Audi 2013 Annual Report Download - page 121

They reach their destination Munich at
4 p.m. The welcome they receive exceeds
all expectations. Their German Group col-
leagues are so impressed that they spon-
taneously park the seven bikes in front
of the evening event location. Without
asking the Ducati managers. Every par-
ticipant passes by the gleaming chrome
guard of honor. The next day, it is not just the Ducati manage-
ment that takes the stage at the meeting. Their motorcycles are,
of course, on stage too. As they present themselves, their vision
and the video footage they shot during the trip and edited over-
night, everyone is captivated. “Our colleagues celebrated us like
rock stars,” recalls Cristiano Silei.
This is precisely the sort of enthusiasm that defines the brand.
Genuine enthusiasm. The kind that cannot be acted out or made
up. Everyone in Borgo Panigale puts their heart and soul into
their job – from the engineers to the marketing department and
the assembly workers in production. Everyone lives Ducati
here. Everyone is authentic here. And fans across the globe feel
this too. The fans live the brand and its world just as passion-
ately as the people who design and build it. That is why they are
not referred to as customers, but as Ducatisti. They proudly
personalize their bikes – no two motorcycles are the same ; every-
one wants a customized machine. This is something the top
managers share with the brand’s fans as well. Claudio Domenicali
rode his own Hypermotard 821 on the trip to Munich, while
Cristiano Silei took his own Multistrada Pikes Peak.
Former Racing Director and now CEO Claudio Domenicali also leads his team on the road.
In July 2013, the 1199 Panigale S was named
“Best of the Best” at the red dot design awards.
The jury of this design competition – one of
the world’s largest and most prestigious – named
the superbike winner of the Product Design
category out of 4,662 entries.
EXCEPTIONAL DESIGN