Domenicali: “Ducati will change in 2017”

Ducati – After celebrating the Ducati brand at the Misano Adriatico circuit with thousands of enthusiasts from all over the world, CEO Claudio Domenicali explains on Prima Comunicazione how the Borgo Panigale company will change.

"We are changing the size of the company.” said the Ducati CEO. "The launch of the new Scrambler brand in 2015 brought us completely new customers, younger, different from our traditional target, bearers of a desire to ride a motorbike in a more light-hearted way. Our plans are to continue with development, but at a slower pace. Ducati will continue to grow, but will remain a premium product, with great content, aimed at a passionate and competent customer. We will not go down. So much so that last year we launched two other motorbikes such as the XDiavel and the Multistrada Enduro, leaders in terms of technologies, electronics and safety equipment. Sophisticated products but aimed, as for the Scrambler, at customers who are not traditionally Ducati".