Dominique Cheraki: the derivative product is very important

Dominique Cheraki, General Manager of Ducati France, has agreed to answer Moto-Net’s questions as part of our Ducati Special Report.

Dominique Cheraki, General Manager of Ducati France, has agreed to answer Moto-Net’s questions.

Moto-Net: We have the impression that the brand’s latest advertising campaigns show more models than bikers. This is the new image of Ducati ?
Dominique Cheraki, General Manager Ducati France: There is a misunderstanding about this. If you take a good look at what is written in small, at the bottom, you will see that these are Ducati owners, members of a club in Italy. Italians are very fond of their look. You know, the brand is very fashionable on the other side of the Alps and we mean it. Italian bikers have nothing to do with their French counterparts, who are passionate and ride twice as much.

SPECIAL FILE DUCATI

Moto-Net: Some criticize the "blinds" as moving away from the motorcycle concept. What do you answer them ?
D. C .: We live very well with the concept of Ducati Store and the other dealers: the concept is only justified if it is economically viable, not if we sell 40 motorcycles per year. There is no will on our part to impose it everywhere, but it is a great tool to improve distribution (read the interview, Editor’s note). There are 150 around the world to show other brands and our customers that at Ducati, we have high quality standards. I would also say that one of our goals is to get out of 100% motorcycle riding. The derivative product takes on a lot of importance at Ducati.

Moto-Net: Isn’t the cost of revisions too high ?
D. C .: No, if we follow all the steps. We went from overhauling 5,000 to 10,000 kilometers. That of the 20,000 is more expensive than the competition, but if you look at that of the 30,000, that is not necessarily true. Overall, the reliability of the engines is much greater than before.

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Interview by Pierre SYLVESTRE – Photos DR

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