In the bustling world of two-wheelers, a storm from the East is shaking up established traditions and hierarchies. Chinese brands, once relegated to the status of cheap copies of dubious quality, are now rising like mighty dragons, reshaping the market with unexpected force. Even industry titans like Ducati must recognize and adapt to this new paradigm.
Claudio DomenicaliCEO Ducati, thus highlights an inescapable reality: the motorcycle industry is undergoing a complete transformation, driven by Chinese brands. The latter, once synonymous with low-end products, are now serious competitors that are shaking up the historical players.
A clear sign of this mutation is the example of the Voge 900DSX, which has been dominating the sales rankings in Spain for several months. These successes reflect a change in the consumer, attracted by competitive prices and technical specifications that rival the big brands.
In an interview with Corriere di Bologna, Claudio DomenicaliCEO Ducati, recognizes this upheaval: “ We are faced with the entry of Chinese brands into the market: from QJ to Benelli and Morini. » These new players are redefining the rules of the game with aggressive prices and increasingly efficient products.
Ducati: a symbol that resists, but until when?
Faced with this competition, Ducati continues to focus on its unique brand image. Sundays insists that " Whoever buys a Ducati is not just buying a motorcycle, but an experience, a status symbol and an Italian tradition ».
Despite the sand, Ducati must also face challenges because if 2024 has been a positive year, it was not the one of the records. Ducati recorded nearly 60 sales, with a slight decline compared to the best years. Europe, and in particular Italy, remains a solid stronghold, but difficulties are emerging elsewhere.
Unlike the automotive industry, which has been heavily impacted by the electric transition, the motorcycle sector has maintained a certain stability. Domenicali points out that " the motorcycle does not have the stakes of the electric transition"
This situation offers traditional brands such as Ducati the opportunity to focus on innovation while preserving their core values.
While the emergence of Chinese brands represents a challenge, it also pushes incumbent players to innovate and strengthen their value proposition. Consumers benefit from a more diversified and competitive offering, which lowers prices and improves technical standards on a global scale.
The battle between historic giants and new Chinese entrants promises to reshape the industry. Ducati, with its heritage and premium positioning, will have to continue to innovate to remain competitive against rivals determined to establish themselves in all markets.
The future, according to Sundays, belongs to the brands capable of combining tradition and modernity, while meeting the expectations of an increasingly demanding public.
