SATISFACTION BEGINS
passionate about the brand. This is a factor for
us around the world and is very much linked to
the brand. It is something I have seen in Australia
so I think we have a good starting point. We are
going to focus a lot on training to make sure our
network is well-educated about our products and
our key objectives. The other thing that is very
important for us are those values which customers
appreciate in Ducati – style, sophistication and
performance, and we have now added a new word
to those values, which is trust – that they are well
represented in the dealerships. That means if you
are attracted to a model or by the brand itself,
when you go to the dealership, the experience you
have is consistent with these values. This is very
important and something we will are going to focus
on. Because at the end, apart from the marketing
activities we are going to do, the real feeling of the
customer of having Ducati directly here, is through
the shopping experience. It is very important we
focus on that at the dealership level.
Boris: Is Australia a unique market, and if so, what
makes it so unique?
32 KIWI RIDER
Sergi: Ducati and Australia have a very strong link,
you go to the Bologna factory and you talk about
Australia, and everybody wants to come here, to
this subsidiary – they love it. You know, they love
Troy Bayliss, they love Casey Stoner. Take a look
at last year when we did the Race of Champions,
Troy’s bike raised the highest bid at auction. So even
though he’s not an active racer any more [at the
world level], you can imagine how strong the link
is between Australia and Ducati. And I felt it here
because every time somebody ask me “Where are
you working?” normally if I don’t mention the brand
in the first answer, they immediately ask: “Ducati?”
Boris: Ducati has many models of motorcycles
across many different niches, and indeed has
class-leading motorcycles in some, but not
so many Learner bikes. Just the Monster 659.
Are there any plans to include more Learner-
Approved bikes in the range?
Sergi: The Learner Approved segment is a very
interesting market. It gives you the chance to
bring new customers into the Ducati experience.