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Case Study

Rebuilding a passion brand: The turnaround of Ducati (A)

By Dominique Turpin and Rebecca Chung

15 pages

November 2004

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Reference: IMD-5-0666

The Italian motorcycle manufacturer, Ducati, had been renowned for its sophisticated engine technology, racing victories and stylish bike design. It also had a loyal base of customers (or fans). However, in the mid-1990s, the company was close to bankruptcy. This case describes the series of challenges Ducati faced at that time. It raises the question of what the newly appointed CEO, Federico Minoli, and his new management team should do to turn around this Italian heritage.

Keywords

Brand Management, Turnaround, Acquisition, Motorcycle Manufacturing

Settings

World/global, Italy
Ducati, Automotive, Motorcycles
1996

Type

Field Research

Available Languages

English

Related material

Video

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