Lock on Ducati

Along with the two new Ducatis, Lock will be unveiling a custom motorcycle nicknamed "New Blue," which was built in conjunction with Bologna-based racing house NCR.

The bike commemorates the 30th anniversary of Ducati racer Cook Neilson's win at the Daytona speedway in 1977 on his Ducati 750SS, which he called "Old Blue."

NCR took a Ducati Sport 1000S and transformed it with lightweight, high-performance metals, removing 84 pounds of dry weight while adding 30 horsepower to the bike. The stunning result is a unique, modern version of a race classic.

From Concept to Showroom

According to Lock, the development of a brand-new motorcycle such as the Hypermotard is about a four-year process, "from the initial sketches on paper through the CAD/CAM design through the testing, the homologation [official approval] and ... the final production performance testing."

He notes this process is getting faster.

Ducati has joined the likes of other high-end manufacturing firms, using computers to design and test new components for flaws in a virtual environment without ever having to build them in the real world.

This innovation can shave off six to eight months from the initial design process, thus getting the motorcycle to the showroom floor much faster -- which, of course, is good for business.

Brand Aid

Though Ducati may be a small company compared to some of its Japanese competitors, it has dealerships in more than 35 countries, making it a truly international brand.

The reason for that kind of worldwide appeal, Lock feels, is the Ducati name, which has an allure other brands have a hard time matching.

To explain this cachet, Lock points to the very tight and clearly defined heritage of his company, the design style, engineering style and overall philosophy. For Ducati's appeal, he believes all these to be "absolutely essential."

And where is the biggest market? With 160 dealerships, 2006 was the year the U.S. became the No. 1 buyer of Ducatis worldwide, and 2007 will cement that position, according to Lock.

Notably, he reveals a healthy respect for his competitors in addition to a definite pride and zeal for the brand -- which is backed up by his extensive knowledge of Ducati's products down to the detailed technical specifications and product history.

	The Desmosedici (left) and Hypermotard

Lock is also candid about potential barriers for Ducati in the U.S. and how the company will overcome them.

People view Ducatis as expensive, but Locks points out you can get a Ducati starting at $7,000.

The company is also working to break down the apprehension regarding cost of ownership and maintenance. Bikes introduced in 2007 and beyond will be 50% cheaper to service than they have been previously, due to changing components in the engine and a subsequent extended service interval.

Finally, on buyers' demographics, Lock is quick to point out his company's philosophy. Ducati, he says, is careful not to be overly exclusive or reject certain types of customers as some high-end brands might. His feeling is that if you like Ducati, then the company wants you.

"There are brands that transcend demographics, and Ducati is one of them," Locks explains. "We produce machinery that inspires people."

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