Ducati Completes Three-Year Strategic Plan

01/11/2011 @ 4:20 pm, by Jensen Beeler6 COMMENTS

Amidst all the fanfare over seeing Valentino Rossi wearing Rosso Corsa and sporting his new Dainese leathers, which surprisingly aren’t being sponsored by McDonald’s, one announcement has gotten little attention (and no, we’re not talking about Nicky Hayden). The 2011 Wrooom event signals the end of a three-year strategic plan that’s been going on internally at Ducati, which has seen the Italian company release 12 new models, increase sales across the board, and ship 36,200 motorcycles in 2010 alone.

Adopted in January 2008, Ducati’s three-year plan saw the company expand from being a Superbike oriented company, and move into other street segments. Starting with the Hypermotard, Ducati’s shining achievement this past three years has been the release of the new Multistrada 1200.

Selling 8,887 units worldwide (7,200 registered) with only eight months of availability in 2010, the MTS 1200 accounts for 14.3% of all bikes sold in its market segment last year. Due in part to the success of the Multistrada 1200, Ducati has increased its global market share to 8.6% (15% share in Italy), while increasing worldwide sales in 2010 by 5% (sales in North America and Far-East were up 64%).

Now striking a new three-years strategic plan in 2011, Ducati plans on continuing its growth not only in established markets, but also in emerging markets. While we can expect to see the company open up dealerships and distribution networks in rapidly growing countries (read: Asia & South America), it also remains clear that we’ll see Ducati continue to push the boundaries of suitable motorcycle segments for its brand, a point that can be seen already in the recently released Ducati Diavel power cruiser.

Already seeing the push-back from Ducatisti from the launches of the Hypermotard, Multistrada 1200, and Diavel, Ducati will not only have to balance its core brand identity with these new market segments if it doesn’t want to alienate its core riders, but also preserve its Italian heritage as it pushes itself farther across the map and becomes influenced by the pressures of globalization.

Source: Ducati

  • Andrey

    And after 12 new models there is still nothing that is comfortable for a pillion passenger! And don’t tell me the Multi is …. the seat is so ridiculously high that many riders (my 1.8m, 5’11” self included) cannot get one foot, let alone two, firmly on the ground. (And it looks weird as well but I guess thats part of the Multi design philosophy). There is nothing in the range like my old ’93 900SS. Look at the passengers legs in the Diavel photos …. can’t see many people do a weekend trip sitting like that! Wish they had the sense to realise that some of their customers have girlfriends and wives!
    Oh.. and while they may have introduced 12 models, they just cut the whole SportClassic line so you can take that number down a couple of models please. (yeah yeah I know, they still introduced them even if they cancelled them)
    Let the barrage of comments begin…….

  • RD350

    I would like to see Ducati produce a simple, light weight, air-cooled sportbike with premium suspension and brakes.

    The bike would be aimed at track day riders, club racers and Ducati street bike enthusiasts who dont want the weight, complexity, cost or big HP of the 4 valve twins.

    I suppose this would be an update of the 900SS/1000SS line which was sadly discontinued due to the last version’s extreme ugliness.

    This model would be easy for Ducati to produce as they already have the frame and 1000DS motor …

    Maybe they could persuade Tamburini to design the bodywork? If not, perhaps they could hire the boys at Rad (Radical) Ducati for styling guidance

  • pokheng

    i hope with Rossi on their camp, Ducati will use the collaboration with the champion to build more powerful, good looking superbike..just like they do with desmosedici RR stoner version..

    when Rossi with Yamaha, the M1 has a lot change, not only about the engine, handling also the face of M1…so many change has been done..from ugly to very very smart bike…from garbage bike to champion…from zero to be hero…

    unfortunately, Yamaha doesnt know to use Rossi’s fluent to his die hard fans by produce the M1 prototype for road use..many fans only can see Yamaha riders ride M1 on the track, but they can have the same feel to ride the prototype of M1 just like the Yamaha racers…such a waste…they only rides M1 on their dream…huhuhuhu

    Ducati should take advantage of this opportunity.build the desmosedici GP11 and sell them to Rossi’s fan..and of course, make more money..

    Ducati, please produce Rossi’s replica for us….

  • TeeJay

    RD350: “I would like to see Ducati produce a simple, light weight, air-cooled sportbike with premium suspension and brakes. ”

    Sure. Could you please force the EU to cease the emission control on bikes? Other way, I can’t see it possible. Even Harley went to liquid cooling to answer the emission requirements.

  • BBQdog

    Let them build a simple nimble 125 kg SuperMono. If it is up to me a 450cc
    engine would be enough.

  • RD350

    TeeJay: Harley still sells mostly non-liquid-cooled bikes as does BMW, Moto-Guzzi and others. Ducati currently sells the HyperMotard and the Monster lines which are also not liquid-cooled.

    I dont see the problem?