Audi 2013 Annual Report Download - page 119

Since July 2012, Ducati Motor Holding S.p.A. has been a member
of the Audi Group – a relationship that can only be described as
perfect. Because what the Audi and Ducati brands have in com-
mon is not only a fascination for pioneering technology and emo-
tionally charged products, but also the people behind them –
according to Chairman of the Board of Management of AUDI AG
Prof. Rupert Stadler. And what does Ducati’s management have
to say to that ? At first nothing. They are on the road. In June
2013, seven of the 15 top managers at Ducati chose not to take
an airplane to the first joint management conference ; they rode
their motorcycles there instead.
It was Claudio Domenicali’s idea to use this first meeting with
their new Group colleagues to demonstrate a passionate com-
mitment to the brand. The CEO did not have to persuade his fellow
managers. “We didn’t hesitate at all ; we immediately agreed.
Because Claudio’s idea shows how we think. We don’t just come
here to work. Even riding a motorcycle is part of our DNA,”
explains Cristiano Silei, Vice President of Sales & Marketing.
At 9 a.m. they depart in front of the Ducati corporate head-
quarters in Borgo Panigale, a city district of Bologna. The motor-
cycles are ready to start. Everyone is in a great mood. They
are finally right up close to the product again and can give free
rein to the horsepower within. They are all looking forward to
this tour because it also bonds their management team together.
As passionate motorcyclists, they naturally chose a route
that also challenges their biking skills. They drive 200 of the
total 600 kilometers o the freeways, riding on country roads
through the Alps instead – preferably the tightest and most
winding routes. Along the way, the squadra rossa attracts atten-
tion. The seven red beauties traveling in a line are drawing
crowds. A group of Japanese immediately begins to take photos.
This pleases Domenicali especially. Because Japan is the biggest
motorcycle manufacturer worldwide. Even when they take a
quick break to drink an espresso, the gentlemen attract atten-
tion – clothed from head to foot in their stylish but functional
Ducati motorcycle gear.
Escort or admirer ?
PHOTOS : Ducati Motor Holding S.p.A.
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