What I hate about Ducati…

[flynbulldog]

Lets not get too fired up here this just a little treatise about what I feel is going on with the brand of motorcycle I love. Some of what I say may be dead wrong but if it is it's because Ducati has led me down that path, see, this is a personal interpretation of the brand as it stands today garnered from interaction with dealers, media and the people who live the Ducati lifestyle.

Ducati lifestyle? What is that? Is that a real or imagined thing? Personally I'd have to say its hogwash (pun intended). Herein lies the problem with direction Ducati is heading right now, Seems they think they are selling shoes, or watches, or perfume… you know, those things that hock a lifestyle rather than the actual product… intangible personifications of fashion that seem to permeate marketing in romance nations.

I don't want nor do I need a lifestyle identity, Ducati. I don't need to be sold - that by owning and riding this motorcycle I'm going to be associated with a hip young rich Italian/Latin crowd that wears all the latest Euro-Latin styles and ignores the best looking girls. I'm a middleclass, middle aged, white American dude who wouldn't hesitate to scrump till dawn if one of those 20-something cuties even hinted at the possibility.

OK I'll admit, a cool vintage looking leather jacket does go along with the bike in a certain way that I find appealing.  But believe me it doesn't make me look in the mirror and utter the words; “Ricco-swavee'…” And if said jacket even hints at Dolce Gabbana anywhere on it …You can keep it.

Ducati is riding a wave here, a wave created and marketed by the American Texas Pacific Group. TPG worked very hard to recreate Ducati in both marketing and in its products and has been very successful. TPG decided to give Ducati's legacy to the public; they started marketing Ducati's racing heritage. TPG dug up the Ducati history books and created the idea of the Ducati museum and had it built in Bologna. And they brought riders like Mike Hailwood and Paul Smart to the forefront of our ideals about Ducati. TPG created a man's legacy, a history of racing to be proud of, something that represents the core product and a reason to be a Ducati rider. But you can be sure - everything you thought you knew about Ducatis racing heritage is at the forefront of the marque because of marketing...


But Now that TPG no longer owns Ducati it seems like the new ownership has abandoned that wave and is heading down a different path, one with soft edged feminine logos and branded everything from computer flash drives to shoes and fashion accessories to bottles of wine! All of this in the name of brand identity and creating a lifestyle.  It really is enough to make the average American Ducatisti spit out his Starbucks double grande macchiato, strip off the Ducati t-shirt, belt buckle, gloves, helmet and jacket and throw his hands in the air exclaiming “I Give up Ducati!” “I can't take it any more!” How can we ever live up to the image? I know I can't.

At this point I am sick of it… Sick of the whole fashionista stinking perfumed and primped facade. And I think it's only a matter of time before the whole thing blows into one big gay Femi costume ball. At this point I'm about ready to chuck the whole brand and start riding a Triumph, at least those guys don't have to stop for a $5 cup of coffee every time they ride!

Would it be possible for Ducati to turn this “biker noir” image around and get back on the board riding the wave created by TPG? Sure, I think Ducati can stop this freefall into the depths of Gala Gran Dama and start selling motorcycles again. TPG had a plan and it was a good one; build great bikes and market the racing, both today's racing and the Ducati legacy… yeah! We can all get behind that.

But first some house cleaning: First and foremost Ducati, stop selling bikes through Neiman Marcus! The very thought of some ridiculous over-moneyed cream puff walking into the department store and buying an over-priced motor-icon with a few extra decals that he or she will never ride just to own the image makes me want to trade all my vehicles for an old pickup truck just to distance myself from the whole idea. Secondly back off on all the branding. A couple of race shirts, some t shirts and some riding gear ought to cover it for most of us. And last, stop the freakin fashion shows, I really want to go to a fashion show like I want …oh-god I'm starting to wretch!

Wuuu that was close… Now that the house cleaning is done lets get down to the business of building and selling motorcycles. I think Ducati is building some of the most desirable motorcycles on the planet but that needs to be good enough, you can leave the lifestyle to us Ducati, we can do fine on our own thank you very much.

[Grampa]

Harley called... he wants his hate back

[KTMCHEESE]

All very good points. I love the bikes but not everything else. You've got to hand it to Ducati though. American men are becoming soft affeminate metrosexual European wannabes and Ducati has absolutely nailed the timing on their marketing.... 

[GLantern]

FLynbulldog while i agree with you in that i do not like the wine, or the usb drives, or the constant branding of everything you have to understand it is a business.  They are going by the harley example and while harley does sell bikes they make a shit ton of money off of all their harley branded gear.  In my opinion if you don't like it don't buy it.  All the branding doesn't make a ducati bike any less a ducati bike.  If you really are going to start buying triumphs because of something like this your being immature.  Buy a triumph because you like the motorcycle not because your ex "favorite" brand of motorcycle so called "sold out".

As far as i know Ducati is a lot smaller company than the big 4 and to keep up a profit this is one way to do it.  And if ducati is making money our bikes are only to get more and more improvements.  I do agree that some more racing oriented shirts etc. would be nice.

I love my ducati its still a ducati and every time i fire it up i smile.

[OwnyTony]

Aww pooh...
You're just mad that i drink the ducati wine and wear everything ducati....thus proving that I am more ducatista than you.



Of course everything i said above is a lie.

[the_Journeyman]

I'm seeing this has helping their bottom line considerably.  It will give them extra income that they don't have from volume sales compared to someone like Honda.  I enjoy some branded merchandise, but I wait until the shop marks it down to 50% or so off.  Because I can't justify the tagged price.  I'm sure a significant part of Harley's income comes through merchandise sales.  Not a bad model for cash-tight companies.  I feel no need for $5 coffee breaks.  I'll just walk over to the gas station and get my plain black joe for $1 or less.  Might even be free if I buy gas there.  They can sell what they wish.  As for the image, sure there may be posers.  I just walk past them wearing my road-weary leathers, throw my leg over my bike and light the motor off.  I feel certain whatever gal he's trying to look cool in front averts her attention long enough to annoy the poser and loose interest for someone that talks the talk, but usually walks the walk first.  I don't need a sex symbol, but it sure is fun to watch heads spin off when I rumble past in my Ducati, wearing leather pants and a crash-scarred coat.  Let Ducati take advantage of the posers with money and those with extra income that'll buy this stuff.  I'll ride mine while they're sipping their $5 coffee.

Maybe I'm just a cheap bastard, seeing as the price for the two bikes I have (not new of course) combined are less than the price of a new 696.

JM

[sroberts152]

One thing to point out... all these people that buy Ducatis and don't ride them just means the company can continue to do well in the future and that we can continue to ride them.  AND we can all get some good prices on barely ridden used bikes in a few years.  

[the_Journeyman]

One thing to point out... all these people that buy Ducatis and don't ride them just means the company can continue to do well in the future and that we can continue to ride them.  AND we can all get some good prices on barely ridden used bikes in a few years.  

  I thnk that's what I was trying to say above

JM

[Triple J]

At this point I'm about ready to chuck the whole brand and start riding a Triumph, at least those guys don't have to stop for a $5 cup of coffee every time they ride!

So go and buy a Triumph.   They do make some nice bikes. Last time I rode I don't remember having to stop for a Starbucks.  

[GLantern]

One thing to point out... all these people that buy Ducatis and don't ride them just means the company can continue to do well in the future and that we can continue to ride them.  AND we can all get some good prices on barely ridden used bikes in a few years.   

Well put

[The Don]

It's a fair call in what you say but don't forget you are the consumer and you hold the cash.
Don

[Popeye the Sailor]

I don't know about the rest of you, but....


I ride my bike because I like my bike.



I couldn't care less what the company does over there.



If one feels they need to live up to some sort of image because one has been provided....well....you might want to reevaluate things a bit.

[Spidey]

Don't worry about how Ducati tries to brand their bikes or their customers.  Turn your monster into a rat-bike or something totally freaky.  Ride like a lunatic.  Or like a grandma.  Don't fix your tank dings.  Use black spraypaint liberally.  Turn your monster into a commuter with Givi bags and a tall windscreen.  Or make it into a trackbike and toss it away with abandon.  Wrench on it, snap bolts and screw things up.  Do whatever the hell you want, but don't spend time being upset about how some company tries to define you.  

I just want to spend my time riding my monster and lovin' it.  And when I meet some of those pretty folks Ducati thinks it's selling its bike to, I leave 'em to their own devices.  <shrug>  

Be your own brand.    

[Oldfisti]

Don't worry about how Ducati tries to brand their bikes or their customers.  Turn your monster into a rat-bike or something totally freaky.  Ride like a lunatic.  Or like a grandma.  Don't fix your tank dings.  Use black spraypaint liberally.  Turn your monster into a commuter with Givi bags and a tall windscreen.  Or make it into a trackbike and toss it away with abandon.  Wrench on it, snap bolts and screw things up.  Do whatever the hell you want, but don't spend time being upset about how some company tries to define you.  

I just want to spend my time riding my monster and lovin' it.  And when I meet some of those pretty folks Ducati thinks it's selling its bike to, I leave 'em to their own devices.  <shrug>  

Be your own brand.    

Well put. Spidey.

[duclvr]

I don't know about the rest of you, but....


I ride my bike because I like my bike.



I couldn't care less what the company does over there.



If one feels they need to live up to some sort of image because one has been provided....well....you might want to reevaluate things a bit.

Nicely put.