Premium bike retailer Lind Group, has switched its Watford dealership from Harley-Davidson to Ducati, effective from the end of October. In an announcement on its website, the firm confirmed the closure of the Harley dealership, with owners being directed to its Newmarket Harley-Davidson outlet instead. The firm’s Guildford Harley store remains open.
A parallel announcement outlines plans for a Ducati North London store at the Watford site, set to open in early 2025. This will further expand the Italian brand’s network not long after the launch of Vertu’s Ducati Sunderland store (October BDN).
Ducati says the new dealership will offer the full Ducati and Scrambler new bike range, alongside parts, accessories, servicing and Ducati Approved used machines. The existing building will be rebuilt over winter, and will include a new purpose-built service reception area. It will be the first Ducati outlet for Lind, the franchise joining its existing BMW, Harley and Triumph franchises.
Lind’s Russ Dacre said: “We are extremely excited to welcome Ducati to the family. We are looking forward to the opportunity of working with a hugely popular manufacturer with such an inspiring heritage. We’re particularly looking forward to providing an outstanding experience to a new customer base, and the team are learning all about the new brand and the impressive product range. The opening of Ducati North London aligns with our strategy to grow with the key premium motorcycle brands in the UK.”
Fabrizio Cazzoli, MD of Ducati UK, said: “Ducati’s strategic strengthening of its distribution network continues. It is a long process, but we are working for success, not only focusing on the immediate but looking at the long term. We are very pleased to announce this new opening as well as the new partnership with one of the most successful retailers in the country, Lind Group. London is a strategic market, both for its positioning and for its sales potential. I’m sure Lind’s retail experience in the area will be instrumental for Ducati’s growth.”