (who's also in charge of Ferrari's 'tailor made' service, aimed at those rich enough to find a normal Ferrari a bit common) said: “I consider myself a patriot and I would not like Ducati to be sold abroad and end up in bad hands.”

However, he also suggests that the current owners, InvestIndustrial, are asking too much (they put Ducati's value at around one billion Euros), saying: “The management's price demand was exorbitant. What would I do if they lowered their demand? Well in that case I could really think of coming forward with an offer.”

Elkann counts Valentino Rossi among his friends and is seen as having been key to Fiat's sponsorship of Yamaha's MotoGP effort when Rossi rode for the Japanese firm. Although often voted into various best-dressed lists, Elkann's tastes aren't subtle – he drives a Ferrari 458 Italia finished in a camouflaged paint scheme, with camo leather interior and even the same finish on the engine. Funnily enough, it doesn't blend in. Presumably he'll be a fan of the newly-announced matte-green Ducati Monster Diesel limited edition...

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