Ducati Puts Focus on Service Education

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As part of its move toward increasing market share and creating new Ducatisti, Ducati North America is putting a major emphasis on service as an pillar of its growth strategy.

Not only has the OEM promoted extended service intervals for new models — designed to change the perception of ownership costs — in 2009 it launched the Ducati Level 3 Master Technician program.

The new training initiative is designed to separate Duc from the other manufacturers by producing service technicians that can not only diagnose and fix the company's increasingly complex sportbikes, but can also work with customers to tailor their bikes to their specific needs. It's very close to providing customers with their own track-side tuner, said Austin Gray, Ducati's technical director.

The program is designed around four different modules — a course on the Ohlins suspension, advanced dyno training, engine blueprinting and an advanced electronics course — and is available to all level two techs with at least two year's experience.

Once they complete all the modules, the techs get their level three certification and the dealership for which they work will be identified on the Ducati website as a "master technician dealership." The site will also feature a profile of the technician detailing his or her expertise and background.

Dealers can then market the master tech capabilities. In fact, in a recent edition of the Ducati dealer newsletter, David Bingham, co-owner of Bend Euro Moto in Bend, Ore., talked about being one of the first level three master techs in Ducati's dealer network.

"My master technician plaque hangs right next to the service counter and validates my skills to our customers, giving them the confidence to turn the prized possessions — and their money — over to me for tuning, maintenance and more," Bingham explained.

Click here to read the main story on Ducati's 2010 dealer meeting.