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
Opened in 1998 at the Ducati factory headquarters in Borgo Panigale, Bologna, the 850 m2 Ducati Museum features over half a century of racetrack heritage and has been visited by enthusiasts from all over the world. 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 46 legendary Ducatis. It represents Ducati’s history of technological innovation, award-winning design and exceptional racetrack performance.
In 2012, the Emilia Romagna regional section of the Ministry for Cultural Heritage and Events officially announced Ducati’s Technical Archive and Museum to be of such valuable historic significance that it is now recorded on the region’s Cultural Heritage list.
The “Fondazione Ducati” (Ducati Foundation) is a passionate, non-profit organization that participates in social, educational, cultural and road safety initiatives, promoting and providing information and awareness at both Italian national and European levels. Nominal entrance fees to the Ducati Museum contribute to the Fondazione, further underlining this constant association with heritage preservation.
Fisica in Moto
Fisica in Moto (Physics in Motorcycles) is an interactive physics laboratory situated in a purpose-built facility in the Ducati factory in Borgo Panigale, Bologna. Intended specifically for high school students, the laboratory is the result of an innovative collaboration between the “Fondazione Ducati” and the Liceo Malpighi (Malpighi high school) in Bologna. The fascinating course has been joint-developed by professors from Bologna’s Malpighi high school and Bologna University lecturers and demonstrates the laws of physics in motorcycling terms with ingenious interactive experiments and exercises.
Dual Education System Italy (DESI) Project
Since September 2014, Ducati and Lamborghini, Italian companies that are part of the 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 labor market.