Ducati Claims Multistrada 1200 is for Old People
In unveiling the new 2010 Ducati Multistrada 1200 for the first time in the US, Ducati North America CEO Michael Lock told attendees at the International Motorcycle Show in Long Beach, California that the company renowned for racetrack technology and high performance was introducing the new model to cater to the needs of an aging rider base.
Manufacturers rarely talk about their strategy in detail, instead focussing on the details of new products. However in comments to the assembled press, Lock wanted to state the reasons why Ducati was launching an adventure tourer in the current market environment.
“Trends show the market is evolving, that buyers of new bikes continue to get older. Young riders are more and more inclined now to come to Ducati by buying a used bike and trade up over time to a new bike.
In his surprisingly candid address he recounted tales of Ducati Superbike prospects being put off the high performance models once they sampled the torture rack committed ergonomics.
The Multistrada 1200 is dripping in new technology even upstaging the Superbike range with its available ABS, traction control, switchable engine mapping and electronically adjustable suspension. The Multistrada 1200 will be in US showrooms in April 2010.
Source: Ultimate Motorcycling
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