Ducati's strategy, focused on producing high-end, low-volume motorcycles, is, according to boss Claudio Domenicali, a deliberate choice that has shaped the brand's image. By favoring quality over quantity, Ducati has managed to position itself as a key player in the sports motorcycle market. But is this strategy sustainable in the long term?
In the world of motorcycles, Ducati is much more than just a builder. Known for its high-end motorcycles, the Italian brand has chosen to favor quality and exclusivity rather than mass production. Claudio DomenicaliPDG de Ducatiexplained this unique approach in an interview with MotoSprint, detailing the company's strategic choices.
Unlike other industry giants,
Ducati does not seek to flood the market with high production volumes. “ I like to think that
we are not a company that simply produces motorcycless, but which we sell to the 'Ducatisti'“, declares Claudio Domenicali.
This philosophy explains why Ducati does not aim at 200 000 motorcycles produced per year, a threshold that other manufacturers easily exceed thanks to small displacement models. “ Other companies also have small displacement motorcycles, while we have
the Monster as an entry-level model, which is 937cc. »
Claudio Domenicali: « it's just as important to know what a brand does as it is to realize what it doesn't do »
Pour Ducatiwhat the brand doesn't do is just as important as what it offers. This approach makes it possible to preserve its image luxury and its exclusive appeal.
« We believe it is just as important to know what a brand does, as it is to realize what it doesn't do, in order to maintain its positioning on the market” , underlines
Sundays.
Arrive at the handlebars of a Ducati must send a clear message: that of a thoughtful and passionate choice. Every motorcycle produced embodies this concept, transforming each model into an object of desire, associated with Italian craftsmanship and uncompromising performance.
By remaining true to his vision,
Ducati continues to strengthen its status as a manufacturer of prestigious motorcycles. This strategy is not only a commercial choice, but a statement on the very identity of the brand. For the “Ducatisti”, own a
Ducati remains much more than a simple purchase — it is a statement of style, passion and exclusivity.
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