How the 1098 Saved Ducati

In 2007 the future looked bleak for Ducati. With debts in excess of £30 million and with a product range that simply wasn’t selling, it was quite possible that another famous Italian marque was about to go bust. And then along came the 1098

Posted: 4 May 2010
by Colin Goodwin

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In 1995, while Carl Fogarty was ripping up the world’s circuits on the 916 and winning his second WSB championship in a row, Ducati was in the shit. Ailing companies within the Castaglioni group, the then current owners, were sucking money from Ducati and a year later American venture capitalists Texas Pacific Group waded in with a load of cash and saved the day.

With fresh investment and new managers Ducati started to earn money again. Now jump forward 10 years to December 2005, only a month after the Desmosedici RR was unveiled, and the major shareholding was transferred to Italian investment company Investindustrial. With an amazing new roadbike on its way and the company back in Italian hands, from the outside everything looked rosy at Ducati.

Except that it wasn’t rosy. Far from it. Ducati was going through one of its bleakest periods ever. In September 2006 they announced a loss for the year of £3.2m and worse still, an incredible debt of £32.5m. It seemed that the fat lady was warming up for a big Italian-style funeral. But then just one year later in 2007, Ducati posted its part-year results in September.

You wouldn’t believe the numbers came from the same company. Instead of a £3.2m loss Ducati made a net profit of £12.2m from sales of £224.2m, up a whopping 44% on the previous year. What’s more, Ducati’s managers could now walk past the bank without wearing heavy disguise because from being deeply in the red the company now had £6.6m in its account. How did this incredible turn around in fortunes come about? One principal reason: the new 1098 superbike.

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