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Ducati Motor Captures Biggest Internet Sales In Italian History

5 January 2000

Ducati Motor Captures Biggest Internet Sales In Italian History; MH900e Year 2000 Production Sells Out Within Hours
    BOLOGt sales in Italian history and became the first
motorcycle manufacturer to ever launch a new production motorcycle on the
worldwide web. Orders for Ducati's latest model, the MH900evoluzione, became
available on-line on the official Ducati web site ( with
the start of the new millennium at 00:01 a.m. GMT.  Within hours, the entire
first-year production sold out to Ducati enthusiasts all over the world.
    Ducati fans from all corners of the world had waited anxiously for the
start of the new year to reserve their limited-edition bike.  About 38 percent
of the sales came from Japan, while North America and Europe each accounted
for about 30 percent of MH900e sales.  The remaining orders came from as far
away as Australia and New Zealand.
    Arthur Andersen and IBM were two of Ducati's partners in this
history-making initiative.
    "Ducati is thrilled about the wild success of the sale of the MH900e on
the Internet," said Federico Minoli, Ducati Chairman and Chief Executive
Officer.  "We always thought that the Internet would be the best way to take
the excitement of the MH900e -- which celebrates our decade-long racing
heritage and commitment to performance -- directly to our enthusiasts.  But
even I have to admit, the response of our Ducatisti has beaten my expectations
... now, we are looking forward to everyone taking their first test drives
when the bikes arrive this summer."
    In addition to selling out production for this year, hundreds of future
reservations were taken for subsequent model years.  The success of the MH900e
sale on the Internet, as well as Ducati's other exciting initiatives on-line
-- including its official web site (which receives 150,000 hits a day) and its
racing parts auction Desmobid -- clearly demonstrate the power of the Ducati
brand with the Internet.  Ducati plans to take full advantage of future
possibilities of using the net for its strategic development.
    All that Ducati enthusiasts wishing to buy the MH900e have to do is click
on the official web site and follow the instructions.  To reserve the
motorcycle, Ducatisti must leave a 10 percent deposit on the bike, which costs
15,000 Euro (about $15,000), using their credit card (American Express, Visa,
Master Card, Diners or JCB).
    Once confirmed, the MH900e will be sent to the Ducati dealer pre-selected
by the buyer. The dealer will conduct the final checks on the bike before
handing over the keys.
    The MH900evoluzione is a hand-built, limited-production motorcycle,
recalling the racing days of Mike Hailwood on the Isle of Man.  Pierre
Terblanche, Chief Designer of the DucatiDesign Center, describes the bike as
"neo classical," focusing on the essential elements of traditional motorcycle
beauty and clean lines, which represent the renaissance period of Italian and
English motorcycle design.
    Each individual component of the bike is elegant and in harmony with the
rest of the machine. But the bike is modern, using Ducati's advanced,
state-of-the-art technology as well as the latest computer-controlled engine
management system and chassis dynamics data acquired on World Superbike
    The bike prototype was presented to the general public in September 1998
at the Intermot Show in Munich, Germany to rave reviews.  Since then,
overwhelming customer demand for the bike prompted Ducati to bring it to
market in record time.