Many of you may have read
Claudio Domenicali's desmoblog on the new
Ducati models and the impetus behind their design / engineering direction, if not it's worth a read and you can find it here:
http://blog.ducati.com/post/177/claudio-domenicali-response#more
There has been much discussion since the introduction of the 1098, regarding the axe of the Sport Touring series, and the much anticipated all-new Monster and the disappearance of the venerable SuperSport from Ducati's line-up. I would like to start this discussion with a bit of modern history from Ducati corporate...
Late fall, 2005 Ducati created a their "2006 - 2008 Strategic Plan Capital Increase Road Show" which was a presentation destined for global circulation outlining Ducati's strategic plan for the next 3 years. Since we are entering the last year outlined within that plan, I thought it appropriate to return to it for review.
Interestingly enough, this document carries a HUGE disclaimer, not to be issued in the United States, and that it does not represent an offer to sell or issue Ducati Securities in the United States. I can't remember how it came across my desk, but the Ducati community is a small one, with numerous contacts between the US and Europe... eventually it ended up being circulated and available to those with any interest.
The preliminary portion of the document contains a Market overview, with 3 different segments: "Total 2-Wheel Market, High Displacement Road Market and Ducati Relevant Market," each graph is a progressive extrapolation of the former. The last and most relevant graph (pie chart) shows over 75% of the market relevant to Ducati is comprised of Naked motorcycles and Superbikes, with a slight edge to Superbikes. The remaining near-quarter of the market includes Dual Purpose and Sport Touring, of which Dual Purpose Dominates.
One must look no further than this market analysis to see the motivation behind the discontinuation of the SportTouring and SuperSport lines. While America may have slightly different numbers, it's clear Superbikes, Monsters and the emerging Multistrada / Hypermotard have greater market impact. What's not included in this analysis, or at least not specified are Ducati's "niche" bikes, the SportClassic series specifically, and the Desmosedici RR. Both of these are relatively irrelevant in terms of market analysis, they both serve to utilize existing production capabilities (in either street or Corse production lines), and provide immense buzz in the press, easily demonstrating their value.
One thing of note in the Market Overview was the mention that Superbike segment has dropped in favor of Naked bike segments, and the market is expected to show growth in the Naked segment and Dual sub segments.
I wonder why there are so many various monsters, and how the Hypermotard has been so successful? :-) Hopefully this is a sign of things to come, extremely refined, high "fun-factor" bikes that are not only fun to ride, but useful and utilitarian. Another reason for Ducati to be interested in "Naked / Dual Purpose" bikes? Production costs. Tooling required to modify existing chassis from a Hypermotard to a Multistrada... are much more cost-effective than modifying a Superbike to a Sport Tourer....
At the conclusion of the Market Overview, the Strategic Plan continues to "relaunch" the Brand and restore the "Customer Acquisition Model." This entails products focused on high-margin models with significant changes in design, quality, performance and profit. They will continue branding, distribution, marketing and the Corse element independently of market-driven production; focus will be centered on improving quality across the board and providing "value" in high-margin segments.
You need look no further than the fit, finish, design and instrumentation / components that adorn the latest offerings from Ducati. The 1098 bristles with technology, the paint is deeper and more lustrous than many models in recent history while the new Monster exudes performance and technical evolution.
There are however, downsides to this approach. With a focus returning to high-margin, high quality products, Ducati's product development will be more focused, meaning less models. There will also be fewer (if any other than the Monster) "entry level" Ducati's. So long are the M620's, Multistrada 620's, SuperSport 620's and the like from days gone by. It also appears that unless a Super-dooper Sport Touring bike is called for or demanded for, Ducati will not be looking to reintroduce the SuperSport or SportTouring series anytime soon. For me, this is a giant shame, as I hold out for the possibility of a bike that is more akin to the carburetted SuperSports from the mid'90's with the potential to accessorize into a Sport Touring capable bike. Unfortunately this seems unlikely, but it makes sense.
There are also a few "enthusiasts" who have pointed out the fallacy of a wet clutch fitted to the 848, and while I consider myself to be a purist, I also appreciate innovation. The wet clutch isn't exactly innovative as it has been used for many years, but for Ducati to take this approach on a Superbike after implementing a wet clutch on the 2-valve 800cc air-cooled motor shows a comittment to improving performance, lowering cost of ownership and increasing reliability across the board. While a dry clutch has higher torque ratings and quicker changes which make it well suited for the 1098 and 1198R, a wet clutch on the 848 is lighter, more reliable, and should prove more durable. I will be interested to see if it is the "semi-slipping" clutch as installed on the 800cc desmodue engine. I for one, hope it is!
Ducati simply cannot be all things to all people. If it weren't for the successes of the Monster spin-offs (Hypermotard, Multistrada), it would make very little sense for Ducati to build anything other than Superbikes and Naked bikes. The bottom line is a Monster is and always will be the "Ducati for the people," and the Superbike will continue to fuel the company's mission, focus, and development. I expect to see big things from Ducati in this regard, and we've already seen the first steps with the 1098 and the new Monster 696.
It does seem they have taken the approach for a customizable and modular design with the new Monster, which should help people tweak it to fit their needs, wants and personality. I think this will guide the Monster through it's new phase as the "New" Monster.
As for the Superbikes, the 1098 and now the 1198R and 848 are truly ground-breaking machines that capture everything a Ducati has been, is, and will continue to be. Stunning design, technological innovation, and thrilling performance. I for one am glad to see this, and it is a sign that all things are alive and well in Bologna!
Until next time,
Forza Ducati!
