Ducati embraces it's heritage
Ducati . The name conjures up so many emotions. Even their fans are named after the brand – the Ducatisti . Ducati have a long history of racing success and a strong track pedigree. Winning countless world titles adds to their revered status. Sexy, modern, expensive, exotic, Italian, they have all the necessary ingredients for a successful brand. The new bikes are highly desirable, the old ones are highly collectable . Their motorbikes aren't just bikes, they're icons of design – just look at the iconic 888 and 916 for example and try not to drool. The trouble is, much like car maker Alfa Romeo, many of the older bikes just weren't quite up to scratch. If you had a heated garage and frequent-user membership to he AA then you'd be fine. The new bikes are beautiful, reliable and full of red-blooded Italianness but where do Ducati go now without turning into a soulless but technically excellent brand like BMW? Ducati have long been embracing and promoting their he...