Italian motorcycle marque revs up reputation in China

Ducati 1299 Panigale [Photo provided to China Daily]

Italian motorcycle producer Ducati is increasing its presence in China with the foundation of Ducati China as a new business unit of Audi China.

The company plans to double its dealerships in China in two years and introduce four new models in the coming months.

The new division is responsible for the overall management of Ducati operations in China and will take over the brand's import business starting from the beginning of next year.

Denker Group, the current importer, will remain the Ducati partner in China managing the dealerships in Beijing, Shanghai and Chongqing.

"We consider China to be fundamentally important to our expansion in Asia and so we are proud to announce that we are now able to benefit from Audi's vast experience there to enable us to take another step forward," said Claudio Domenicali, CEO of Ducati Motor Holding.

Ducati said its sales in China increased by 46 percent year-on-year between January and July this year, and are expected to grow more than 50 percent for the year.

Globally, it sold 45,117 motorbikes last year and Asia accounted for 13 percent of that figure, the company said.

"China has become a key growth market for Ducati worldwide," said Marco Elli, head of the new Ducati China division.

"The new structure under Audi will enable us to further consolidate our premium position in terms of brand, products and services in China."

Elli said the company would speed up the introduction of new models, double its network to 20 dealerships and further enhance its customer experience program.

Ducati currently operates dealerships in Beijing, Shanghai, Chengdu, Chongqing, Shenyang, Jinan, Hangzhou, Kunming, Haikou, Luoyang and Macao.

Established in 1926, Ducati Motor Holding is a sole shareholder company subject to the management and coordination activities of Audi AG.