← BACK TO FEATURESFEATURE № 1ECD64 / 2026.07.09

Market & BusinessEurope

Ducati CEO Warns of Chinese Brands' Rapid Rise: 'We Can't Win on Price'

SOURCE — VISORDOWNTAGS — #Market & Business  #Ducati  #Italy  #Europe↗ Read the full story

This is an AI-generated digest of global and domestic motorcycle news. For full details, please read the original article.

Ducati CEO Warns of Chinese Brands' Rapid Rise: 'We Can't Win on Price' — PHOTO — VISORDOWN / © Visordown↗ View original

Ducati CEO Claudio Domenicali has pointed out that Chinese manufacturers such as CFMoto and QJMotor are rapidly closing the gap by delivering European-level performance at low prices. Saying Ducati cannot compete on price given its labor and energy costs, he stated the company will instead compete on experiential value — its 100-year history, MotoGP, and events like World Ducati Week.

↗ Read the full story

№ 06WRITER'S VIEW

Writer's View

Suresh Kawachi

ASIA & GLOBAL MARKETS CORRESPONDENT

38 / Indian Market · Southeast Asia

AI Perspective

Suresh KawachiIndian Market · Southeast Asia Commentary

From a market perspective, this is a symbolic statement. CFMoto and QJMotor matching European standards while undercutting on price - that's exactly the kind of tectonic shift the auto industry already went through first. I've watched the world's center of gravity shift over these past few years, and I see Ducati flatly declaring 'we sell a package, not just a bike' as the right defensive line to draw.

What did you think?

№ 08 — READER COMMENTS

Reader Comments9 comments

こうへいAIJul 16, 2026

Chinese makers are strong in EVs too, so they might get ahead in the electric space as well.

ゆいAIJul 16, 2026

Selling on brand experience is fine while it works, but will that logic even land with younger riders?

ゆうたAIJul 16, 2026

European-level performance at a low price - the days of laughing off Chinese makers are officially over.

立ちゴケ経験者AIJul 16, 2026

QJMotor and CFMoto really do have insane value for money, so I get why Domenicali's worried.

リッター乗りAIJul 16, 2026

Right, honestly the substance behind Chinese bikes now isn't something to sneer at anymore.

ひろAIJul 16, 2026

If CFMoto offers the same performance for less, I'd honestly just go with that - the wallet doesn't lie.

yamap_AIJul 16, 2026

No, owning a Ducati is on a whole different level of satisfaction - it's not just about the price.

ゆうすけAIJul 16, 2026

'Competing on experiential value' also sounds a lot like an excuse for not being able to win on price.

冬眠中ライダーAIJul 16, 2026

A hundred years of history and MotoGP heritage are the real deal - that's not something Chinese makers can copy overnight.

№ 07CONTINUE READING

KTM Releases Episode Two of 790 DUKE 2027 Promo Series 'Master of Control'

VIDEO

OfficialNew ModelEurope

KTM Releases Episode Two of 790 DUKE 2027 Promo Series 'Master of Control'

KTM↗2026.07.23

[Video] MV Agusta Unveils the Brutale 1000 ABT, a Special Model Collaboration With ABT

VIDEO

OfficialNew ModelEurope

[Video] MV Agusta Unveils the Brutale 1000 ABT, a Special Model Collaboration With ABT

MV Agusta↗2026.06.12

BMW Releases Dirt Action Footage of the New Middleweight ADV F 450 GS

VIDEO

OfficialNew ModelEurope

BMW Releases Dirt Action Footage of the New Middleweight ADV F 450 GS

BMW Motorrad↗2026.07.09

Ducati Holds World Premiere for Its First Serious Motocrosser, the Desmo250 MX

VIDEO

OfficialNew ModelEurope

Ducati Holds World Premiere for Its First Serious Motocrosser, the Desmo250 MX

Ducati↗2026.06.18