Ducati’s brand strength is built upon a passionate ownership experience and the possibility for clients to “touch” the company via the Ducati Community. With Factory and Museum visits, dedicated Ducati Grandstands at races and events like World Ducati Week (1998, 2000, 2002, 2004, 2007, 2010, 2012, 2014, 2016), owners are constantly provided the possibility to be close to the company, a “reason to believe” in its product, and the motivation to belong to its community as a “member of the family”. The Ducati Riding Experience (DRE) is a perfect example of Ducati Community events and underlines the company’s responsible attitude to motorcycle safety. The full brand-immersion riding school uses highly experienced instructors and ex-World Champions to teach in a range of DRE courses from absolute beginners and intermediate road riders to highly competent track riders.
The Ducati Museum
The new Ducati Museum presents the most iconic racing and street bikes that have written Ducati history. It tells the Ducati story according to three narrative paths: the history of the production bikes, the brand's great racing heritage and, lastly, the main events in the company's history. From the pre-motorcycle products manufactured by the Ducati brothers in 1926 and the popular 1946 “Cucciolo” to the world-beating Desmosedici GP motorcycle, the Museum hosts over 44 legendary motorcycles, of which 26 racing bikes and 18 street bikes. The area dedicated to the production bikes is divided in four rooms, and every product is presented with its relative technical data and the description of the single components. Furthermore, there are artistic installations which make the exhibition even more actual and emotional.
The Fondazione Ducati participates in non profit activities linked to the world of Ducati and always puts passion and skill into its work. The Fondazione operates in many fields, particularly social, educational and cultural initiatives and it promotes information and awareness campaigns regarding road safety at the national and European level. Through the School of Restoration the Fondazione also carries out initiatives aimed at preserving and raising the profile of the company's technical and historical heritage as well as modern activities in the automotive field. The Fondazione also creates training initiatives through the Fisica in Moto project, a hands-on laboratory which takes students through an exciting, fun and educational path in the Ducati factory.Lastly, in order to promote the history of the company and its motorcycles, the Fondazione also manages the Ducati Museum located within the Borgo Panigale factory in Bologna. The museum is visited each year by numerous fans from all over the world.
Sustainability and environment protection
The protection of the environment and the reduction of the environmental impact due to its activities is a key theme in the development and continuous growth of Ducati. For this reason, in 2013, Ducati has embarked on a path towards sustainability with an Environmental Management System, defining its Environmental Policy and identifying a set of objectives and targets for the protection and safeguard of the environment.
As guarantee of work carried out, in 2014 Ducati has achieved certification for its Environmental Management System according to the ISO 14001:2004 International Standard.
In 2016, to concretely demonstrate the growing attention to sustainability, Ducati has decided, for the first time in its history, to certify to ISO 20121 the Sustainable Management System of "World Ducati Week 2016" event, by acquiring also a Sustainable Development policy. The World Ducati Week is the only event in the world, in the motorcycle field, certified according to ISO 20121:2013.
In October 2017, Ducati passed the certification audit on its Environmental Management System in accordance with the new 2015 version of ISO 14001.
There are also numerous activities developed within the Company over the years to mitigate the environmental impacts of its activities, such as the installation of a trigeneration plant able of supplying electricity, heat and refrigeration energy by reducing CO2 emissions into atmosphere, the reduction of volatile organic solvents, the activation of a biomonitoring project with bees.
Dual Education System Italy (DESI) Project
Since September 2014, Ducati and Lamborghini, Italian companies part of Audi group, have been developing “Dual Education System Italy”, a new process for education and training in Italy. The project enables young Italians to take the next important step of their dual education and training. DESI has been created in cooperation with the Volkswagen Workforce Foundation, the Italian Ministry for Teaching, Universities and Research, and the Ministry of Education of the region Emilia Romagna.
Based on the dual model already used in Germany, Ducati and Lamborghini aim to merge schooling with practical on-the-job training schemes within the company. In cooperation with the Fioravanti Belluzzi and Aldini Valeriani colleges in Bologna, 48 youngsters in the first edition and 26 in the second followed a dual education path in three different sectors as a way of getting ready for the labour market.