Ducati to simultaneously unveil 2011 Diavel at dealers nationwide

Publish Date: 
Mar 23, 2011

On Friday, Ducati showrooms across North America will unveil Ducati’s latest labor of love, the 2011 Diavel, in a simultaneous event the manufacturer is dubbing “Diavel Night.”

Participating dealers (about 110 in all) are hosting red-carpet events in their showrooms and, in the case of Southbay Motorsports of Chula Vista, Calif., and Ducati Indianapolis, in their respective communities. Southbay Motorsports’ event will be at a local restaurant, while Ducati Indianapolis is hosting its event at a local art gallery.

“Our dealer network has a wide range of creative events planned,” says Jason Chinnock, Ducati’s North America director of sales and marketing.

Most participating dealerships are promoting their events on website homepages. MotoCorsa of Portland, Ore., is also allowing riders to RSVP through its Facebook page.

According to John Paolo Canton, the company's public relations manager, Ducati has been planning the event since November of last year, encouraging dealers to plan their own events using marketing materials the company has distributed to its network.

“For the dealers who really market [the event], who really seize the opportunity and make the most of it, it always ends up paying off,” Canton says. “Customers are excited, the event makes a splash and they sell a bunch of them.”

The new Diavel features ABS, Ducati Traction Control and Ducati Riding Modes, and 162 hp, among other specs. Visit www.ducatiusa.com for a the full list of participating dealers.

Posted by Cynthia Furey