Michael Lock, CEO of Ducati North America (DNA), is leaving the company at the end of July and will be replaced by Christiano Silei, vice president of sales at Ducati Motor Holding in Italy, Ducati Motor Holding stated in a press release.
Christiano Silei will take on Lock’s position for the interim while also maintaining his current position as vice president of sales at Ducati Motor Holding.
Lock joined Ducati in 2002, starting in the UK and eventually transferring to the U.S. to head the management team at DNA’s headquarters in Cupertino, Calif. He helped Ducati achieve its highest U.S. market share in 2009, increase Canadian sales four-fold from 2003-2009 and took over responsibility for the brand in Mexico earlier this year. Lock also added to DNA with the Monster Challenges, retail promotions with brands such as Puma and Oakley and the conquering of Pikes Peak with the Multistrada 1200.
“I have experienced and participated in an amazing journey at Ducati,” stated Lock in the release. “In a few short years we have been able to transform our brand into the most feared and admired European motorcycle by competitors and enthusiasts alike. It has been a privilege to be involved, and I look forward to watching the brand soar to new heights over the coming years.”
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