December 2, 2025. Shanghai —In the world of high-performance motorcycles, Ducati, an iconic Italian motorcycle manufacturer, stands tall as a symbol of speed, design, and passion. Yet in China, where regulations, consumer expectations, and changing notions of prestige are reshaping market dynamics, a dilemma has emerged: how can the company’s successful formula be retuned for a new market reality?

To answers these questions and more, CEIBS today welcomed Fabio Lambertini, CEO of Ducati China, for a compelling Executive Forum entitled The Ducati Dilemma: Global Passion, Local Tuning.

Moderated by CEIBS Associate Professor of Finance Mattia Landoni, the event brought together CEIBS faculty, alumni, students, and industry experts for a candid conversation on how Ducati balances its Italian racing DNA with the fast-evolving expectations of Chinese luxury consumers.

Market headwinds and Ducati’s long-term strategy in China

Opening the discussion, Mr. Lambertini introduced Ducati’s deep Italian roots and brand philosophy. Founded in Bologna, Ducati went from a company producing radios to a world-leading motorcycle manufacturer. The firm has long been driven by a mission to create exciting experiences through high-end motorcycles that combine sophisticated technology, sensual beauty, and an authentic Italian style.

Yet, as he noted, translating this heritage into China’s fast-moving market requires new thinking, new strategy, and a nuanced understanding of local realities.

“Our segment dropped 35% this year, a continued decline in overall volumes,” Mr. Lambertini said, attributing the sales slowdown largely to a period of the lowest consumer confidence on record. “This is impacting not only us, but even the whole luxury industry.”

“What I'm trying to do is not focusing on revenues, but more on profitability to build a long-term strategy here in China. To do so, you need to rebuild the trust on the client side. That is super important, especially here in China,” Mr. Lambertini explained.

The role of “mianzi” in consumer decision-making

The conversation then turned to cultural dynamics, particularly the role of “mianzi”, or “face”, in luxury consumption. Prof. Landoni introduced the concept of “mianzi ROI”, the idea that Chinese consumers seek both emotional and social returns on luxury purchases beyond their physical attributes.

Mr. Lambertini suggested that while some global competitors enjoy broader brand recognition, Ducati intentionally maintains a more niche appeal. “We want to be the most desirable brand, not the most common one,” he said, emphasising Ducati’s strong community culture and loyal owner clubs worldwide.

Navigating regulation and local adaptation while maintaining Ducati’s global DNA

Among Ducati’s biggest challenges in China is the “13-year rule,” which requires all motorcycles to be destroyed after 13 years. “For a bike that can cost up to RMB 1.5 million, telling customers they must scrap it after 13 years is painful,” Mr. Lambertini said.

Beyond regulatory hurdles, Ducati must also navigate the question of how to adapt to China’s market without diluting its Italian racing heritage, Mr. Lambertini said, which he described as “one of the most challenging aspects” of leading Ducati China. To succeed, he noted, the company must tailor its marketing, services, and customer experience to local expectations without compromising its Italian racing DNA.

“In China, you need to adapt your strategy at the local level. This doesn’t mean to change the DNA, but better understand local needs, how you approach the clients, what kind of services they expect, how we approach in terms of marketing activities,” he explained. “What I'm trying to do is to customise this, and to bring it here in China. So to have this so called ‘In China, for China’ approach.”

As a case in point, he highlighted Ducati’s collaboration with Pop Mart in developing a “Skull Panda” collection, which sold out in seconds online, an innovative and localised partnership that resonated strongly with young Chinese consumers.

Looking ahead, Mr. Lambertini remains optimistic about China’s long-term economic prospects despite short-term challenges. “I'm sure that China will be back, and we still need to keep in mind that the GDP growth is still 5% […]. So, it's only a matter of time and a matter of recovery of the consumer confidence index,” he concluded.