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Editor@RubberMag.com |
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 Ducati
Motor Holding Arrives In China
Long-term partnership agreement
announced with important Chinese company on the eve of the Grand
Prix of China.
On the eve of motorcycle racing's first-ever grand prix in China,
Ducati Motor Holding S.p.A (NYSE: DMH, Borsa Italiana S.p.A:
DMH) wishes to announce its arrival in that market. The news
was announced in Shanghai by Federico Minoli, Chairman and CEO
of Ducati, during a meeting with the international press present
at the Chinese round of the World MotoGP championship, and in
the presence of Ducati Marlboro Team riders, Loris Capirossi
and Carlos Checa, a delegation from the Emilia-Romagna regional
authorities and with the support of Shell Advance, Ducati's technical
partner in sporting as well as production activities, and with
the on-site consultancy of 'Nuovo Mondo International'.
For its arrival in China, the Italian manufacturer, based in
Borgo Panigale, Bologna, has reached a long-term partnership
agreement with Three on The Bund, represented by Mr Handel Lee,
a successful Chinese entrepreneur in the field of large-scale
retail trade, who is also a great fan of Ducati.
The marketing strategy drawn up for Ducati's entry into this
market will evolve in three precise ways. The first regards the
importation of motorbikes, accessories and spare parts into China.
This will involve the opening of two stores, one in Beijing and
the other in Shanghai, which will import Ducati bikes directly
from Italy. Prestigious, expensive, high-performance motorbikes
belong to a sector which in China is yet to take off but it is
an area that offers major potential growth. Ducati is therefore
banking on the exclusive and Italian nature of its bikes and
on the particular features of its products to enter into this
important market, following a strategy that has already been
traced by other important Italian companies, Ferrari first and
foremost.
The other aspect on which Ducati is concentrating energies and
resources is clothing distribution, with an agreement that is
already in place with Three on The Bund Retail. The company has
opened up a store in Shanghai, which is achieving great success
with the sale of Ducati clothing and which has enabled the Italian
brand to spread its name in China before the arrival of its bikes.
The third strategy aspect is the development of the Ducati brand,
which will follow the history of this Italian manufacturer, that
is through racing. Ducati is the only Italian manufacturer present
in MotoGP, and it is through participation in this championship
and in this first-ever Grand Prix of China, that Ducati will
organise two riding schools in circuits, one in Beijing and one
in Shanghai, where the bikes will also be available for Chinese
fans who wish to experience all the excitement of riding the
twin-cylinder Italian machines.
"In China we are certain to start off in the right way"
declared Federico Minoli, Chairman and CEO of Ducati Motor Holding.
"We are starting with racing, because all of our activities
and products are born on the track. From here we will create
the riding schools, because it is only by developing a passion
for these esoteric and special bikes that the market can then
follow us."
"The passion that I have for this glorious marque"
added Handel Lee, Chairman of Three on The Bund, "is both
a source of pride and a stimulation to promote and develop Ducati's
entry into the Chinese market. I am honoured by this partnership
and I am sure that Ducati will also have a great future in this
country."
Carlo Alberto del Mastro, Shell Global Motorcycle Oil Brand and
Sponsorship Manager: 'For Shell, China is a very important country
- and to be able to accompany Ducati with their first steps in
to this market is a fantastic opportunity. Just like Ducati,
we test our products on the race track and then, once they have
been proven in the toughest environment - MotoGP, we use the
technology in our production Shell Advance motorcycle oil. This
means you get more life from your bike with Shell Advance and
Ducati.
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