JKR

Ducati

Although consumers are more price sensitive than ever, Ducati remind us that innovative design earns a premium. It’s a lesson they learned the hard way, from the spur of competition.

As a luxury purchase, the high end of the motorcycle market is particularly open to new technology and Honda dominated the superbike market when they introduced their lightweight Fireblade in 1992.

With their backs to the wall, Ducati stunned the motorcycle world by responding with the 916, just two years later. It was a harmonious marriage of form and function, their characteristic v-twin engine shoehorned beneath a slim red faring, high level tailpipes poking out behind the seat. Voted Motorcycle of the Year, peerless handling and high torque gave Carl Fogarty (above) a World Championship in its first season.

Ducati quickly followed it with another radical concept - the ‘street-style’ Monster (above), with exposed trellis frame.

The commercial and critical success of these ground-breaking models proved that progressive design could compensate for an inherent disadvantage on cost.

Today, 7 Ducati models exist. Each is distinct, yet each shares a futuristic style.

Unlike Japanese bikes, which are hard to identify until you can see the logo, you recognise a Ducati from afar. Thanks to the characteristic sound of their thunderous engines, you even know them with your eyes closed.

By Andy Knowles, Chairman, jkr. For the full article, see this week's copy of Marketing magazine.