Mr. Spira: Ducati was founded in 1926 and builds racing-inspired motorcycles, characterized by unique engine features, innovative design, advanced engineering and overall technical excellence. Ducati has won 12 of the last 14 World Superbike Championships and more individual victories than all the competition put together. 2003 was Ducati's first season competing in the MotoGP Championship. In general, the company produces motorcycles in market segments which vary in their technical design features and intended customers. The main segments are the Superbike family, Supersport family, the Monster, the Sport Touring family and the Multistrada. The motorcycles are sold in more than 40 countries worldwide with a primary focus in Western Europe, North America and Japan.
TWST: Can you elaborate on the customer profile? Who buys a Ducati?
Mr. Spira: There're basically two main types of Ducati customer: a European-type and a U.S.-type, although you could also say the Japanese customer is a third type. The European-type tends to be an enthusiast-based customer. He or she can be any age really and rather than being particularly wealthy, and tends to be driven simply by an extremely strong passion for the brand. He will therefore save up throughout his life, maybe riding other motorcycles until finally buying a dream Ducati. The American customer, on the other hand, is slightly more subject to peer pressure and to image rather than passion for the Ducati brand itself. He or she wants to have the best of everything, will park the Ducati next to a Porsche or Ferrari in the garage and will probably not be inclined to use the bike to its full potential, but will enjoy the prestige it brings. Then, the Japanese customer, which is about 10% of our sales, is in love with the fact that it is “made-in-Europe” or specifically “made-in-Italy” and the idea of cutting-edge design and technology.
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