The London Bike Shed Show is growing in importance, as confirmed by the recent launch of two Ducati Scrambler concept models at the event (see BDN July) – reports Alan Dowds.
Ducati UK, MD Fabrizio Cazzoli (above), was at the show, and I grabbed him for an update on how sales have been. First, though, I asked him about the Bike Shed Show and its importance to Ducati. “We’ve not been able to participate over the past few years; now we have a reason to be here with our concept models. It’s not just a motorcycle show it is an experience. The NEC show is one thing, but this is completely different. It’s a lifestyle event, a cultural event.”
Back to the daily grind and Cazzoli sounded a cautionary note, echoing some widely heard thoughts about the market at the start of this season. “I have to admit, it’s been a tougher year than we’ve had in the past. I believe that the increased cost of living has consequences for us, but on top of that, we all know the weather hasn’t been the best. Looking at the statistics, we have noticed that the number of orders we take during the few sunny days that we have had is five times higher than those on a rainy day. Selling motorcycles is a bit like farming; it’s weather dependent.
“It hasn’t been one of our best years so far. We know we can’t do much about the weather, but we are still in a solid position.”
Cazzoli is also seeing a mixed picture about the wider economy: “Inflation is down, but other headwinds are still in play. Looking at interest rates, they are still high, and this is affecting business. We appreciate that a motorcycle is not a necessity, and customers prioritise their purchasing, and now they are waiting a little bit longer.”
It’s fair to say that Ducati’s product range is the best it’s ever been, with the new 698 single-cylinder platform and some cracking bikes, like the DesertX and Multistrada models in the burgeoning adventure sector. Cazzoli agrees. “We are very happy with our product range. We are lucky because we have a good spread of product. Our top seller is the Multistrada family, but all the other models are performing well.
We are very happy with our product range. We are lucky because we have a good spread of product
“Our biggest new bike is the Hypermotard 698, which is in very short supply; unfortunately, we’d like to produce more. We are getting a great response from the media and from demo rides.”
Cazzoli added that Ducati’s high-quality product range is now being reflected in its dealer network. “We are working with the dealer network on a continuous improvement path. I admit we are quite demanding with our dealer network, and I really have to be thankful to them because they try their best to follow our path to the future. I always say they are lucky to be dealing with an exceptional brand that, through a lot of investment in R&D, produces astonishing motorcycles. Our racing results underline our passion”.
He recognises the difficulties dealers are experiencing. “I also have to say that dealers do not have an easy life because the cost of running a business is growing quite dramatically. In a way, we are kind of fortunate because our price positioning is relatively high, so our dealers are doing quite well in terms of revenues. However, they have to battle continuously rising costs, making business extremely difficult. So, we have to work together. It’s not easy, but we have to do it.
“We have an obligation to our customers. It is the same rule for us and our dealers, which is to provide the best service. It’s not a choice. We can do it, let’s go ahead and do it together. If we cannot, then we have to decide what we want to do in the future.”