Editing Ducati (section)

== Marketing ==
{{As of|2009}}, Ducati was still pursuing the "win on Sunday, sell on Monday" business model and spending 10% of company revenues, {{Format price|40000000}}, on its racing business.<ref>{{Citation |last=Boland |first=Vincent |title=Ducati cuts production and salaries |date=12 August 2009 |newspaper=[[Financial Times]] |page=12 |url=http://www.ft.com/cms/s/0/effbe60c-8697-11de-9e8e-00144feabdc0.html |access-date=17 June 2012 |archive-url=https://web.archive.org/web/20090822091500/http://www.ft.com/cms/s/0/effbe60c-8697-11de-9e8e-00144feabdc0.html |archive-date=22 August 2009 |url-status=live |format=[[General OneFile]]}}</ref><ref name="Radosta1970">{{Citation |last=Radosta |first=John S. |title=Auto Manufacturers Keep One Eye on the Track and the Other on Consumer |date=5 April 1970 |newspaper=[[The New York Times]] |page=414 |type=[[ProQuest]] |quote=There's an old saying in the auto world: Win on Sunday, sell on Monday}}</ref>

=== Enthusiasts groups ===
A key part of Ducati's marketing strategy since the 1990s has been fostering a distinct community identity in connection with branding efforts including online communities and local, regional, and national Ducati enthusiast clubs. 

==== In the USA ====
There are more than 400 Ducati clubs worldwide and 20,000 registered users of the Ducati Owners Club web site and 17,000 subscribers to the racing web site.<ref>{{Cite web |publisher=Global Co-Operation in the New Millennium The 9th European Conference on Information Systems |location=Bled, Slovenia |date= 27–29 June 2001 |title=EMBARKING ON E-BUSINESS AT DUCATI MOTORCYCLES (ITALY) |first1=Tawfik |last1=Jelassi |first2=Stefanie |last2=Leenen |url=http://is2.lse.ac.uk/Support/ECIS2001/pdf/040_Jelassi.pdf |url-status=dead |archive-url=https://web.archive.org/web/20110221173802/http://is2.lse.ac.uk/Support/ECIS2001/pdf/040_Jelassi.pdf |archive-date=21 February 2011}}</ref> Enthusiasts and riders are informally referred to in the motorcycling community as Ducatista (singular) or Ducatisti (plural).

In North America there are several Ducati enthusiasts organizations with varying degrees of factory sponsorship, such as the Bay Area Desmo Owners Club (BADOC) located in and around the city of San Francisco, CA. Ducati Riders of Illinois (DRILL) located in Chicago, IL. DESMO, the Ducati Enthusiast Sport Motorcycle Organization, is a North American group affiliated with the factory Desmo Owners Club.<ref>{{Cite web |title=Desmo Owners Club |publisher=Ducati Motor Holding |year=2009 |url=http://www.ducati.com/ducatiworld/clubs/home.jsp |url-status=dead |archive-url=https://web.archive.org/web/20090702044233/http://www.ducati.com/ducatiworld/clubs/home.jsp |archive-date=2 July 2009}}</ref> 

Some groups are focused on vintage Ducatis<ref>{{Cite web |url=http://www.ducativintageclub.com/ |title=Vintage Ducati Club Homepage |website=www.ducativintageclub.com |access-date=22 May 2020 |archive-date=7 August 2018 |archive-url=https://web.archive.org/web/20180807142617/http://ducativintageclub.com/ |url-status=live }}</ref> while several are based primarily or entirely on email discussion lists or web forums.<ref>{{Cite book |url=https://archive.org/details/savvyguidetomoto0000kenn |url-access=registration |page=[https://archive.org/details/savvyguidetomoto0000kenn/page/186 186] |title=The Savvy Guide to Motorcycles |first=Shirley |last=Duglin Kennedy |publisher=Indy Tech Publishing |year=2005 |isbn=9780790613161}}</ref>

=== Merchandising ===
Ducati has a wide range of accessories, lifestyle products and co-branded merchandise bearing their logos and designs. 

The company has a licensing agreement with [[Tumi Inc.]], launching a collection of eight co-branded [[luggage]] pieces in 2006, sold through both of the brands' retail outlets.<ref>{{cite magazine |url=http://images.businessweek.com/ss/07/01/0124_tumi/source/5.htm |title=Tumi Time: Tumi+Ducati Collection |magazine=[[Business Week]] |date=24 January 2007 |access-date=28 March 2009 |archive-date=8 March 2012 |archive-url=https://web.archive.org/web/20120308092238/http://images.businessweek.com/ss/07/01/0124_tumi/source/5.htm |url-status=dead }}</ref>