For the moment, at Ducati, the transition to electric is not in the short-term plans. The confirmation came from Francesco Milicia, Director of Global Sales and After-Sales Service of the Bologna-based company. It is better to invest in synthetic fuels capable of contributing to better management of consumption and emissions. And the brand is already working in this regard.
According to Francesco Milicia, interviewed by the British magazine MCN, Ducati must look to the future without jeopardizing past values, which are the pivot of the brand's passion.
Interestingly for Ducati, whose largest sales market remains Italy, and their biggest competition comes not from other European manufacturers, but from emerging budget brands.
“In Italy, the market is evolving because we have a lot of competition on prices, but we do not want to compete with cheap manufacturers,” he declares. “We have to protect our brand. We have a brand that has been around for almost 100 years and we have to respect it. »
He adds that “Attracting younger customers is important. Even with shorter travel, we can still build in the style, sophistication and performance of a Ducati. »
While the energy transition is underway and there is more and more talk about zero-emission vehicles, Francesco Milicia does not think he will attract young people with electric vehicles.
“We are working on electricity. We are part of a group that is rapidly moving towards electrification and this is a great opportunity for Ducati. Will we soon produce an electric Ducati? No. We believe that for the type of machine we currently produce, an electric motorcycle cannot guarantee pleasure, autonomy, weight etc. that Ducati riders are waiting for. »
Nevertheless, the Borgo Panigale brand seems attentive to environmental issues. No electric motorcycle therefore, but according to Francesco Milicia, “We are also carefully studying other solutions to move towards zero emissions or limit these emissions, such as synthetic fuel. Other brands in our group such as Porsche are addressing this problem and this is something we are considering in the medium term. »
