“2026 shall be a vital 12 months for Ducati, that’s the 12 months Ducati turns 100 years previous,” says Francesco Milicia, Director of World Gross sales and After Gross sales for the famend Italian motorbike maker. “The historical past of Ducati is essential, it’s a part of the worth of the corporate,” continues Milicia.
Chatting with invited Malaysian motorbike media on the 2024 Petronas Grand Prix of Malaysia, Milicia elaborated on each Ducati’s historical past in mild of its upcoming centenary in addition to the route transferring into the longer term. “You’ll be able to copy the design, you’ll be able to copy the model, you’ll be able to rent individuals from Ducati, however you can not purchase the historical past of Ducati” he says.
“The historical past is made by individuals in Ducati like Taglioni, Tamburini, Domenicali himself, and there are the rider, riders like Bayliss, Fogarty, Stoner, they’re like heroes however with a narrative,” says Milicia. “It isn’t only a sports activities, they’re actually heroes for us. Like Bayliss, he say, lower my finger I need to race tomorrow,” Milicia provides.”
Referring to Ducati’s branding, Milicia says, “the influence the Ducati model has on the world can’t be measured.” Requested about how the Ducati model is perceived in Malaysia, Milicia says, “we now have a whole lot of assist from the Ducatisti in Malaysia, the Panigale, we now have offered many, and in addition the Multistrada may be very widespread.”
Commenting on why that’s so, Milicia says Malaysian riders know the attraction of the Ducati model. “Ducati is all the time a premium model, we’re a model riders aspire to as a result of to personal a Ducati is an achievement,” he explains. “We admire the Malaysian Ducati followers and the sturdy assist,” Milicia says.
“Actually, the Ducati staff in Malaysia, lead by Dennis Michael, has achieved many issues to carry the Ducati model to the Malaysian rider. That is by way of the shopper engagement, the actions,” says Milicia. “At Ducati, we don’t say you’re a buyer. You aren’t a buyer, you’re a shopper. Why we are saying shopper is as a result of there’s a relationship, Ducati is right here that will help you develop as a rider, in proudly owning a premium motorbike,” he says.
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