Ducati's Deal with the Devil: A Business Case for the Diavel

[miloVanMultistrada]

A very interesting article that looks at the evolution of the Ducati model line up, and why they are making the Diavel, and the Multistrada:

Ducati’s Deal with the Devil: A Business Case for the Diavel

If you had told me a few years ago that Ducati would build a cruiser-segment motorcycle, I probably would have called you a couple cylinders short of a v-twin. Up until recently, mentioning the thought of the Bologna brand chasing after Harley-Davidson riders would have invited fisticuffs in most Italian motorcycle cafés. And even despite the launch of the Ducati Diavel, you can start a heated debate among loyal Ducatisti by bringing up Italy’s latest power cruiser.

Make no mistake, the 2011 Ducati Diavel is a controversial motorcycle…and that’s putting things lightly (at worst it’s a complete dilution of the Ducati brand). If the Diavel is Ducati’s deal with the Devil, then let me play the Devil’s advocate for a moment, and put forth the business case about why this motorcycle had to be built, and what it means to the Ducati brand — minus the pandering to the Ducati faithful.
It’s easy to hate the Diavel before it even hits the streets (we’ll get to the actual ride report a bit later in another piece). The idea of a Ducati power cruiser is offensive to many, and that sentiment is easy to capitalize on when searching for headlines, clicks, buzz, or whatever metric you’re trying to boost. That’s not to say that the push-back leading up to the Diavel was unwarranted, just perhaps “overly passionate” under the best of light.

The truth of the matter is that Ducati is doing something that very few brands in the motorcycle industry are willing to do: change...

http://www.asphaltandrubber.com/oped/ducati-diavel-business-case/

 

[GaryO]

Its easy to say change is always good but the Diavel was purely a business decision to boost sales in the US in my opinion.

I guess the european sales figures will speak for themselves. It won't stop me hating this abomination of a motorcycle with a passion , but no doubt Ducati will reap the rewards from its deal with the devil

 

[Chiz]

Its easy to say change is always good but the Diavel was purely a business decision to boost sales in the US in my opinion.

I guess the european sales figures will speak for themselves. It won't stop me hating this abomination of a motorcycle with a passion , but no doubt Ducati will reap the rewards from its deal with the devil

GAry:- I thought the same till I saw it. It is not my cup of tea right now, but when I retire in a few years time I could easily see myself on a nice red coloured version, with the gloss black wheel rims & the stubby Termis cracking through the Alps.
It certainly looks really cool when you see it up close. DG tells me it handle like a sports bike as well.
Good move by Ducati ITS SELLING LIKE HOT CAKES.

 

[GaryO]

I saw one and sat on it in JHP and sorry its still an bloody eyesore . When I go through the Alps it will be on a Pikes Peak Multistrada (just signed on the dotted line) not one of those monstrosities. Handles like a sports bike ? Hmmmmm

Personally I fail to see why its a good move ? But each to his own

 

[miloVanMultistrada]

Its easy to say change is always good but the Diavel was purely a business decision to boost sales in the US in my opinion.

I guess the european sales figures will speak for themselves. It won't stop me hating this abomination of a motorcycle with a passion , but no doubt Ducati will reap the rewards from its deal with the devil

I think that's what the article is saying - Ducati is a business and a business, above all else, needs to make money. There is a limited market for Superbikes, and by making a bigger range of products they can sell to more people.

Even if someone hates the Diavel / Mutistrada / Hypermotard, etc. surely having a healthy Ducati that has the money to continue with R&D for the Superbikes and also possibly take risks with niche models in future is a good thing all round?

 

[GaryO]

If the latest Ducati business model lends itself for more superbike R&D and to possibly take risks then i would agree.

As a passionate owner I can't help but feel the the bean counters are winning and the brand is being diluted to the point where its becoming damaged. I hope I am very wrong.

 

[gordj65]

If the latest Ducati business model lends itself for more superbike R&D and to possibly take risks then i would agree.

As a passionate owner I can't help but feel the the bean counters are winning and the brand is being diluted to the point where its becoming damaged. I hope I am very wrong.

i cant say the brand is being diluted, i'd think of it more as evolving. remember ducati has not always been about big engined superbikes. In reality that only applies for at most a half of its lifespan. I like the fact that Ducati are taking calculated steps in increasing their market share, while payiing attention to their small manufacturing facilities. the money from all those diavels , multistradas etc will go back to the development of sports bikes and other machinery yet to be introduced. Personally i hope they bring something out again in the 900ss mould