For brokers and insurers active in the motorcycle market, there is a new trend emerging; the factory custom, created on-demand. Ducati launched their Unica service last week and it offers a select few wealthy bikers the chance to create a Ducati that is a true one-off, even a blue and yellow one. Why limit yourself to a collection of red 916/996/SPS/Panigale models, right?
To be fair, this is private client, high net worth stuff, but the same `Build-A-Bear’ approach has been used for years by Fiat with the 500 car and Mini, with their custom Cooper models. So in theory there is nothing stopping Harley, BMW, KTM, revived BSA or the big Japanese brands from offering a bespoke bike building service. That does add a layer of admin when underwriting and quoting of course.
How will the Ducati Unica deal work? Glad you asked.
Ducatisti who join the program will be able to enter the Ducati Centro Stile atelier in person, describe their desires to the designers and follow, during periodical visits and see the progress of their motorcycles. With the support of the Unica team, the customization process will be outlined, defining every detail: precious materials, dedicated finishes, special colours and Ducati Performance accessories. All in compliance with the stylistic criteria that identify a real Ducati.
Andrea Ferraresi, Centro Stile Ducati Director: “Design is a distinctive element of our creations. We wanted to give Ducatisti the chance to identify themselves even more with their own bike, making it a direct expression of each person’s individual style. Therefore, we created Ducati Unica, an exclusive program that testifies to the excellence of Made in Italy of which Ducati is a representative in the world. An exciting and unforgettable experience of customization to be experienced directly within our Centro Stile. The moment in which Ducatisti finally see their bike is very exciting for us at the Centro Stile and a source of great pride.”
Each Ducati Unica will come with a certificate of uniqueness, which attests its originality and ensures its non-replicability and as you might expect, this is strictly limited edition stuff. IE would guess that if your name was Fogarty, McGregor or Reeves ( Keanu not Rachel) then you may well be nearer the front of the queue.
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