Pure Content

Look at more stuff. Think about it harder.
12.03.2003
 fruit

customer-driven product development

Ducati, maker of luxury motorcycles, is taking an Internet-driven approach to developing new bikes, according to this article from Fortune.

The eternal question for automotive manufacturers is whether it's worth mass-producing their concept vehicles.

These are the big questions all manufacturers would like to have answered before they launch new products. Ducati is using the Internet in a way that’s unique among vehicle makers to help answer them at very low cost. Bike buffs who log on to the www.ducati.com website can fill out a detailed "opinion survey" (http://www.ducati.com/sportclassic/index.jhtml#) that gives them a chance to weigh in on all sorts of styling and equipment matters. Motorcyclists are a notoriously detail-oriented lot, and now they can comment on the fine points of future machinery they might like to buy. All importantly, the quiz asks: how much would you pay for these bikes?

. . . . "We’re getting a tremendous amount of feedback, and the company is going to sift through it and see what themes keep cropping up from Los Angeles to Tokyo to Berlin," says Michael Lock, CEO of Ducati North America in Cupertino, Calif. "Ducati is very much interested in hearing what people think before we bring this kind of machines to market. And we’ve got to be open to changing things they don’t like."


Power to the people! (And help to the manufacturer.)

EJ in Richmond

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