Ducati, champion of circuits but not of sales to individuals

Brand identity deconstructed

In the Italian “Ducatisti” community, the debate rages and two main grievances emerge: the high price and the loss of identity. “If each motorcycle costs 30,000 euros, plus insurance and a sticker, and the average Italian salary is 1,300 euros, it is impossible for a young person to afford a motorcycle. But Ducati doesn't care, heading towards the collector's market, like Ferrari and Lamborghini.explains David, an uncompromising lover of the brand.