INTERVIEW
“
THE BEST WAY
TO CONVINCE
SOMEBODY TO BUY
A DUCATI IS FOR
THEM TO TRY IT
It is something I’ve seen here since I have arrived.
The Monster has been a very successful model,
and also we see the customers of the Monster
often jump to the next model up after a few years.
That is a good learning experience for us, and it is
something I am also discussing with Italy, to try and
explore the possibility to bring new models into
the Learner segment.
Boris: Do you think customer loyalty to a brand is
as strong as it once was, or are people now more
likely to listen to their wallet instead of their
heart?
Sergi: I think it is even more important today.
In our case we know the best way to convince
somebody to buy a Ducati is for them to try it.
The experience and the feelings you get with
that, from our perspective, no other brand can
provide. The important thing for us, as our CEO
[Claudio Domenicalli] said not long ago, we do not
sell transportation, we sell entertainment. In-line
with this we will be providing a lot of experiences
to our customers. Like reasons to ride a Ducati.
That is something, from a marketing perspective,
we want to implement here and provide all kinds
of experiences for customers who want to try our
bikes in the correct environment.
Boris: Australia is a country of vast distances. And
while most of the population is in the cities, there
are lots of motorcyclists who live some distance
from the centres. Does Ducati plan on expanding
its dealer network in any way to deal with these
people?
Sergi: Australia is indeed very big. In fact, when I
checked it on the map just to have some reference
from my side, if I compare for example the distance
from Perth to Sydney, it is like going from the
Spanish Canary Islands to St Petersburg in Russia.
It is a big market, but it is also very concentrated.
So, in terms of coverage, we are OK. Because at
the end you need to make sure that any investor or
partner will make a return. You cannot compromise
the experience of a customer if there is not enough
potential in one area. So I don’t see is a big issue in
Australia, because the market is concentrated,
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