Longtime reader Tim pointed out that SpeedTV.com has published an in-depth Interview with Michael Lock yesterday. The article written by Larry Cornwell profiles the Ducati North America CEO and offers some interesting tidbits regarding the company’s future plans.
Two graphs in particular caught my eye…
SPEEDtv.com As of late, Ducati and other brands have been producing retro Sport Classic models. First, what initiated this and, second, will Ducati continue in this direction?
MICHAEL LOCK: “These models were born from Ducati pet projects in design exercises. But once they hit the market and we realized that retro styled bikes formed such strong connections with our older buyers, we knew that we had something. I must point out that, unlike our competition, the Ducati Sport Classics are modern performers that only look retro; they don’t perform like retro bikes.”
“And as far as our next step, we are introducing a new Sport Classic model on November 14 at the Milan Exhibition in Italy, so stay tuned.”
And the second is perhaps more interesting…
SPEEDtv.com When I describe Ducati to those unfamiliar with the brand, I typically describe Ducati as a two-wheeled Ferrari. How do you view Ducati and how do you wish others would view Ducati?
MICHAEL LOCK: “While being described as a two-wheeled Ferrari is not a bad thing, I tend to think of Porsche. When most think of Ferrari, they are thought of as being unattainable. Transversely, when I tell people that Ducati has models starting at $7,500, they are floored. While Porsche does have its share of expensive models, it also has models that more people can aspire to own. In addition, a Porsche, unlike a Ferrari, can be driven and enjoyed everyday. Don’t get me wrong, we have our expensive models too, but I prefer a Porsche analogy to a Ferrari analogy.”
You can read the full article here.
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