Ducati launches expansion to triple resellers network

The Italian Ducati came to Brazil in good time for the luxury motorcycle brands, that are able to swim against the crisis observed in the segment of low cylinder capacity. A year ago, the brand began producing in Manaus (AM) and during that time has amassed sales of over 360 motorcycles, 14% above its initial goal.
Now, the goal is to expand more quickly the network of dealers to reach new markets, rising from the current four stores to 13 points of sale until next year. Two of these new points-one in Rio de Janeiro and the other in Porto Alegre, will be inaugurated this week.
After that, the brand will come, in the same year, the Curitiba (PR), Florianópolis (SC) and Belo Horizonte (MG), cities in which already has selected dealers. As a result, plans to move toward the Northeast, with the opening of stores in Fortaleza (CE), Recife (PE) and Salvador (BA).
"The idea is not to restrict that growth just to the Southeast region," says Ricardo Susini, General Director of Ducati in Brazil, adding that the planned expansion in the commercial network, along with investments in production capacity, prepares the company expected sales growth for the coming years.
"This is a niche market. So, it is not necessary to have large number of dealerships. There will be only opening other stores if that's interesting for those who already are in the business. We don't want to create competition to our dealers, "says Susini. Today, the brand has four shops in the country: a in Goiânia (GO) and other three in Sao Paulo-one being in São Paulo and other two in Campinas and Ribeirão Preto.
The goals and expectations set by Ducati for the Brazilian market include sales exceeding 2 million motorbikes in 2014-more than twice the 900 units scheduled for 2012-and, in two years, putting the country among the five largest brand in the world markets. If all goes as the Italians want, Ducati will reach estimated participation between 4% and 5% of the premium market of motorcycles.
This growth, in addition to the opening of dealerships, passes through nationalisation of new models. At the time, the company assembles only two motorcycles in Brazil: the Diavel, starting from $ 58.9 million, and the Monster 796, sold for R $ 37.9 million. Until next year, however, this portfolio will win at least two more models. After ending a partnership with grupo Izzo, which before was its local representative, the Ducati took control a year ago of the commercial activities of the brand in the country. Their bikes since then, are assembled in a factory of Dafra from sets of components shipped by the matrix of the Ducati in Bologna, in Northern Italy.
In Brazil, the performance of the brand has been favored by evolution in consumption of high-end bikes, a market less exposed to credit selectivity which overthrew the most popular segments of the industry. While sales of motorcycles retreat in 2013 to the lowest level in seven years, the so-called premium segment bike-with more than 450 BMWs-evolves at a rate of 10.8 percent, according to data from Abraciclo, the entity that represents the manufacturers of two-wheel sector. In the last three years, as well as brands such as Ducati, MV Agusta and Thiumph Motorcycles began to explore the Brazilian market with motorcycles assembled in the industrial pole of Manaus, where this industry is installed. Yet in that period, the legendary Harley-Davidson moved to a larger factory in the region.
According to experts, the arrival of these brands, accompanied by an unprecedented expansion of models available to the Brazilian consumer, helped give vent to pent-up demand before the lack of options on the market. Still, the most sophisticated motorcycles represent only 3% of the total market, which, on the other hand, also gives the measure of its growth potential.
"Brazil has the conditions to become one of our three largest markets," says Roberto Righi, global Director of Ducati sales by mentioning a trio today formed by United States, Italy and Germany.