Ducati, the offensive on the market is called protection of exclusivity

Ducati – Since the arrival of the Volkswagen group, as a shareholder, Ducati enjoyed a period of financial stability that led to record sales. But let's not expect Borgo Panigale bikes to start invading the market now. CEO Claudio Domenicali said Ducati will focus on protecting its aura of exclusivity.

"We will remain a premium brand.” Domenicali said in a recent interview with the Associated Press. Ducati sold 7.400 motorcycles in June, a 60 percent increase compared to the same month last year. During the first quarter, the Emilian brand increased sales by 22 percent with a record 32.600 motorcycles delivered. While Ducati is satisfied with these results, Domenicali says the company isn't trying to increase sales volume by trying to get to a specific number. "We are not targeting 100.000 units.” specified the CEO of Ducati. This year's sales mainly include 9.000 deliveries of the Scrambler, the new iconic two-wheeler of the Italian brand.

The acquisition by Volkswagen, through its subsidiary Audi, Domenicali said, was fundamental in increasing Ducati sales given that, it not only provided stable ownership, but allowed it to inherit a greater focus on customer satisfaction than that on simple financial returns. “We must not only make the banks happy, but we must try to keep the customer happy.” added Domenicali. Furthermore, Ducati's sporting tradition is considered fundamental for the brand. "We like to think that we are like Ferrari, but they are a dream, while Ducati is a dream that can come true.” said Domenicali.

The CEO of Ducati confirmed that the States are the largest market for the Borgo Panigale brand and, like other European and Japanese motorcycle builders, it has worked on ways to satisfy American tastes that tend to favor large-displacement bikes like cruisers and baggers. Domenicali was evasive, however, about what projects Ducati has in mind for the United States. "It will be a cruiser or a bagger or a tourer, maybe a scooter or better yet a snowmobile?” she concluded. “As long as it's a sport snowmobile, we can do that too".