part 696: D(RE)-Day
part 696: D(RE)-Day
the Ducati Riding Experience: the former CEO's point of view
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[Note: Federico Minoli led the dramatic turnaround of Ducati’s fortunes with the 1996 takeover by Texas Pacific Group. Many of us see his genius in understanding that, as with Harley-Davidson, Ducati enthusiasts embrace a lifestyle and have unparalleled passion for their bikes and the company that makes them. The Ducati Riding Experience was conceived during the time period of, and became very much an integral activity in, the strategy of “branding” a company that was (not for the first time) on the verge of extinction. I asked Federico for his recollections on the origins of the DRE and Dario Marchetti’s role.—TF]
It has been over two years since I left Ducati. While the motorcycles, the people, and the racing are still vividly with me, single events or decisions are now blurred between legend and history, filtered through powerful emotions like nostalgia and love.
The conception of DRE did not come from me. I simply wanted to give space, within Ducati, to the dreams of Ducatisti. And to me, people buying and riding Ducatis and people working at and around the factory were first and foremost Ducatisti, and therefore any barriers between them had to be taken down. By this philosophy any person working at Ducati, from secretaries to the CEO, should love riding bikes. It was therefore only natural to encourage Ducati’s engineers and testers to start teaching new hires how to ride, using the factory parking lot as a training ground after work. These early lessons eventually morphed into DRE, but from its inception DRE preserved the same intention: to bring together expert riders and beginners sharing their passion for Desmo and for Ducati.
Nobody got into this spirit better than Dario. Even though he was already a champion, he did not mind helping somebody learning the basics of motorcycling, and ten minutes later heading up to the front of a group of accomplished Ducatisti, hungry to learn how to lower their personal best track time at Imola.
I witnessed Dario racing at Daytona Beach, and I saw him teaching at Imola and struggling to organize his new adventure. He is always positive and cheerful, always wanting to find the solution, and most of all always enthusiastic about the sport, the bike, and the Ducati name.
Ducati needs him back, DRE needs him back, and we Ducatisti need him back.
Forza Dario!
Ti aspettiamo [We’ll be waiting for you],
Federico
Photo: This image is much to be seen on the Web. I would appreciate hearing from anyone who can definitely identify the actual source.—TF
Saturday, September 12, 2009