Four new 'high-end' models on the way

[ChrisK]

You're talking about this right? http://static.ddmcdn.com/gif/1993-ducati-superlight-1.jpg

Yeah, I've heard about it, don't know anything about them other than they look like that.

[duccarlos]

My point is that Ducati has on occasion come out with some limited edition versions of their bikes. The Desmosedici is the latest of such special editions, but it does differ from the others since it is not based on any other production bike. Instead it is based on their MotoGP bike.

[ChrisK]

I get that, car and bike manufacturers do that all the time. All I'm saying is I don't get what it accomplishes, other than probably being fun as hell for their R&D team.

To make one or two thousand of a model and offer it to the public who can afford it is one level of elitist branding... to make 100 and only offer them to the people you choose... that's a different story in my eyes. I just don't see how that's a good use of their time and I especially don't see how it makes sense to get all of us SO excited about the 4 new models coming out, and then have one of them be "unobtanium."

In trying to see this move with an un-biased eye, I guess the one possible motivation behind this could be to increase desire for the lower-end sportbike models. Maybe they're thinking, "With this new superleggera, we'll make our rich customers happy, AND we'll motivate the rest of customers to finally pull the trigger on that 899 they've been eyeing just because they want to be a part of the brand community."

[duccarlos]

You answered your own question. Why build a Veyron? Because you can.

[ChrisK]

You answered your own question. Why build a Veyron? Because you can.

Suppose so. I just think it's different with bikes, less room for improvement maybe? Idk.

The part of my question that I didn't answer on my own, was why they would choose to announce four new models, get everyone excited, and then make the 4th model inaccessible.

[Betty]

Regarding the select clientele ... how else would they do it?

At least this way they know they are selling to known Wankeristi Ducatisti which should minimise ... though not eliminate ... the number of bikes appearing on ebay for more than retail (before they have been delivered).

[ChrisK]

I feel like there has to be another way. I am definitely not this person, but if I was somebody that had enough cheese to afford one, and they didn't give me a call because the Ducati company doesn't know who the hell I am, I think I'd be kind of offended.

I wonder how many people they will have to contact before all 100 are sold?..

[Triple J]

My guess is that if you walked into your dealer and put $20k down on this thing in the next couple weeks, your name would find a away onto the invite list. 

I think someone would be stupid to pay $65K for a blinged out 1199, but whatever, it's their money.

[Betty]

I feel like there has to be another way. I am definitely not this person, but if I was somebody that had enough cheese to afford one, and they didn't give me a call because the Ducati company doesn't know who the hell I am, I think I'd be kind of offended.

I wonder how many people they will have to contact before all 100 are sold?..

Why do you keep limiting production to 100? Reports I have seen suggest at least 500.

With regard to being 'known' ... I am sure you would find a way of convincing your local dealer you are worthy if you really had the means and motivation to purchase one of these.


Edit: 100 allocated to the US market?

Second edit: TJ beat me with the 'known' solution.

[eric]

Hoping it would be a spiritual successor to the SportClassic line. With a top-of-the-line Mike Hailwood edition that looks like this:

[hbliam]

"Similar to the Ducati Desmosedici RR launch, only pre-selected Ducatisti will be given the opportunity to own one of the  Panigale R Superleggera. The chosen few will receive a special access code from their local dealers, which will then allow them to order the Superleggera from Ducati."

Douche move

They sell out every time they do this. And I would wager if I called down to Ducati Newport Beach and asked to be "pre-selected" it would happen. Not that big a deal if you ask me.

[ducatiz]

Interesting, though I wonder where the 40 lbs loss will come from? Carbon Frame? Will they make enough of them of homologate for WSBK?  With talks of Honda bringing out a new V4 RC bike this could be a good.

Tires and frame are helium filled.

[ducatiz]

Regarding the select clientele ... how else would they do it?

At least this way they know they are selling to known Wankeristi Ducatisti which should minimise ... though not eliminate ... the number of bikes appearing on ebay for more than retail (before they have been delivered).

Did you remember to register with ducati?
Do you have a history with Ducati of buying new bikes?

[Dirty Duc]

And... it's not the first time Ducati has done this.  See the Desmosedici.

It's actually part of the brand.  "Our stuff is so cool, we don't sell it to just anybody.  The fact that we will sell something to you means that, by definition you too have some cool... Sorry you aren't quite as cool as Tom Cruise, but who is?"

[Skybarney]

Ferrari has been doing this for along time.  It is valid and worthwhile marketing technique.