Ducati CEO savours role as "Apex Predator"

If you're a predator you want to be at the top, not a mid-level one that can get eaten by something above or below. That's the role Ducati envisions for itself - the apex predator. This article from MCN goes into much detail based on a Ducati Live From London panel discussion as well as an interview with the company's CEO Claudio Domenicali.

In the panel discussion, which you can see in the video below, Domenicali says that 2021 was the company's best year ever, by any metric you care to choose and they hope for more of the same.

He attributes the keys to success as having the right people on board and a strong and passionate customer base.
"We are kind of trying to work a lot on the team spirit, having the right people on the bus as you say...Last year was the best year ever for the company, in terms of every possible potential indicator...The one we care the most about is the customer recommendation, it is the best."

Predators never really rest, they can't afford to. Switching metaphors here, it's like an old west gunfighter, you can't sit back and put your feet up because someone is always gunning for you. With that in mind, it's interesting to read what Ducati has in mind for itself for new tech and design that will help them keep their position as one of the major players in the motorcycle market.