The Street Interviews Michael Lock

Sean Driscoll of TheStreet.com, a Wall Street investing website, has written up a great piece on Michael Lock of Ducati that’s worth reading. The interview touches on a number of subjects including the Desmosedici, Hypermotard and 1098, but perhaps the most interesting part of the article is Locks response to a question about Ducati’s demographics — especially in light of the recent raging Ducati forum debates about whether or not Ducati has lost its exclusivity with the introduction of the base 1098 for $14,995.

Lock is quick to point out his company’s philosophy. Ducati, he says, is careful not to be overly exclusive or reject certain types of customers as some high-end brands might. His feeling is that if you like Ducati, then the company wants you.

“There are brands that transcend demographics, and Ducati is one of them,” Locks explains. “We produce machinery that inspires people.”

You can read the full text here.