MotoGP Street or WSBK, for the boss of Ducati, it’s always “creating emotions, entertainment and not just selling a product”

Ducati is doing its great world mass on the Misano route as part of its traditional WDWs which remain standing despite a health crisis which we have forgotten was still relevant. She thus reminded the brand enthusiasts residing in China who were unable to make the trip due to the restrictions imposed… The party, in this precarious context as from all points of view, is all the more beautiful. , because it is a challenge, a posture that Ducati knows well and that its boss Claudio Domenicali recalls with passion.

Ducati especially, other Italian brands in its wake and the European manufacturers in general have managed to keep this flame, this passion, this hint of recklessness in a set of responsibilities to be assumed in a post-cold, clinical and devitalized world, given birth to by the health crisis and carried extolled by other brands from another continent. A kind of revisionism in real time that would like to forget that the motorcycle is, at the start, only a matter of passion, and not a question of mobility.

This battle of values, the boss of Ducati Claudio Domenicali declined it in a speech to the WDW where history, traditions, and also the new world with its imperatives have mingled. Ducati is in step with the times, but denies nothing. In his remarks spotted on GPOne we can first read this act of faith: we are here to celebrate our community, the world of Ducati fans. When we wake up in the morning we know we have a different mission than just selling motorcycles. We want to create emotions, entertainment and not just sell a product ».

« We are in the digital age, but at Ducati we still love analog«

He adds : ” we’re in the digital age, but we still love analog. This is part of the spirit of Ducati fans and also part of ours. We are in Motor Valley, birthplace of companies such as Ferrari, Ducati, Lamborghini, Pagani. The sexiest companies in the world, as well as the most beautiful circuits like Misano and Imola. Here you can find the technology, the passion ».

Values ​​that some would like us to forget because they would be a handicap to the advent of a new era, but Claudio Domenicali contradicts them: in 2021, Ducati had the best year in its history, and even if this year we are struggling to source so many raw materials, we will probably do even better. The WDW is an event conceived for a long time and we also think about sustainability. For this reason, we are going to show our MotoE for the first time to the public. Chaz Davies tested it and said it was a great fun bike, maybe even more than the Superbike. I tried it and after half a kilometer you forget that it is an electric motorcycle. Sure, there’s no sound, but there are plenty of other unique things to enjoy about this bike. “. There might be hope after all…

–