Following on from the "Ask the Boss" thread Tim kindly pulled together the major questions asked and has answered as follows. We hope you find the answers enjoyable, informative and give an insight on how Ducati UK works within the global Ducati organisation. Enjoy. ================================================================ What made you want to do a Q&A? At Ducati UK we regularly interact with customers in many formats but amongst them, there are a few of us who read the Ducati Forum. Since there are a lot of topics raised I thought I’d give the chance for people to ask questions. I’ve followed the ‘ask the boss’ post with interest and it appears that the questions fall generally into three sections; quality, product development and network/company. I hope people will understand that there are limits to what I can comment on and the level of detail I can go into. How did you find yourself MD of Ducati UK and any regrets? I answered a job advert! I was appointed National Sales Manager and offered the role of MD in 2005. I would not be so arrogant as to say that every decision I’ve made over the last 10 years has been right but overall I have no regrets. Which motorcycle company would you like to work for next (I hear KTM and Honda are doing well)? Why would I want to move from Ducati to another brand?! Apart from anything else I think we make the best, most desirable bikes of any manufacturer. And talking success, no manufacturer has out-performed Ducati in the UK over the last 8-10 years. What changes have you seen since you joined Ducati? I joined Ducati in 2001 and both the company and the market are much changed. In 2001, the Japanese “big 4” held more than 70% of the over 500cc market and now it is significantly under 50%. The Sports bike segment was dominant back then and the choice of motorcycle styles was much less. Motorcycling in total has seen decline and then, in the last couple of years, some bounce back which in part I think is down to more interesting product coming to market. Like it or not, it is also gaining an element of non-threatening “cool” versus the more macho “you have to be hard core” feeling it had back then. Ducati have changed enormously, but managed in many ways to retain the same DNA. Still built in Italy, still racing soul, still the most charismatic bikes on the market (in my opinion). Product Development Over the years we’ve seen the volume of product introductions and scale of technological development at Ducati increase considerably. I recall one model year where there were no new models – only colour change. Contrast that to now where 2016 model year has seen completely new XDiavel and Multistrada Enduro; plus 959 Panigale, Scrambler Sixty2, Scrambler Flat Track Pro, new Hypermotard/Hyperstrada and new Multistrada Pikes Peak. Plus, we have introduced colour changes on existing models. When does product development reach the point of being style over substance? I’ve also seen comments elsewhere that we are becoming too much a marketing company. As mentioned above, in 2001 our bike specifications were often considered to be less advanced than other manufacturers. Now, in many respects, we lead the way or are firm front-runners. If you consider our product development over the last 5-8 years it would be hard to say that our technical and product substance is lacking. As you would expect product development is based on forecasted market trends and the simple economics of development costs versus expected sales revenues. How much input does Ducati UK have in design and updates of bikes? There are regular product reviews as part of the National Sales Company meetings in which we have the opportunity to give input on market needs and expectations. Naturally fashions and needs change from one market to another so what suits in the UK might not suit globally. Is the ST coming back? We’ve been asked this question a few times over the 10 years since the ST left our line-up. The ST range was very popular with those that bought it but sales volumes were very low and that section of the market continues to be a very small section. In the UK, it would be a similar story for Streetfighter. Sadly, we cannot comment on future bikes and this would spoil the excitement of the announcements at the Milan show. Will you be bringing back Extended Warranty? We were very disappointed that changes in the FSA regulations necessitated the withdrawal of Ducati extended warranty in the UK. We have plans to launch a product just as soon as we can be sure we will meet FSA regulations and are working on it at the moment. Why do bikes only come in 2 or 3 colour choices when cars have many? With all the different models now on offer there is more complexity than ever and adding colour choices complicates the production process and dealer stocking. The volume of the car market is considerably higher and allows for more colour choice. Quality This is a broad subject with most of the work done at Ducati Motor Holding in Italy; we do monitor issues raised on this forum and have specifically requested some investigation into some of the items mentioned using feedback here and our own findings. This is normal business that happens behind the scenes of every automotive company. More formally we monitor in service quality based on feedback from dealers through the warranty system and the dealers also have the ability to directly input technical issues to the factory. At factory level we assess the issues raised and when necessary launch recalls and service bulletins. At Ducati UK level we also have technical managers who liaise with dealers on a day to day basis and feedback to the factory any issues we recognise of a technical or quality nature. These factors are considered during product development and as time goes on, so technical solutions improve some features such as fuel gauges and other items mentioned below. To answer some specific points raised: Back Brakes The braking characteristics of a bike forms part of the rideability equation of balance versus the engine braking characteristics of a v twin. As electronics play a more important part, including ABS and traction control, so the power and balance of braking controls alters over time. Fuel gauge accuracy on earlier Multistrada models The complexity of tank design has affected this in the past but product development has seen this feature improve over time. Workshop manuals In keeping with maintaining bikes within the warranty period at the dealerships, our dealers have the most up to date information along with the specialised tools and factory trained technicians. This allows all of us to make sure that bikes are maintained with the latest updates and information such as service bulletins and applicable recalls. For older models the information has to be manually transferred and as the demand is low there is a point where the material download is not available. Older model spares availability Parts are supplied up to 10 years from original production and items after this time may be supplied with an alternative but not original specification, however, some may become obsolete. It is largely down to the economics of supply and demand. Why do accessory catalogues give little information about the products? Catalogues are not technical manuals, they include certain necessary information such as luggage dimensions and relevant materials and there is usually an image – this information is also available on Official Site Ducati UK - Bikes, Equipment, Accessories, Racing, Company, Dealer We encourage dealers to display accessorised bikes to allow customers to see what they look like fitted to a bike. Network/Company There were several questions about location and the size of our dealer network. In order to invest in everything we ask of our dealer network such as bike stock, tools, training and showroom presentation, a dealer needs to be assured the territory assigned will support the expectation of sales volumes. We review the size and location of the dealer network and if there is a necessary business case we try and find the right dealer partner to appoint. For example, in the case of DMC Moto in Stoke an existing dealer opened a new branch. We do have expectations to appoint a dealer in North Scotland in the medium term. We don’t expect the size of the current UK dealer network to fundamentally change in the next 5 years. Will on-line bike sales be available in the future? We have no plans to launch on-line bike sales, which would under-value the dealer / customer contact which is vital and diminish the network. It would also not allow some of the necessary dealer services such as demonstrator bikes being available before purchase. There were some questions about Finance / Promotions Sales promotions whether they are subsidised finance, free equipment or similar cost money. Promotions are needed to support product sales where natural demand is low. However, when money is reinvested in product development and new models are introduced on regular basis there is less need for subsidised promotions. How can we/why is it not easier to contact Ducati? We always encourage customers to maintain their relationship with the dealer. The sales contract, whether for bikes, accessories or clothing is between the dealer and the customer and this personal contact should be respected wherever possible. In turn, the dealer can rely on the Ducati UK team for support when needed. There is a contact for Ducati customer services via the Ducati websites and all enquiries received by this central department are directed back to the Ducati UK for consideration and determining the best course of action. ================================================================ I'd also like to say that Tim has taken on board the forum feedback on quality. This has been fed back to Bologna and Tim is confident this will be looked at, but at this moment in time DUK are not in a position to give full answer on all of the questions that were raised. Tim and the whole team at Ducati UK would like to thank you for your understanding on this and for taking the time to ask him questions.
