Regarding the "why": Ducati is owned by VW. VW also owns Bugatti. They built the Veyron and sold the first couple hundred cars at a *loss*. So why build it? Because they can. It was an investment in the science and engineering know-how to build a 1000-hp car with AWD that could be driven reliably every day. Only companies with deep pockets can afford this approach to R&D, but it's far from pointless.
While the engineering marvel itself might sell at a loss, the technology and know-how developed on that program is valuable for future models of lesser cars... cars with a bigger profit margin. Also, think about it like this: it's an R&D program that you're getting customers to buy the "prototypes" after you've gotten the dat ayou want out of them. So, regardless of whether the limited-run vehicles are sold at profit or loss, it's a better deal than just funding the R&D internally and not selling the showcase product.
There is also the marketing side... you offset some of the R&D cost, AND create a stronger high-end brand image by producing a lustworthy limited-run vehicle.
As far as whether it's elitism, snobbery, or whatever... that's capitalism. Part of what drives capitalism is the desire to obtain these high-end unobtainable items. I see this vehicle, and I want one... so I need the means... so I need to work harder and/or smarter, to move my way up the ranks, to obtain the means. Then, someday in the future once the means have been obtained, maybe I'll be on Ducati's "list" for whatever uber-limited snob-mobile they release at that time (or I can afford to buy one shortly after a selected owner gets bored with theirs).
Having test ridden a Panigale S this weekend, I can see the attraction. Guess I should get off the board and back to work so I can get that promotion and payraise...
