Rebuilding the Ducati brand

[bigredduke]

For those of you interested in corporate strategy and Ducati, there is a good article in Saturday's Telegraph motoring section. Ducati's Product director is interviewed. Here is the link:
http://www.telegraph.co.uk/motoring/main.jhtml?xml=/motoring/2006/07/22/mfbike22.xml&sSheet=/motoring/2006/07/22/ixmot.html

[Spud]

Our man says that you can't change a monster that much because of the heritage - what does everybody think that a new monster should keep from the old, and what should change?

[Paranoid Dave]

The profile has to stay, the style of the frame and the shape of the tank ARE a monster. Wheels, arms, huggers, headlights all get modded and the bike still remains a monster so its those 2 items that have to be kept regardless.