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THE SECRET OF DUCATI’S SUCCESS Federico Minoli, the president and CEO of Ducati Motor Holding is convinced of it and told the ANCMA Forum at the International Milan Motorbike show why. “We’ve been told by marketing experts that the key to success is that a brand has certain scientific characteristics and that it has to stay within certain mathematical formula. It’s a very interesting and valuable theory but I’d like to remind people that often in the past design and presentation have been used to hide a lack of quality.” Minoli has to be listened to because he has won the challenge against the likes of Honda who produce 9 million motorbikes a year. For Minoli it is all about quality. “People shouldn’t be afraid to be different. Ducati have done it by producing a 55,000 Euro motorbike. It’s a risk worth taking and is already working much better than we expected.” An added factor in the success of Ducati is the local support from motorbike fans. “There has to be a reason if you have success in certain areas.” Minoli says proudly of his route in the Emilia Romagna region.
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