Case Study

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

15 pages
November 2004
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.

Brand Management, Turnaround, Acquisition, Motorcycle Manufacturing
Global, Italy
Ducati, Automotive, Motorcycles
Field Research
© 2004
Available Languages
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