The Ducati Effect
Ducati has done a tremendous job growing their brand. I’m not certain of the exact specifics (nor am I willing to look them up), yet it seems every time I read about annual earnings over the past 5 years, Ducati has always grown sales and earnings by a healthy amount, while most of the other manufacturers have declined. At the same time, they have expanded the product line, done well at all levels of racing, and sold tons of merchandise by creating a new “cool” look very similar to what Harley Davidson has done through the years.
I’ve also noticed that Ducati does marketing in a different way. Typically if you see a bike in movie, or a TV show, it is a Ducati. A Xerox ad in a Fortune magazine comes to mind, too. That was an exciting day!
So, sales are up, earnings are up, and they just sold the company to Audi, which will probably allow more of the same, and I’m sure lots of people made tons of money on that deal. Good for Ducati.
Now to the Point
Ducati has become America’s sweetheart. Everywhere we go, people who don’t look like they ride (and I know I should not judge a book by it’s cover) love my bike. They don’t give Todd’s bright yellow BMW a second glance, and his bike is more clearly suited to a trip like we are doing. Let me give some examples:
- We are stopped on a dirt road outside of Pie Town, NM. Pie Town has 2 pie restaurants, and nothing else. The population could not be more than 100. We stopped an old Jeep Cherokee to ask for directions. Inside were 3 Mexican men that spoke fluent English. They were probably in their 60’s, and probably lived in this very rough, desolate land. After they gave the directions, one man commented “Nice Ducati”.
- At home, I ride an MV Agusta F4 street bike. It has been called the most beautiful bike ever made. I also ride the Ducati HyperMotard on the street some times. I get 5 comments on the Ducati for every 1 I get on the MV.
- When we stopped for gas in Chama, NM 2 people commented on the nice Ducati. One person even told me he liked the Ducati as I was pushing the BMW away from the gas pump!
Hopefully if my HyperMotard breaks down, or cracks in half because pf the abuse I’m putting it through the great people of whatever state we are in will come to my rescue so I can keep this beauty on the road.
Full disclosure: I’ve got a Ducati mounted on the wall in my living room.