After a 5 year hiatus, Ducati returns to India and Ravi Avalur, MD Ducati India, is confident of the brand’s success in India due to its broad range of motorcycles.
Ducati is re-entering the Indian market after a brief absence. In that time, other major foreign brands like Triumph, Indian and Harley-Davidson have made a big impact in the market. What strategy do you have to increase your brand awareness in India and also assure customers that the brand is now here to stay?
In the last five years, India has seen tremendous changes in the automotive sector. We’ve seen a number of premium international motorcycle brands take advantage of the liberalisation of the market and enter the country. The Indian motorcyclist is also now a more evolved customer, who is very aware, has high expectations and is ready to invest in authentic high performance motorcycles.
We, at Ducati, have been watching the Indian market closely and are now delighted to officially enter the market. We are honoured to officially introduce the Ducati brand to the motorcycle scene here, because it will help the premium performance culture to develop further in India.
We’re very confident that our product range will be highly successful in India. Ducati, as a brand, is already very popular within the motorcyclist community. Our goal over the next year is to focus on the development of our dealer networks and ensure that our dealers in India function in accordance with the same high standard of service and delivery that we provide around the world.
What is your immediate marketing strategy to gain more Ducatistas in the country? Will you be focusing on Ducatista groups already existing in the country? And what is your long term-strategy?
Our priority right now is to create and build a unique Ducati Experience for our riders. Over the years, we will strategically grow our dealer network to create accessibility for a wider geography and develop the Desmo Owners Club (DOC) community inline with Ducati’s international standards. We have already started engaging with existing and new Ducatisti in the country and our dealerships have started organising rides for Ducatisti and engaging with our growing community in order to bring them what we call “Authentic Italian Performance”.
Even as we grow, our core focus will be to deliver a customer ownership experience consistent with our global standards.
Your product portfolio is spread out across all segments? How do you think the new Scrambler will impact Ducati sales in India?
Our product portfolio has a broad range of motorcycles, each catering to a different type of enthusiast. Currently we have the Panigale 899, 1299 and 1299 S, the Monster S2R & 795, the Hypermotard & Hyperstrada and all variants of the Diavel and the Scrambler.
We’ve recently launched the Scrambler in India and we feel it is will be the perfect way for motorcyclists to enter the Ducati family. Customers can choose between four differently styled versions (Icon, Classic, Urban Enduro & Full Throttle) and also create absolutely unique, personalised Scramblers by choosing from a wide range of accessories and performance parts. The apparel collection for the Scrambler will further emphasize the lifestyle offered by this unique motorcycle.
Currently, you have three dealerships in the country? How many dealerships do you expect to have by the end of the year?
We’re very particular when it comes to choosing our dealerships. Infinity has opened a Ducati dealership in Mumbai, whilst AMP has established a strong dealership in Delhi NCR. These dealerships are the first to house Ducati’s new world-class showroom and service facilities.
We’re in the process of setting up a new dealership in Bangalore and are identifying dealers in other key cities as well. While we’re keen on expanding our footprint, it’s important for us to ensure that we work with highly qualified and enthusiastic dealers.
Over the next few years, we aim to be present in all the major metro cities.
What about after-sales service of Ducati motorbikes? Where are the service centres located and how accessible will spare parts be?
Ducati India will execute the same intensive programmes of training provided globally, replicating the identical high standards of after-sales service that the iconic Italian brand is known for. Currently the service centre for Delhi NCR is located in Gurgaon. In Mumbai we are in Worli.
Spare parts, accessories and apparel will be available at our dealerships (and service centres) and we’re ensuring that a healthy inventory will be maintained by our dealerships at all times.
Are you considering assembly or manufacturing in India, or are you confident that you’ll be able to continue to utilize the Indo-Thai FTA in the long-term to import CBU’s from Thailand?
Our plant in Thailand is equipped to serve all the ASEAN countries as well as China and India, so we don’t need to add any more production or assembly sites. The Thailand plant will continue to be the hub for the Asian region. Our focus will remain unparalled levels of customer service and providing a genuine experience of Authentic Italian Performance here in India.
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