What’s next for Ducati?

It’s no secret that I really love the Ducati brand and find the motorcycles beautifully crafted. I love buying, riding and selling them. Many years ago, I nearly acquired the brand for SA but was delighted that the current importer had been appointed and admittedly they have done a fantastic job and taken the brand to (in my opinion) the highest level ever in South Africa. The bikes have been well priced and well-presented, and the brand has certainly grown in market share.

After dismissing recent rumours over the past few weeks, I was surprised yesterday when these were confirmed as true and that there was to be a change in ownership in the near future. At this stage Ducati SA remains as is until a new importer is appointed. I have no doubt that someone will seize the opportunity and continue importing the brand. Certainly, a fantastic opportunity if it exists.

So, what does this mean for you the Ducati owner, or if you were about to purchase a Ducati? It’s difficult to say as there is no way of predicting how the new importer will manage the brand and what their pricing and marketing strategy will be. Based on another popular brand that changed hands recently there will be some nervousness in the market as the immediate future is unpredictable accompanied by a lower value if you are selling your Ducati, there may also be an opportunity to purchase a Ducati at fantastic price should the current importer decide to liquidate stock. My Tip is:

  1. If you own a Ducati and are in the process of selling it or trading it in you will unfortunately be offered less as the industry becomes aware/nervous of the future of the brand, make sure you choose your trading partner wisely so that you are not taken advantage of.
  2. If you are not in a hurry to sell your Ducati rather wait and see what happens as I am hopeful that an importer will be appointed with the same vision as the current importer.
  3. Remember that any rider plans/service plans/extended warranties/roadside assist that are offered by the current importer may not be honoured by the new importer.

Lastly if you have your name down for a new V4, grab it, you won’t be sorry!