In the bustling world of two-wheelers, a storm coming from the East is shaking up established traditions and hierarchies. Chinese brands, once relegated to cheap copies of dubious quality, are now rising like mighty dragons, reshaping the market with unexpected force. Even the titans of the sector, like Ducati, must recognize and adapt to this new paradigm.
Claudio DomenicaliPDG de
Ducatithus highlights an unavoidable reality: the motorcycle industry is changing, driven by Chinese brands. The latter, once synonymous with low-end products, are now serious competitors who are shaking up the historic players.
A clear sign of this mutation is the example of Voge
900DSXwhich has dominated the sales rankings in Spain for several months. These successes reflect a shift in the consumer, attracted by competitive prices and technical specifications that rival major brands.
In an interview with Corriere di Bologna,
Claudio DomenicaliPDG de
Ducatirecognizes this upheaval: “ we are faced with the entry into the market of Chinese brands: from QJ to Benelli and Morini. » These new players are redefining the rules of the game with aggressive prices and increasingly efficient products.
Ducati: a symbol that resists, but until when?
Faced with this competition, Ducati continues to focus on its unique brand image. Sundays
insists that “ whoever buys a Ducati is not just buying a motorcycle, but an experience, a status symbol and an Italian tradition ».
Despite this, Ducati must also face challenges because if 2024 was a positive yearit was not one of the records.
Ducati recorded nearly 60,000 saleswith a slight drop compared to the best years. Europe, and in particular Italy, remains a solid bastion, but difficulties are emerging elsewhere.
Unlike the automobile industry, heavily impacted by the electric transition, the motorcycle sector retains a certain stability. Domenicali emphasizes that “ the motorcycle does not have the challenge of the electric transition. »
-This situation offers traditional brands like
Ducati the opportunity to focus on innovation while preserving their core values.
If the emergence of Chinese brands represents a challenge, it also pushes historical players to innovate and strengthen their value proposition. Consumers benefit from a more diversified and competitive offer, which lowers prices and improves technical standards on a global scale.
The fight between historic giants and new Chinese entrants promises to reshape the industry. Ducatistrong on its heritage and its premium positioning, will have to continue to innovate to remain competitive against rivals determined to establish themselves in all markets.
The future, according to Sundaysbelongs to brands capable of combining tradition and modernity, while meeting the expectations of an increasingly demanding public.
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