In a move that signals Ducati’s strategic focus on the Australian and New Zealand markets, the iconic Italian motorcycle manufacturer is set to establish a fully-owned subsidiary in the region, effectively ending its 55-year partnership with the current distributor, NF Importers. This bold decision raises the intriguing question: Who will be calling the shots for Ducati in Australia and New Zealand going forward?
Key Takeaways
- Ducati is establishing a wholly-owned subsidiary in Australia and New Zealand, replacing its long-standing partnership with NF Importers.
- The new subsidiary will be led by Sergi Canovas, an experienced industry executive who previously positioned Ducati as the most premium and desired brand in the Indian market.
- Ducati considers Australia and New Zealand as key strategic markets, aiming to enhance its presence and fuel the passion of Ducatisti (Ducati enthusiasts) in the region.
- The move signals Ducati’s commitment to directly control its brand and customer experience in these important markets.
- NF Importers, the current distributor, will maintain a relationship with Ducati through its four directly-owned dealerships in Australia.
Ducati Establishes Fully-Owned Subsidiary in Australia and New Zealand
In a significant move, Ducati has announced the establishment of a fully-owned subsidiary in Australia and New Zealand, replacing the previous private ownership structure. This strategic decision comes after a remarkable 55-year partnership with NF Importers, the Sydney-based distributor who has been responsible for distributing Ducati motorcycles in Australia since 1964.
Ending 55-Year Partnership with NF Importers
The new business structure will come into effect on April 1, 2020, marking the end of Ducati’s long-standing relationship with NF Importers. However, the Sydney-based distributor will maintain its connection with the parent company through its four directly owned Ducati dealerships.
New Managing Director: Sergi Canovas
The new Ducati subsidiary in Australia and New Zealand will be led by Sergi Canovas, who has successfully positioned Ducati as the most premium and desired motorcycle brand in the Indian market over the last three years.
This decision to establish a fully-owned subsidiary reflects Ducati’s long-term commitment to the Australian and New Zealand markets, spanning a five-year plan. By taking direct control, the company aims to enhance customer communication, responsiveness, and a deeper understanding of local needs, leading to quicker actions and improved customer satisfaction.
Sergi Canovas: The New Boss of Ducati Australia
Sergi Canovas, the newly appointed Managing Director of Ducati’s fully-owned subsidiary in Australia and New Zealand, brings a wealth of experience and a deep passion for motorcycling to his new role. Canovas has a long history with the industry, having started riding Bultaco Sherpa motorcycles with his father from a young age.
Passion for Motorcycling and Racing
Canovas’ love for motorcycles extends beyond just riding; he is also an avid racing enthusiast, with a particular fondness for the thrilling 500cc MotoGP category. His favorite rider was the legendary Kevin Schwantz, a true icon of the sport.
Canovas’ passion for motorcycling and racing is evident in his vision for Ducati’s future in Australia and New Zealand. As the New Ducati Australia managing director, he sees these markets as a “special” opportunity for the brand, given its strong racing history with Australian riders like Troy Bayliss and Casey Stoner.
Vision for Ducati in Australia and New Zealand
Sergi Canovas Ducati Australia plans to enhance the customer experience and satisfaction by bringing Ducati’s popular experiential activities, such as the Ducati Riding Experience (DRE), to the local market. His Sergi Canovas vision for Ducati Australia is to further strengthen the brand’s connection with its passionate fans and customers, solidifying Ducati’s position as a premium and aspirational motorcycle marque in the region.
With Sergi Canovas’ background in the industry and his deep Sergi Canovas motorcycling passion, the future of Ducati in Australia and New Zealand looks bright under his leadership.
Ducati’s Historic Ties with Australian Riders
Ducati has a long and storied history with Australian motorcycle racing. Many of the brand’s most celebrated champions have hailed from the land Down Under, including the legendary Troy Bayliss, a three-time World Superbike Champion, and Casey Stoner, who clinched the 2007 MotoGP title for the Marlboro Ducati factory team.
The Italian manufacturer sees Australia as a “special market” due to this deep-rooted connection. As Ducati’s CEO Claudio Domenicalli has noted, whenever the company discusses Australia at their Bologna headquarters, everyone wants to be posted there. The brand’s loyal Australian customer base and their appreciation for limited edition and high-performance Ducati models make the market strategically important for the company.
Ducati’s partnership with the DesmoSport Ducati team for the 2020 Australian Superbike Championship Season further solidifies this bond. The team, which has had a close relationship with Ducati since 2016, will defend their title on board the Ducati Panigale V4 R, showcasing the brand’s continued commitment to Australian motorcycle racing.
The appreciation for Ducati’s racing heritage in Australia is further evidenced by the high value placed on the brand’s iconic MotoGP machines. For example, the ex-Casey Stoner Ducati 2007 MotoGP GP7 Desmosedici is estimated to sell for £350,000 – £400,000, while the ex-Loris Capirossi Ducati 2003 MotoGP GP3 Desmosedici is valued at £250,000 – £300,000. These figures underscore the enduring passion of Ducati’s Australian customer base for the brand’s racing legacy.
As Ducati continues to strengthen its presence in the Australian market, the company’s deep ties with local riders and their unwavering support will undoubtedly play a crucial role in shaping the brand’s future success in this strategic market.
Ducati’s Premium Market Position in Australia
Ducati has long held a strong premium market position in Australia, with its customers in the country and New Zealand widely recognized as “very evolved” and knowledgeable enthusiasts. These discerning buyers have a deep appreciation for Ducati’s limited edition and high-performance models, which embody the brand’s style, sophistication, and uncompromising performance.
Despite fluctuations in the overall motorcycle market, Ducati’s premium segment has remained robust in Australia. The company sees significant opportunities to further grow its market share among this passionate customer base that values the Ducati experience. With a focus on delivering exceptional customer satisfaction, Ducati aims to solidify its standing as a premium, aspirational brand in the Australian market.
| Key Ducati Statistics in Australia | 2019 Performance |
|---|---|
| Ducati Australia Sales | 1,368 units (slight decrease from previous year) |
| Top-Selling Ducati Models |
|
| Ducati’s Global Performance | 53,183 bikes delivered globally (slightly surpassing 2018) |
Ducati’s premium positioning in Australia is further reinforced by its focus on delivering exceptional customer experiences. The company invests heavily in dealer training and ensuring consistency with its brand values, creating a seamless and desirable Ducati ownership experience for its discerning customers.
As Ducati continues to evolve its product lineup and expand its dealer network in Australia, the company remains committed to maintaining its premium, aspirational brand image and catering to the needs of its passionate customer base in the country.
Enhancing Customer Experience and Satisfaction
With the establishment of its fully-owned subsidiary in Australia and New Zealand, Ducati is focused on elevating the customer experience and satisfaction levels in the market. A crucial aspect of this strategy is the company’s emphasis on dealer training to ensure the dealer network is well-versed in Ducati’s products and brand values.
Focus on Dealer Training and Brand Values
Sergi Canovas, the new Managing Director of Ducati Australia and New Zealand, has emphasized that the in-dealership experience must be consistent with Ducati’s brand identity of style, sophistication, performance, and trust. Comprehensive dealer training is paramount to achieve this goal, as the dealer network plays a pivotal role in shaping the customer’s perception and journey with the Ducati brand.
Ducati’s collaboration with technology partners like SAP and Lenovo further highlights the company’s commitment to innovation and improving the customer experience. This strategic partnership aims to digitalize processes, enhance supply chain integration, and provide real-time data access for Ducati engineers, ultimately enhancing the brand’s performance and customer satisfaction.
By investing in dealer training and leveraging cutting-edge technology, Ducati is poised to deliver a premium and consistent customer experience that aligns with its brand values in the Australian and New Zealand markets.
“The in-dealership experience should be consistent with Ducati’s brand identity, as this is crucial for customers who are attracted to the brand.”
– Sergi Canovas, Managing Director of Ducati Australia and New Zealand
Product Lineup: Streetfighter V4 and Multistrada V4
As Ducati strengthens its presence in Australia, the renowned Italian motorcycle manufacturer is focusing on launching some of its latest high-performance models in the market. Two of the most eagerly anticipated additions to the Ducati lineup in Australia and New Zealand are the Ducati Streetfighter V4 and the upcoming Ducati Multistrada V4.
The Streetfighter V4 has already created a buzz among Ducati enthusiasts in Australia, with the model garnering significant interest and orders since its introduction. Powered by Ducati’s renowned V4 engine, the Streetfighter V4 delivers exceptional performance and adrenaline-fueled riding experiences, making it a highly desirable offering in the high-performance motorcycle segment.
Complementing the Streetfighter V4, Ducati is also set to introduce the Multistrada V4 in the Australian and New Zealand markets. This versatile and technologically advanced adventure motorcycle, featuring Ducati’s powerful V4 engine, is expected to be a strategic model for the brand in the coming years, appealing to a wide range of riders seeking a premium, high-performance motorcycle.
Ducati is confident that these new cutting-edge models will resonate with the knowledgeable and discerning Australian customer base, who have a deep appreciation for the brand’s rich heritage, engineering excellence, and commitment to delivering some of the world’s most desirable high-performance motorcycles.
“The introduction of the Streetfighter V4 and the upcoming Multistrada V4 demonstrates Ducati’s unwavering dedication to delivering the ultimate riding experience to our customers in Australia and New Zealand,” said Sergi Canovas, the Managing Director of Ducati Australia and New Zealand.
Who owns Ducati Australia?
Ducati, the iconic Italian motorcycle manufacturer, has established a fully-owned subsidiary to operate its business in Australia and New Zealand. This move replaces the previous 55-year partnership with the Sydney-based NF Importers, allowing Ducati to be more closely connected to its Australian customers and respond more quickly to their needs and preferences.
The new Ducati subsidiary in Australia and New Zealand will be led by Sergi Canovas, who previously served as the Managing Director for Ducati in India. Canovas, also known as ‘Sergi,’ has been working in Asia since 2013, starting with Piaggio in Jakarta and then moving to Ducati in India before taking on this new role in Australia.
Ducati’s presence in Australia and New Zealand is considered strategically important by the company, as the market and the brand share a strong link through racing champions like Troy Bayliss and Casey Stoner. The Australian market is a large one with a concentrated population, and Ducati currently covers approximately 90% of the market adequately.
| Key Ducati Facts in Australia | Details |
|---|---|
| Ducati Subsidiary in Australia | Ducati has established a fully-owned subsidiary to manage distribution in Australia and New Zealand, replacing a 55-year partnership with NF Importers. |
| New Managing Director | Sergi Canovas, who previously served as the Managing Director for Ducati in India, will lead the new Ducati subsidiary in Australia and New Zealand. |
| Ducati’s Presence in Australia | Australia and New Zealand have consistently been one of the highest achieving markets for Ducati in terms of market share. Ducati currently covers approximately 90% of the Australian market. |
| Dealer Network | There are currently 24 Ducati dealerships in Australia covering the entire continent as well as New Zealand. |
Ducati’s transition to a fully-owned subsidiary in Australia and New Zealand aims to enhance the brand’s market presence and customer experience in these important markets. With Sergi Canovas at the helm, Ducati is poised to further strengthen its position and connection with the passionate Australian and New Zealand motorcycle enthusiasts.
Expansion of Dealer Network and Integration with Audi/Volkswagen
Ducati is actively expanding its dealer network in Australia and New Zealand, leveraging strategic partnerships to enhance the customer experience. The company recently welcomed Solitaire Automotive Group as the latest addition to its dealer network, expanding Ducati’s national presence.
One such integration is Ducati Adelaide, the first Audi-integrated format in Australia, located within the Audi Solitaire showroom. This synergistic approach allows Ducati to leverage Audi’s established dealer network and provide customers with a seamless, premium experience.
As part of the Volkswagen Group, which acquired Ducati in 2012, the Italian motorcycle manufacturer has been exploring ways to integrate its brand with Audi dealerships in other markets. In Australia, Ducati is evaluating similar opportunities to expand its reach and capitalize on shared resources and expertise.
| Key Facts | Details |
|---|---|
| Solitaire Automotive Group | Became the latest dealer group to join Ducati, expanding the brand’s national presence in Australia. |
| Ducati Adelaide | The first Audi-integrated format in Australia, located within the Audi Solitaire showroom. |
| Ducati’s Ownership | Owned by Audi, part of the Volkswagen Group, since 2012. |
| Solitaire Automotive Group | Opened in 1971, representing prestigious British and European automotive marques. |
| Ducati Adelaide Offerings | Offers the full range of Ducati motorcycles, apparel, and accessories. |
Ducati’s focus on expanding its dealer network and integrating with Audi/Volkswagen dealerships in Australia aims to provide customers with a seamless and enhanced Ducati customer experience. By leveraging synergies and shared resources, the company seeks to strengthen its market presence and cater to the growing demand for its premium motorcycles in the region.
Learner-Approved Motorcycle Plans
Ducati is actively expanding its product range in Australia to cater to the growing demand for Ducati learner-approved motorcycles. The iconic Italian motorcycle brand recognizes the importance of the learner-approved segment as an entry point for new riders to experience the Ducati brand.
Currently, the Ducati Monster 659 is the only learner-approved model offered by the company in the Australian market. However, Sergi Canovas, the newly appointed Managing Director of Ducati Australia and New Zealand, has indicated that the company is discussing the possibility of introducing additional Ducati entry-level bikes to this segment.
Expanding into the learner-approved motorcycle category could prove to be a strategic move for Ducati expanding product range Australia, allowing the brand to attract new riders and provide them with a pathway to progress to the company’s higher-performance models over time. This aligns with Ducati’s vision of Ducati growing customer base Australia and offering a diverse range of motorcycles to suit the preferences and skill levels of riders.
“We are actively discussing the possibility of introducing additional learner-approved models to the Australian market. This will help us to cater to a wider range of riders and provide them with an accessible entry point into the Ducati brand.”
By diversifying its product lineup to include more Ducati learner-approved motorcycles, the company aims to attract a new generation of enthusiasts and solidify its position as a premium motorcycle brand in the Australian market.
Customer Loyalty and Brand Experience
At Ducati, fostering strong customer loyalty and providing unique brand experiences are paramount to the company’s success in the Australian and New Zealand markets. Sergi Canovas, the new Managing Director of Ducati Australia and New Zealand, emphasizes the importance of creating emotional connections with Ducati enthusiasts and giving them the opportunity to fully immerse themselves in the Ducati lifestyle.
To achieve this, Ducati plans to implement a variety of experiential activities under its Ducati Riding Experience (DRE) program. These initiatives include track days, tours, and off-road academies, all designed to provide customers with unforgettable Ducati brand experiences that go beyond just purchasing a motorcycle.
By fostering this deep level of customer engagement, Ducati aims to cultivate a loyal and passionate fan base in Australia and New Zealand. The company believes that creating these emotional connections and allowing customers to fully embrace the Ducati brand will be a key driver of its success in the region.
“Creating emotional connections and giving customers the opportunity to fully immerse themselves in the Ducati lifestyle will be a major focus in the Australian and New Zealand markets,” said Sergi Canovas, the new Managing Director of Ducati Australia and New Zealand.
With its commitment to Ducati customer loyalty and delivering exceptional brand experiences, the company is poised to strengthen its position in the Australian and New Zealand motorcycle markets, further solidifying its reputation as a premium and aspirational brand.
Future of Ducati in a Changing Motorcycle Industry
As the motorcycle industry evolves, Ducati, the iconic Italian brand, is closely monitoring the changing trends and strategizing its future in the Australian and New Zealand markets. While Ducati remains committed to its premium, high-performance DNA, the company acknowledges the potential shift towards smaller-displacement and more affordable models, as well as the rise of electric powertrains.
According to Sergi Canovas, the Managing Director of Ducati in Australia and New Zealand, the focus for the brand will be on continuing to offer the most cutting-edge, technologically advanced, and safest motorcycles to its discerning customer base, rather than pursuing a mass-market strategy. Ducati’s future strategy in Australia is to capitalize on its strong reputation for innovation and customer experience.
Ducati’s response to industry changes in Australia has been evident in its recent product launches and dealer network expansion. The company is set to release the DesertX, its first venture into the mid-capacity adventure bike market, catering to the growing demand for versatile and off-road-capable machines. Additionally, Ducati has focused on enhancing the off-road capabilities of its Multistrada models to appeal to the adventure-oriented customers in the region.
To further strengthen its Ducati innovation in Australia, the company has involved industry experts, such as Nick Selleck, as ‘Product Genius’ for the Multistrada and DesertX models. This strategic move aims to ensure that Ducati’s products cater to the unique needs and preferences of adventure riders in Australia and New Zealand.
As Ducati continues to navigate the changing landscape of the motorcycle industry, its commitment to delivering exceptional customer experiences and Ducati technology in Australia remains unwavering. With a focus on dealer network expansion, state-of-the-art facilities, and a continued emphasis on innovation, Ducati is well-positioned to maintain its premium market position and cater to the evolving needs of its discerning Australian and New Zealand customers.
Conclusion
Ducati’s decision to establish a fully-owned subsidiary in Australia and New Zealand represents a strategic move to strengthen the brand’s presence and connection with its customers in these important markets. Under the leadership of the new Managing Director, Sergi Canovas, Ducati aims to enhance the customer experience, expand its dealer network, and introduce its latest high-performance models like the Streetfighter V4 and Multistrada V4.
While Ducati has seen ownership changes over the years, the brand remains committed to its premium identity and passion for motorcycling. Leveraging its historic ties with Australian riders, Ducati is well-positioned to solidify its position in the country, catering to the growing demand for its iconic models like the Panigale V2 and Multistrada V4.
As the motorcycle industry continues to evolve, Ducati’s future plans in Australia and New Zealand will focus on adapting to changing market dynamics while staying true to its core values of performance, innovation, and delivering an exceptional brand experience to its loyal customers. With its strategic investments and strong leadership, Ducati is poised to further cement its status as a leading premium motorcycle manufacturer in the Australian market.