Ducati, bespoke manufacturer of high performance motorcycles had created ripples when it entered the Indian market back in 2008 with a slew of fast and exotic products. Indian enthusiasts who had long awaited the brand and the lifestyle it embodied were ecstatic since they could finally indulge in their fantasies of buying a motorcycle from such a hallowed marque.
The Monsters & the Multistradas along with the Panigales & Hyperstradas were finally here. Speed, comfort & luxury were now instantly available for the discerning Indian biker. However as all such things mostly go, Ducati were majorly let down by their chosen partner in India, Precision Motor. It is quite well known that things weren’t exactly on an even keel with the distributors failing to hold up their end of the deal. Poor sales support, lack of dedicated & quality after sales and service are well documented issues with many customers venting it out on public forums.
And rightly so; imagine spending lakhs of rupees on a good product renowned throughout the world only to be let down by poor service. As a result Ducati has ended up losing a major chunk of the market share in India and sales have slowed down to the halt over the last few months. All is not lost however. Ducati has big plans for India, we might even call them grand plans.
Ducati is now aiming to enter the Indian market directly and is in the process of setting up its own network of dealers and service outlets. Till the time Ducati does not fully setup though, Precision Motor will continue to support existing Ducati customers, only this time Ducati will be paying close attention. Good news indeed since in a market currently emerging as an enthusiast’s market, a company owned and supported network might certainly help to gain a strong hold on the large capacity performance bike sector.
Comparative products from Suzuki, Yamaha, Aprilia et-al still have limited support. A pan India dealer & service network can definitely help Ducati put the customer’s mind at ease & rebuild burnt bridges. To quote Ducati Vice President Sales and Marketing Cristiano Silei –
We consider India an extremely important part of Ducati’s future global strategy and will strengthen our presence in the market with premium services and a larger network that will be in line with our global standards. Our entry into the Indian market is therefore a first step in this direction.
Let’s hope Ducati keeps the throttle held wide open and races to victory.