Ducati's choice to hire Marc Marquez rather than Jorge Martin has raised many questions. Beyond the performances on the track, a whole marketing and commercial strategy was at play…
The decision to Ducati to choose Marc
Marquez rather than Jorge Martin for the 2025 MotoGP season has not been easy, but it is based on crucial factors, both in terms of sporty what
commercial. This announcement came as a surprise, because despite the convincing performance of
MartinDucati finally opted for the eight-time Catalan world champion. This choice is part of a well-considered strategy that takes into account several dimensions, including performance data, brand image and
media impact.
The comparison between Marquez et
Martin was a complex job, where every detail was scrutinized. Ducati analyzed the performances of the two drivers through telemetry, comparing the results of the GP23 and the GP24, with the respective performances of Marquez et Martin. The results appeared decisive. As Motosan explained Lenovo carried out an impact study, image and visualization on Marquez who demonstrated the universality of the Catalan championwhich had already captivated Ducati
thanks to the performances he achieved with the old 'Desmosedici', that of 2023. This analysis work showed that Marquez is a much more universal driver than Martinwhich weighed heavily in the balance.
« Marc Marquez offers you much more than advantages, performances, victories »
Beyond purely technical performances, the media impact of Marc Marquez was a key factor in the decision to Ducati. The sales and marketing director of Gresini Racing expressed it well: “ Marc offers you much more than advantages, performances, victories, it puts you on the map, no one has as much visibility with Marc, as much appeal. His charisma opens many doors for you to obtain sponsors and echo. »
Marc Marquezas a driver, is not content with being a champion, he is a true media ambassador.
Another determining factor in the choice of
Ducati has been the comparison of the number of followers on social networks between the two pilots. Marc Marquez, with his 7,3 millions of followers on Instagram, is far ahead of Jorge Martin, who has
1,1 million. This difference in popularity reflects a much broader impact for Ducatiwhich, through its partnership with Marquezbenefits from much greater international exposure. As pointed out by the team of Gresini Racing«
we were able to experience it last year for ourselves. » Ducatias a global brand, could not ignore this reality and decided to capitalize on the global popularity of
Marquez.
The choice of Marc Marquez par
Ducati isn't just about performance on the track. It is also a strategic decision based on commercial and media criteria. The impact of Marquez as a world-renowned pilot and the visibility he generates on social networks are undeniable assets for Ducati. While
Martindespite his indisputable talents, remains more localized in his influence, the arrival of
Marquez in the official team
Ducati for 2025 appears to be a golden opportunity for the brand to strengthen its position, not only in MotoGP but also on the world stage.
