SATISFACTION BEGINS
Boris: You have been in Asia now since 2013, first
with Piaggio in Jakarta, then in Vietnam, and then
in India as Managing Director of Ducati there.
Now you are in Australia. Do you have a special
love affair with this part of the world?
Sergi: Oh yes, definitely. Starting with my wife, who
is Vietnamese. I met her in Hanoi. I started in 2010 in
Vietnam with the Piaggio Group where we opened
up the business unit for the Asia-Pacific region.
And I have always been attracted by Asia, so I got
the chance to go there and work as the business
development manager, and travelled across a
few of these countries. After that, we moved to
Indonesia also with Piaggio, and then back to
Vietnam in 2015. Then Ducati called me for an
opportunity in India. I was a Ducati customer before
that, and I saw it was a very good opportunity to
work for a brand that I really loved. So we opened
a subsidiary in India and it has been an incredible
journey, the three years that I spent there.
Boris: The Australian motorcycle market
might be called challenging at the moment.
What specific strategies do you have to sell
motorcycles in that market?
30 KIWI RIDER
Sergi: First of all, Australia and Ducati have a special
link in terms of racing. Most of our champions are
Australians, and we have a special love for the
country. Besides this, the kind of bikes we sell in
Australia are normally our top-end bikes, so the
customers are very well educated on what they
want and what they can take from our brand. With
this move into Australia, we wanted to make sure we
were closer to the customer; we wanted to shorten
the communication between the brand and the
customer. And I think this is very easy to do with a
subsidiary which is fully owned by Ducati. I think it
gives us the chance to really implement and take
care of customer satisfaction which is one of the
key things – we listen to what the customer wants,
and at the same time we are able to implement
any strategy that comes from the brand directly to
the market. So, a faster response and with a cleaner
mission, I would say.
Boris: What changes to the dealer network can
the customer expect under your management?
Sergi: Customer satisfaction is key, how we do
that is through focused investment in training. We
want to make sure first that our dealers are