Ducati Malaysia to concentrate on Scrambler brand, realignment of pricing strategy, new dealer in JB

In the face of a shrinking worldwide demand for large capacity motorcycles, notably in the performance arena, Ducati is taking pro-active measures to develop the Scrambler family of retro motorcycles, along with the lifestyle segment. This applies to the Malaysian market as well, said Raffaele Fusilli, Ducati’s global sales director.

“Ducati is always open to a new market direction, and we are putting effort into attracting a younger rider into the Scrambler range of motorcycles, where the focus is a bit less on performance and more on the lifestyle of riding a Ducati,” said Fusilli. However, certain models in the Ducati range will remain as performance machines, notably the Panigale superbikes and the Diavel power cruisers.

“No, there will not be a small version of the Diavel. The Diavel, and XDiavel, are targetted to a specific market which demands that performance and we will not dilute it,” he said. “Since 2008, the worldwide motorcycle market has been reducing year-on-year due to aging riders and Ducati will be looking at younger riders to bring them into the sport,” Fusilli said.

As for the Malaysia market, Ducati Malaysia is looking to boost sales from 2018 numbers with the establishment of a dedicated team to market the recently face lifted Ducati Scrambler. A new dealer has been identified in Johor Bharu to service the southern region and an official announcement will be made soon, said Nazman Yusof, head of Naza Automotive Group two wheels division.

Ducati Malaysia will not be relying on any single model in the range, but instead will be focusing efforts on two separate rider sgements – the performance market that is served by the Panigale, Monster, Diavel and Hypermotard machine with the lifestyle and new/young rider segment addressed by the Ducati Scrambler.

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