Ducati North America CEO Talks Record 2022 Sales Amid Constrained Supply

The transcript discusses Ducati's record sales in 2022 despite supply chain issues, their shift to an ultra-premium brand, and the impact on profitability. It covers pricing strategies, market share growth, and competition with brands like Harley. The success in racing, particularly MotoGP, boosts brand perception. Ducati's development of electric bikes and future tech is highlighted, along with efforts to diversify hiring and broaden their client base.

What was a significant challenge for Ducati in North America during 2022?

• Supply chain issues

• High competition from other brands

• Regulatory hurdles

• Lack of consumer interest

How has Ducati shifted its brand positioning recently?

• From budget to premium

• From premium to ultra-premium

• From luxury to budget

• From ultra-premium to budget

What is Ducati's primary focus in its shift to an ultra-premium brand?

• Increasing production volume

• Expanding into new markets

• Enhancing profitability and customer experience

• Reducing production costs

Which model is prioritized by Ducati due to its importance in brand positioning?

• Diavel

• Panigale

• Scrambler

• Multistrada V4

What has been a trend in the motorcycle market that Ducati has observed?

• Increased demand for budget bikes

• Softening of the market

• Rise in electric bike sales

• Decline in luxury bike interest

What is Ducati's approach to electric motorcycles?

• Discontinuation of electric projects

• Focus on R&D and future integration

• Immediate market launch

• Partnership with other brands

What is a key factor delaying Ducati's electric motorcycles from reaching the market?

• Regulatory issues

• High production costs

• Battery technology limitations

• Lack of consumer interest

How is Ducati addressing diversity within its workforce?

• By outsourcing to diverse regions

• By focusing solely on technical skills

• By actively diversifying hiring practices

• By maintaining a traditional workforce

What is Ducati's stance on inclusivity within the motorcycle community?

• Exclusivity is prioritized

• Inclusivity is encouraged

• Only experienced riders are welcomed

• Focus on a specific demographic

What is Ducati's goal in terms of brand image and customer reach?

• To be aspirational and approachable

• To become a budget-friendly brand

• To remain exclusive and unattainable

• To focus on a niche market