Comments on: How the 999 Nearly Killed Ducati http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/ Creating and Curating the Best Ducati Content on the Web Mon, 06 Feb 2012 07:00:39 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Mark Morrison http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1181 Mark Morrison Wed, 23 Sep 2009 01:51:25 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1181 @todd I think it is fair to say the 1098 is a safe design. I would also argue that the reason why it's safe is due to the commercial failure of the 999. Risk is everything in business and Ducati couldn't afford to misfire twice @todd I think it is fair to say the 1098 is a safe design. I would also argue that the reason why it’s safe is due to the commercial failure of the 999. Risk is everything in business and Ducati couldn’t afford to misfire twice

]]> By: todd http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1179 todd Tue, 22 Sep 2009 05:00:52 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1179 I just bought a 05'999r and I could have bought a new 1098/1198. I feel the xx9 was ahead of its time design wise (im a designer, not that it matters). The bike was different; it was a high design bike, truly Italian, progressive, forward thinking, cutting edge. The masses don’t typically gravitate to something avant-garde,to progressive, it scares them to look to different, look at Harley that’s as basic as it gets and they sell a million ugly low design bikes. The 1098’s are safer, sure there cool but they needed to tone the bike down to please the masses, more Asian, lower the price so maybe kids might consider them. Put the two bikes side by side there’s no comparison in design, quality, and attention to detail, the xx9 wins every time. I just bought a 05’999r and I could have bought a new 1098/1198. I feel the xx9 was ahead of its time design wise (im a designer, not that it matters). The bike was different; it was a high design bike, truly Italian, progressive, forward thinking, cutting edge. The masses don’t typically gravitate to something avant-garde,to progressive, it scares them to look to different, look at Harley that’s as basic as it gets and they sell a million ugly low design bikes. The 1098’s are safer, sure there cool but they needed to tone the bike down to please the masses, more Asian, lower the price so maybe kids might consider them. Put the two bikes side by side there’s no comparison in design, quality, and attention to detail, the xx9 wins every time.

]]> By: Mark Morrison http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1177 Mark Morrison Sun, 20 Sep 2009 13:50:36 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1177 @Bruce Some good points although even the 1098 is still hand built by 2 people at the factory. @Bruce Some good points although even the 1098 is still hand built by 2 people at the factory.

]]> By: Bruce http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1176 Bruce Sat, 19 Sep 2009 17:24:32 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1176 As I am an owner of a '06 999R I can hardly be described as impartial, but,... I remember seeing the new series bikes for the first time and thinking that here was a bike that was designed to sell at a lower price point and if you looked past the bright red paint you saw a bike that no longer has the (very expensive to produce)hand built detail that the 999 series has. I might go so far as to say that the xx9 was the last of a truly hand-built high-end low-production bikes. As to styling, the "shock of the new" design back then was predictably controversial. If given a opportunity, take a long look at a xx9 and you will see small touches of design and an overall emphasis on function/aerodynamics that were not noticed by the public...even now. How many Ducatisti have noticed that the top headlight bucket is actually the Duc logo? I am glad that Duc is now a success but sad to see what that cost the company in the shape of cheaper build quality and conformist styling. As I am an owner of a ’06 999R I can hardly be described as impartial, but,… I remember seeing the new series bikes for the first time and thinking that here was a bike that was designed to sell at a lower price point and if you looked past the bright red paint you saw a bike that no longer has the (very expensive to produce)hand built detail that the 999 series has. I might go so far as to say that the xx9 was the last of a truly hand-built high-end low-production bikes.
As to styling, the “shock of the new” design back then was predictably controversial.
If given a opportunity, take a long look at a xx9 and you will see small touches of design and an overall emphasis on function/aerodynamics that were not noticed by the public…even now. How many Ducatisti have noticed that the top headlight bucket is actually the Duc logo?
I am glad that Duc is now a success but sad to see what that cost the company in the shape of cheaper build quality and conformist styling.

]]> By: Mark Morrison http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1171 Mark Morrison Thu, 17 Sep 2009 13:21:54 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1171 @stuart. Good additions to the story although at least in the USA the 999 had a similar price to outgoing 998. Sales fell hardest when the 998FE was discontinued. I should be clear I have nothing against Terblanche, he has designed some of the most beautiful bikes including the Supermono @stuart. Good additions to the story although at least in the USA the 999 had a similar price to outgoing 998. Sales fell hardest when the 998FE was discontinued. I should be clear I have nothing against Terblanche, he has designed some of the most beautiful bikes including the Supermono

]]> By: stuart http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1169 stuart Thu, 17 Sep 2009 11:43:31 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1169 I think the article is acurate, but the title is way off.. I think it would be more accurate to say that TPG nearly killed Ducati as they got it all wrong, marketing, market research, budget and giving PT autonomy and then forcing changes on him by finance and by Ducati Corse.. R&D was way over budget and counsumer confidence rocked by new owners and new owner attitude and unhappy employees. The 999 was priced out the market before it hit the showroom. Ducati needed to much profit from the bike to meet greed and past debt through poor management and performance. I think the article is acurate, but the title is way off.. I think it would be more accurate to say that TPG nearly killed Ducati as they got it all wrong, marketing, market research, budget and giving PT autonomy and then forcing changes on him by finance and by Ducati Corse.. R&D was way over budget and counsumer confidence rocked by new owners and new owner attitude and unhappy employees. The 999 was priced out the market before it hit the showroom. Ducati needed to much profit from the bike to meet greed and past debt through poor management and performance.

]]> By: Mark Morrison http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1162 Mark Morrison Wed, 16 Sep 2009 12:13:26 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1162 @Chris Yes I recall seeing the 1098 in the top ten best selling bikes in Australia at one point, a list the 999 was never on @Chris Yes I recall seeing the 1098 in the top ten best selling bikes in Australia at one point, a list the 999 was never on

]]> By: Mark Morrison http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1161 Mark Morrison Wed, 16 Sep 2009 12:12:44 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1161 @Mike Bimota still has the same vertical light treatment. Checkout the DB7 which most people think looks fine. http://www.ducatinewstoday.com/2009/04/wallpaper-wednesday-bimota-db7/ @Mike Bimota still has the same vertical light treatment. Checkout the DB7 which most people think looks fine. http://www.ducatinewstoday.com/2009/04/wallpaper-wednesday-bimota-db7/

]]> By: Chris http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1160 Chris Wed, 16 Sep 2009 10:25:39 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1160 A great article. Tea, not sure that I agree with you. I'd argue that there was a whole raft of people out there who WANTED to buy a Ducati, but couldn't stomach the look. I'd include myself in that category. When the 1098 and then the 848 were released, a bunch of buyers who'd held back ran to the dealers. The turnaround was instantaneous. Dealers went from having excess stock, to having waiting lists. I think in Australia, Ducati sales DOUBLED (of course, Bayliss & Stoner may have had something to do with that as well). I do suspect, though, that with time, these bikes will become collectable. If a 999R came along at the right price.... yep, I'd happily park it in my garage! A great article. Tea, not sure that I agree with you. I’d argue that there was a whole raft of people out there who WANTED to buy a Ducati, but couldn’t stomach the look. I’d include myself in that category.

When the 1098 and then the 848 were released, a bunch of buyers who’d held back ran to the dealers. The turnaround was instantaneous. Dealers went from having excess stock, to having waiting lists. I think in Australia, Ducati sales DOUBLED (of course, Bayliss & Stoner may have had something to do with that as well).

I do suspect, though, that with time, these bikes will become collectable. If a 999R came along at the right price…. yep, I’d happily park it in my garage!

]]> By: Mike Miller http://www.ducatinewstoday.com/2009/09/how-the-999-nearly-killed-ducati/comment-page-1/#comment-1156 Mike Miller Wed, 16 Sep 2009 03:17:50 +0000 http://www.ducatinewstoday.com/?p=3380#comment-1156 Great article! I think time will be kind to the 999/749 for the sake of its unique design. Interesting to find out it was inspired by early 20th C locomotives! But I wonder what other marques/models also featured the vertical light array and beak like nose - didn't Bimota have a similar nose at the time? Did anyone else at the time? The GSX-Rs seem pretty beak/bird like too, but don't really compare. Would be interesting to see how the 999 compared to other bike designs outside of the Ducati line up. Was it a radical design departure for Ducati exclusively, or for superbikes in general? Great article! I think time will be kind to the 999/749 for the sake of its unique design. Interesting to find out it was inspired by early 20th C locomotives! But I wonder what other marques/models also featured the vertical light
array and beak like nose – didn’t Bimota have a similar nose at the time? Did anyone else at the time? The GSX-Rs seem pretty beak/bird like too, but don’t really compare. Would be interesting to see how the 999 compared to other bike designs outside of the Ducati line up. Was it a radical design departure for Ducati exclusively, or for superbikes in general?

]]>