Ducati announces new dealer measuring, reward programs

With retail growth in its various revenue streams, Ducati North America used its recent national dealer meeting to turn attention to the value of its franchise.

“We are going to be measuring our dealers differently going forward than we ever have before,” Ducati North America CEO Michael Lock said in an interview with Powersports Business before the dealer meeting, held Sept. 11-12 in Monterey, Calif.

“We are going to be rewarding them differently than we ever have done before. It’s all going to be about creating a Ducati franchise that is the most valuable in the industry.”

Part of those new steps that will measure and potentially reward dealers include:

  • a first-ever definition of a dealer’s sales territory;
  • a mandatory mystery shopping program that uses a prospect satisfaction index, rather than customary customer satisfaction scoring;
  • bonuses for dealers that participate in Ducati Management Groups, 20 groups that are run by the RPM Group.

For more on Ducati’s dealer meeting, see the Sept. 24 edition of Powersports Business.

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