Ducati races for expansion in China

Claudio Domenicali, CEO of Ducati Motor Holding. [Photo provided to chinadaily.com.cn]

Italian premium motorcycle maker Ducati envisions China will become the company's sixth largest market, and will have more than doubled the number of dealerships in the country by the end of this year in further expansion.

Ducati's market share in China almost doubled what it registered worldwide in 2016, according to the company. It estimatedthat the annual market size of the big displacement bikes larger than 500 cc will reach 15,000 units in 2017, with 25 percent growth over last year.

"I'm happy about the Ducati brand development in China. We feel very positive towards our Chinese customers and fans," said Claudio Domenicali, CEO of Ducati Motor Holding, in an interview recently.

The 52-year old Italian continued, "We are committed to deliver them the same excitement and riding passion that we deliver to Ducati customers worldwide."

As Ducati summarize its key values as style, sophistication and performance, the motorcycle maker is dedicated to sports events. He found in China that motorcycle culture is a new trend similar to the excitement created in Europe 20 years ago.

"The Chinese Ducati customer is young, around 30 to 35 years old, technological and enthusiastic. He or she likes sportiness, a unique design and lifestyle," Domenicali said.

Visitors look at a Ducati Superbike 959 Panigale displayed at Shanghai auto show 2017 on April 19, 2017. [Photo provided to chinadaily.com.cn]

Customers and fans can participate in a full-day of training at the Ducati Riding Experience, also known as DRE, to increase safe riding skills.

Two types of courses are offered: one is DRE Safety, tailored-made for beginners, is about learning how to ride safely; the other is Precision, for more advanced riders who are willing to increase their riding skills.

DRE training is mobile all over the country in a Ducati truck as an itinerant riding school, and stops at each Ducati dealership.

Besides DRE, after-sales service is also expected to be provided through the dealership.

"A customer needs the dealership to be accessible within 500 km, otherwise after-sales service can become critical," Domenicali said.

The company is set to expand its dealership network in China to 16 by this month, and Ducati eventually will have about 20 dealers in the world's largest auto market.

Its sales volume surged by 120 percent last year, thanks to contributions from nine dealerships.Thanks to the increasing size of the network, Ducati will grow faster than the overall market growth, according to Domenicali.

"There should be a proper balance for several years ahead between the number of dealerships, their profitability and the services offered to our customers. For a premium brand, profitability for a dealership is very relevant." he noted.

"In the long term, we will not keep growing the number of dealers in the same city," Domenicali added.