Ducati Motor Holdings Ducati is representative of
H-D's European competition and is listed on both the
Milan and New York stock exchanges. Ducati has
adopted a cyberspace model selling motorcycles, accessories,
and clothing online, The company promotes
its cyberspace model through participation in motorcycle
racing where Ducati has dominated the world
Superbike championships for over ten years.-Unlike HD,
Ducati does not build bikes on the basis of nostalgia
and comfort; rather Ducati sells style and performance
based on technologically advanced designs. Ducati are
race-proven bikes, sold for use on the street-the ultimate
caf6 racer. Like H-D, Ducati employs a premium
pricing strategy, even though its customers tend to be
younger and somewhat less affluent. Unlike most of its
competitors, Ducati's sales were up 22 percent in 2008.
H-D's V-Rod appears to be aimed squarely at the high
end of Ducati's customer base'