Is Ducati Risking its Brand Equity with the Power Cruiser
The recent release of ‘spy shots’ of the new Ducati Power cruiser that was previously dubbed ‘Vyper’ indicate that Ducati is once again confident to push its brand further into unfamiliar territory. The question is not only will motorcycle buyers consider a power cruiser from Ducati but what is the damage that could be done to a brand that is currently in ascendency?
It is a fair question. Ducati brand strength is particularly strong recently with a successful Superbike range that strongly recovered from the 999 mis-step, a freshened up Monster range and comparatively recent launches into new segments for the Bologna manufacturer such as Supermoto (Hypermotard), Naked Superbike (Streetfighter) and of course the adventure tourer segment with the Multistrada 1200. The only area the company appears to have decided is not to its core values is the Sport Touring sector with the demise of the ST range some years ago. This brand is really hot and Ducati is the motorcycling equivalent of Apple, even to the extent of Ducatis US office being based in Cupertino.
The great thing about the above examples are that in each case the company has been able to keep its brand values intact. Take the Multistrada 1200 for example. Unlike most of its competitors in the class, the Mighty Multi manages to keep a focus on high performance with its 150bhp evolution of the 1198 powerplant, comparative light weight and high end suspension components so much so that the bike can hold its own in the canyons with bona fide Superbikes with a decent pilot on board.
This is just as well. Ducati North America CEO Michael Lock made no bones about the fact the its customer base is aging and with that age is a reticence to make excuses for the racing crouch that only 20 somethings bother to pretend is comfortable.
“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.”
link: Ducati Claims Multistrada 1200 is for Old People
This, and the never ending pressure for growth both for growth’s sake and to achieve manufacturing economies of scale means that Ducati is eyeing up categories that heretofore it would never consider, like scooters and yes, even power cruisers. And there lies the danger.
As you move further away from your core competency it becomes harder and harder to maintain brand integrity. For example, how do you ensure a performance focus in a scooter? How do you ensure good handling in a power cruiser which is all about posing and being a straight line hero? Porsche had the same challenge when the sports car maker entered the SUV market with the Cayenne. It was a performance SUV to be sure, ultimately a performance SUV is a nonsense isn’t it. Now the Cayenne is successful but I can’t help believing that the Porsche marque is dulled because of it. Nevertheless the Ducati seems driven to diversify.
Warren Lee, CEO of Ducati importers NF Importers of Sydney, said the Italian motorcycle company wasn’t ruling anything out. “Ducati is looking at a scooter, but a high-performance model, not a 50cc price-driven thing,” he said. “It’s on the backburner at the moment. Maybe after 2010. It’s just simmering at the moment.” Lee said that if Ducati produced a cruiser, it would be a “high-powered, good-handling” machine. “The cruiser segment plateauxed last year. The baby boomer market is dying out…….As time goes on people will become more interested in performance.”
link: Courier Mail
Lee’s comments sparked off Ducati News Today’s Ducati Power Cruiser coverage last year (Lee also correctly signaled the arrival of the Multistrada 1200) which last year at least was dubbed the Vyper. Motorcycle News then ran photos of a clay model which is clearly the base of the latest most likely deliberately leaked shots (the rider has a Ducati jacket for goodness sakes).
The bike looks like a hybrid of a Monster and a Streetfighter along with big Harley XR1200 style headers and a de rigeur for the class fat 200mm plus wide rear tire. Also of note is the rear shock that lies horizontally under the single sided swingarm. The engine is the same as the Multistrada 1200 (testastretta 11º) but will make up for its relative dearth of power by being much lighter than the competition.
The fact we are seeing new photos at all though comes as a surprise since just last year a Ducati executive poured cold water on the Vyper rumors saying the model was years away if at all.
So the custom cruiser is out? “In any kind of near future, yes, it’s out. Maybe in 4-5 years we would look at the custom market to as well as other segments to see where we could expand.”
link: Ducati Hits Pause on the Vyper Cruiser
Just maybe, Ducati is as concerned about this particular move as Ducati News Today is. Perhaps the controlled leak is simply a mechanism to gauge Ducatisti temperature for such a machine, which no matter how much you squint your eyes, is all about posing and straight line performance. Certainly Ducati has felt the need to make a statement that they aren’t building a cruiser when face with the overwhelming negative sentiment. Then again, maybe there is nothing to worry about since many Ducati detractors disparage us as the Starbucks crowd already. Finally we’d have the ideal bike for it!
Ducati News Today’s view: Don’t do it. You might think you can stay true to the brand essence but you can’t because the limit you come up against is physics. Fat tired, long wheelbase, raked out geometries don’t handle like a Ducati should. Period. It might even turn out to be a great Power Cruiser but for someone else not Ducati.
What do you think? Thumbs Up or Down for the Vyper / Mega Monster / Power Cruiser? Chime in with your views in the comments section below.
Photo Credit: Opening photo via MCN
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I’m not so convinced this is a bad idea.
There is a market out there for muscle bikes… VMax, V-Rod, Warrior… and if it handles and has class-leading power I fail to see how this dilutes the brand image. Remember the Monster Challenge a few years back? Several of the most memorable bikes to come out of that (IMO) took the Monster low and long, and they looked pretty good.
Ducati can do all the market studies and leak photos all day long, but in the end the only way to know if it’s really going to be a good seller is to bring it to market. I seriously doubt they will make another mistake like the Indiana, a bike that was mediocre at best as a motorcycle.
I say change is good, and the difference this time around (as opposed to when the Indiana was brought to market) is that Ducati is far more stable, focused, and knowledgable at building top-shelf motorcycles. Race bikes, sport touring bikes, standards, motards… it does each one exceptionally well. There is no doubt in my mind this bike will appeal to certain segments of the cruiser fan base.
I think that in order to increase sales you can’t just sit with what you’ve got, you need to reach out to new segments with something different. I think this bike definitely reaches into new territory. I’m all for it!
I consider myself to be “settled down” married, kids, mortgage etc etc but as fun as my 08 Hyper is I will be looking to go the power cruiser route in the coming years, for me its either a vrod or maybe a glide.
If Ducati brought out a power cruiser i’d be in like flyn, I dont think they are risking their brand. Just stepping into a new market segment. I just hope its priced slightly better than the New Multi or Street Fighter
Really…..a Ducati cruiser??? I say leave that market to the other companies. What’s next, a Ferrari SUV? No wait, how about a Ferrari pickup truck?
I can’t wait to see a ton of Ducati-labeled fringed accessories in the catalog. [/sarcasm]
I’m totally against it. I think your Porsche analogy is a good one; at one time I loved Porsches (and BMWs for that matter) but since they’ve introduced SUVs they have killed that love. IMO the image of both of those brands has been lowered though I imagine I’m probably in the minority.
Well, Porsche made à goose that lays golden eggs with there Chayenne. I don’t like it but it surely did’nt hurt them. i think the same of this Ducati. Would score quit well on the US market.
Same thing with their scooter. it will sell like crazy in southern europe. And would most likely find it’s wat into my garage.
@ Daddyo. Multi is indeed priced highly, but wurth every penny imo