the death knell for Ducati?
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Thread: the death knell for Ducati?

  1. #1
    Registered User Array doser's Avatar
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    the death knell for Ducati?

    don't these people understand what BRAND is all about?

    https://www.revzilla.com/common-trea...%7C%20Combined
    In preparing for battle, I have always found that plans are useless, but planning is indispensible.
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  3. #2
    license to chill Array frontside5's Avatar
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    "Is it just me, or does it almost sound like Australian penny-stock company Vmoto is surprised Ducati actually agreed to go along with this?"

    What could possibly be in this for Ducati? A brand elasticity test I suppose.

  4. #3
    How to ride Array Redhawk's Avatar
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    Ducati allowing their name to be put on a Chinese scooter is a total desperation move. I didn't know things were so bad
    'I ride, therefore I'm not here.'

  5. #4
    Registered User Array doser's Avatar
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    Hard to know where the OK for this came from. Ducati is owned by Lamborghini, which is owned by Audi, which is owned by Volkswagen... And Ducati's business seems to be thriving, so it's not desperation. That is perhaps a sharp comment about testing brand elasticity.

    I respect a lot what Ducati has done with their products and particularly image over the past decade or so, but maybe this decision came from 'higher up', where the understanding of the Ducati brand is more tenuous. As Wikipedia puts it, regarding the purchase of Ducati by (eventually) Volkswagen:

    "Volkswagen chairman Ferdinand Piëch, a motorcycle enthusiast, had long coveted Ducati, and had regretted that he passed up an opportunity to buy the company from the Italian government in 1984. Analysts doubted a tiny motorcycle maker would have a meaningful effect on a company the size of Volkswagen, commenting that the acquisition has "a trophy feel to it," and, "is driven by VW's passion for nameplates rather than industrial or financial logic"."
    In preparing for battle, I have always found that plans are useless, but planning is indispensible.
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  6. #5
    Registered User Array the bartender's Avatar
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    I think if there is anyone out there that understands branding, its Ducati. They also have a lot of products sold with their name on them.
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    Last edited by the bartender; 05-12-2019 at 07:21 PM.

  7. #6
    How to ride Array Redhawk's Avatar
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    Merchandising is a good for the core business and I've even got a Ducati t-shirt somewhere for which I paid a good penny. I get that.

    The problem I see is their putting their name and reputation on a Chinese scooter, which may reflect poorly on them in the end.
    'I ride, therefore I'm not here.'

  8. #7
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    Putting their name on a scooter is lame. On a t-shirt, stroller, whatever that's marketing. On a two wheeled moto that sucks? That's lame.*

  9. #8
    Registered User Array doser's Avatar
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    so, at least the company is doing well:

    first quarter 2019 unit sales worldwide up 5%

    https://www.asphaltandrubber.com/new...sales-q1-2019/
    In preparing for battle, I have always found that plans are useless, but planning is indispensible.
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  10. #9
    Registered User Array Sikorsky's Avatar
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    I can see it happening easily by pirating the trademark. But I’m quite surprised that Ducati would sell themselves to a questionable product like this.*
    The views and opinions expressed in this post are those of the author and do not necessarily reflect the official policy or position of any agency.

  11. #10
    Registered User Array doser's Avatar
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    In preparing for battle, I have always found that plans are useless, but planning is indispensible.
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  12. #11
    Moderator Array jeckyll's Avatar
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    It only gets worse

  13. #12
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    Awesome! *I'll take two. Lol.*

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