Twisting Asphalt - A SoCal Ducati Motorcycle Blog

Karl Greenberg of Marketing Daily has posted an interesting article, titled, Ducati Cuts Marketing Department, Increases Sales.

Lots of Michael Lock (President of Ducati North America) tidbits, including,

“We have attempted to modify that perception that we are unapproachable, arrogant, superior. The central goal has been to make Ducati more approachable and more human,” he says. “Internally, we drew a comparison between Porsche and Ferrari: that Ferraris are toys for very rich people [while Porsches are attainable.] We positioned ourselves as premium but not unattainable.”

You can read more here.

Popularity: 8% [?]