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DUCATI RIDES ON THE ROADS OF CHINA On the morning of April 26th, President and CEO of Ducati Motor Holding S.p.A., Federico Minoli, met with Duccio Campagnoli, the Councillor for Production Activities of the Emilia Romagna Region, in the Ducati Museum in at the Borgo Panigale factory to present the Ducati Desmosedici GP5 with the logo of the Emilia Romagna Region. Ducati''s roots have always been in Emilia Romagna where it has grown, developed, become famous, and has consolidated its position internationally in terms of turnover, production, and prestige. Ducati has become one of the most well known symbols of ''Made in Italy'' worldwide. ''This initiative underlines the close link between the Borgo Panigale Company and the Emilia Romagna Region and our common desire to communicate and implement the connection,'' stated Federico Minoli. ''It is a display of the existing union between industry and sports with roots in the Bolognese territory.'' Duccio Campagnoli added: ''A big ''grazie'' to Ducati for allowing us to ride the roads of China. Ducati is the best symbol of the excellence of our industry and the ''genius of Italian beauty''.'' In Shanghai for the Chinese round of the World MotoGP championship, Ducati was an honoured guest in a conference entitled ''Welcome to Emilia-Romagna, Land of Art, Culture, Tourism, and Motors,'' hosted by the Emilia Romagna Service Centre on April 28th. The event presented the Region in terms of its advanced mechanical technology and engine based culture, a key concept for the Chinese market. Ducati was invited as a ''case of excellence'' and Federico Minoli presented the company and a display of famous Ducati models to a group of Chinese & international entrepreneurs and members of the press. On the eve of motorcycle racing''s first-ever Grand Prix in China, Ducati announced its arrival on the Chinese market at a Ducati press conference in Shanghai, April 28th. Federico Minoli made the announcement to international press, and in the presence of Ducati MotoGP Team riders, Loris Capirossi and Carlos Checa, a delegation from the Emilia-Romagna Region, with the technical support of Shell Advance and with services from ''Nuovo Mondo International''. Ducati has reached a long-term partnership agreement with Three on the Bund, represented by Mr Handel Lee, a successful Chinese entrepreneur in the field of large-scale retail trade, and also a great Ducati fan. The press conference was followed by a Desmo Party, ''Ducati Comes to China,'' complete with a fashion show of Ducati apparel, dinner, and dancing. ''Ducati Comes to China'' was hosted at Three on the Bund, an elegant and fashionable building, Shanghai''s most outstanding party location. Ducati will begin activities in China in three clear-cut ways: 1) importation of motorcycles, accessories, and spare parts; 2) the sale of Ducati apparel; 3) the development of the Ducati brand and riding schools. The first group of activities will begin with two new Ducati stores, in Beijing and Shanghai, that will import Ducatis directly from Italy. Although sale of prestigious, expensive, high-performance motorcycles has yet to take off in China, it is a sector that offers major potential growth. Ducati expects to enter this important market through the exclusive, unique, and Italian nature of its bikes, following a strategy that has already been traced by other important Italian companies, first and foremost, Ferrari. Secondly, in order to distribute and sell Ducati apparel in China, Ducati has made an agreement with Three on the Bund Retail, who have already opened a store in Shanghai, are achieving great success with the sale of Ducati clothing, and have enabled the Italian brand to spread its name, even before motorcycles themselves actually arrive. The third strategic aspect, the development of the Ducati brand, will follow the history of this Italian manufacturer through its racing experience. Ducati is the only Italian manufacturer present in the MotoGP. After participating in this championship and in this first-ever Chinese Grand Prix, Ducati will organise two riding schools, on circuits in Beijing and Shanghai, allowing Chinese fans to experience the excitement of riding these Italian twin-cylinder machines. ''In China we are certain to start off in the right way,'' declared Federico Minoli, President and CEO of Ducati Motor Holding. ''We are starting with racing, because all of our activities and products are born on the track. From here we will create riding schools, because it is only by developing a passion for these esoteric and special bikes that the market can then follow us.'' Handel Lee, Chairman of Three on the Bund added: ''The passion that I have for this glorious marque is both a source of pride and a stimulation to promote and develop Ducati''s entry into the Chinese market. I am honoured by this partnership and I am sure that Ducati will also have a great future in this country.'' Carlo Alberto del Mastro, Shell Global Motorcycle Oil Brand and Sponsorship Manager stated: ''For Shell, China is a very important country - and to be able to accompany Ducati with their first steps in to this market is a fantastic opportunity. Just like Ducati, we test our products on the racetrack and then, once they have been proven in the toughest environment - the MotoGP, we use the technology in our production Shell Advance motorcycle oil. This means you get more life from your bike with Shell Advance and Ducati.''
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