Francisco Rapisarda: We cannot meet the demand on the 999

Francisco Rapisarda, Communications Director of Ducati Moto Holding, has agreed to answer Moto-Net’s questions.

Francisco Rapisarda, Communications Director of Ducati Moto Holding, has agreed to answer Moto-Net’s questions as part of our Ducati Special Report.

SPECIAL FILE DUCATI

Moto-Net: 2004 was pretty gloomy, with your sales slipping and the failed buyout of Moto Guzzi. How will the reconquest take place ?
Francisco Rapisarda, Ducati Moto Holding communications director: We will recover our losses (from 2004) on the sales of the Monster S2R and the Multistrada 620, as well as with the big success of the 2005 vintage of the 999 for which, moreover, we are not able to cope with the demand of our customers. Concerning Guzzi, it is in the hands of Piaggio who made a higher offer than ours. Despite this, we continue to be interested in purchasing brands that would allow us to enter the GT (grand touring) segment..

Moto-Net: The brand’s latest communication campaign shows Italian bikers for whom Ducati has a very fashionable image. Does this image represent your new identity ?
FR. : Our communication campaign is absolutely not driven by any fad. As you know, we produce motorcycles for its real user, the biker. So we are continuing on the same idea as in previous campaigns: the first of these had for theme the employees of Ducati, then the official Ducati riders and finally the employees of the company abroad. The 2005 one was designed from official Ducati clubs in Italy.

Moto-Net: Many French bikers complain about the cost of maintaining their machine. What do you answer them ?
FR. : If you refer to the selling price, the maintenance and the spare parts, all this is proportional to what a Ducati is: a prestigious motorcycle.

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