Ducati is investing millions to stay ahead, and China’s motorcycle industry may be the reason
Ducati is putting serious money into its future at a time when Chinese motorcycle manufacturers are becoming increasingly difficult to ignore.
Just recently, the Italian motorcycle maker secured approval for a EUR 121 million (roughly PHP 8.5 billion) investment program focused on research, development and technological innovation. Dubbed as “Ducati Raise the Bar,” the initiative allocates more than EUR 99 million to industrial research and experimental development.
The goal is to develop new technologies, broaden Ducati’s product lineup and improve its manufacturing processes.
Ducati won’t be shelling this out of pocket alone. Italy’s Ministry of Enterprises and Made in Italy has approved a EUR 33.5 million (roughly PHP 2.3 billion) non-repayable grant to support the project, citing its importance to the country’s motorcycle industry and the Emilia-Romagna region, better known as Italy’s Motor Valley. It’s a sizeable investment, and it comes as the motorcycle industry faces growing competition from China.
Brands like CFMOTO, QJMotor, KOVE and ZXMoto are no longer winning customers on price alone. Their latest models offer features, electronics and performance that would have been hard to imagine from Chinese manufacturers just a few years ago. Many of them have also gained a foothold in the Philippine market, particularly in the middleweight and adventure segments.
Ducati CEO, Claudio Domenicali, has previously acknowledged the rapid progress made by Chinese motorcycle manufacturers. While Ducati’s latest announcement makes no mention of China, it’s difficult to separate this investment from the increasingly competitive market the company is operating in.
Despite that, Ducati isn’t changing its direction, as the company’s program will focus on developing new technologies, expanding its model range and improving production efficiency. Ducati also expects the project to strengthen technical expertise within the company, while creating opportunities for its suppliers and the wider Italian motorcycle industry.
Riders won’t see the results overnight. Research and development projects often take years before they reach production bikes. When they do, the next generation of Ducatis could arrive with more advanced electronics, better rider aids, new engine technologies and improved manufacturing techniques, and maybe some models at a more competitive pricing.
