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Las Vegas Sun
Ducati grows U.S. business by better relating to customers
Ducati has been the fastest-growing motorcycle brand in the United States for the past five years, but it was by no means an immediate success. The company changed almost everything about itself, from the models it imports to the distribution of dealerships. It focused more on boutique, specialized dealerships and removed itself from the big multibrand dealerships that sell product, but don't sell brand.
Because Ducati is a niche product, Lock said, it is crucial that each dealer makes a personal connection with customers. Ducati does not have any company-owned stores in the United States, but works closely with its franchise owners to create an environment that focuses on the strengths of its dealers and the product.
This year, Ducati was ranked first among all motorcycle brands sold in the United States in customer satisfaction, according to the Pied Piper Prospect Satisfaction Index. The independent study uses 2,100 anonymous “mystery shoppers,” who rate the customer experience at dealerships. Ducati beat out such brands as Harley-Davidson, which ranked first the previous two years, and BMW.
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