Privacy notice for the processing of personal data

In accordance with the provisions of the General Data Protection Regulation no. 679/2016 ("GDPR")

The company Ducati Motor Holding S.p.A. ("Ducati") as data controller informs you of the following regarding the processing of your personal data pursuant to art. 13 of EU Regulation 2016/679 on the protection of personal data ("Regulation"). 

Categories of data collected, Purposes and Legal bases for processing

Ducati processes the personal data (personal details, contact details and possibly bank details) that you provide upon registration on our website ("Site") and on the specific sections of the same during events, fairs and shows organised or attended by Ducati and the personal data collected during your interaction with Ducati, including details of your purchases. 

With reference to the activities of sale and interaction with Ducati, these also include the activities carried out in points of sale and on-line, such as the managing of your interaction with our websites and internet and mobile applications (registration to websites/Apps and on-line initiatives such as newsletter, mailing list, events, prize contexts, promotions) and providing to you information/material, upon your request. 

We process your personal data for the following purposes.

A. Management of the relationship with the Customer: in order to allow registration and authenticated access to the Site; to reply to your requests for information and/or material; to provide you with the requested products, services and assistance, together with relevant after-sale services (for example, guarantee), including the data processing necessary to manage your electronic signature on contractual documentation (through graphometric signature on tablet); to duly comply with contractual obligations or to carry out pre-contractual activities on your request (for instance, by contacting you after you requested a quotation and/or other request for information or claims) also through transmission of data by Ducati to our sale network (i.e. dealers) or to third parties which Ducati has a contract with. Legal basis: fulfilment of pre-contractual or contractual measures requested by the data subject.

B. Marketing activities: in order to send promotional newsletters; commercial or advertising communications; offers on products, services and initiatives of Ducati's commercial partners; for direct sales, product surveys aimed at surveying the degree of satisfaction of Customers and potential Customers. This is performed by e-mail (newsletter), telephone, SMS, MMS, chats, banners on the website, instant messaging, social networks and traditional mail, including sending invitations to events in which Ducati participates or organised by Ducati, by the Ducati sales and assistance network or by Ducati's commercial Partners. 

Legal basis: consent of the data subject

C. Soft-spam activity: use of the e-mail addresses you provide when purchasing one of our services and/or performance and/or products in order to offer you services, performance and products similar to those purchased by you. We may also send you surveys for non-commercial purposes, being absolutely not mandatory, if you would like to help us evaluate and improve the quality of our customer service. 

We collect data from your survey responses (both service and product surveys) which on their own or if used together with other information we hold about you, may allow us to identify you.

Legal basis: legitimate interest.

D. Profiling activities: collection of information relating to your preferences, habits, lifestyle, information on your interaction with Ducati, as well as the details of your purchases to create group and individual profiles ("profiling") and, if you have given consent for marketing activities, also sending you personalised promotional communications and offers.

Legal basis: consent of the data subject.

E. Use of the Ducati Link App: in order to use some of the functionalities offered by the App data relating on your geographic location and in some cases on your movements as registered by the GPS system of your Apple or Android device is required. In particular, you can activate and deactivate at any time, through the device on which the App is installed, the features related to the geolocation service and recording of routes travelled, the sharing of routes with other users of the App, the community services (possibility to invite other users on suggested routes, comment on the routes and share photos), the geolocation service of Ducati workshops, the recording of riding parameters, and can receive warnings on bike maintenance and conditions. The data related to your geographical position and your movements are processed by Ducati only to activate the functions of the App when you request such functions. Data will be recorded both on your device and on Ducati's servers, so that you can also access them through MyDucati platform even in case of subsequent replacement or loss of your device. You may at any time delete the data recorded via the App itself or your MyDucati account. 

Legal basis: consent of the data subject for use of geolocation functions; execution of pre-contractual or contractual measures requested by the data subject in order to use the services of the App.

F. Social Login: With the account of some social networks, such as Facebook or Twitter, it will be possible to login to the App and the Site (the so-called "social login"). Personal data used for the functioning of the App or registering on the Site are collected directly from you, save when you expressly asks for registration to the App and relevant login through social network at the first access or following the same if you are already registered. If you use these features, Ducati will store through the reference social network only the information coming from your profile of which you expressly authorised the sharing from the social network to Ducati. Matching the social network profile will appear on your relevant social network accounts, whose specific privacy policy should be referred to for further details. Ducati does not send any information about you to social networks.

Legal basis: consent of the data subject. 

G. Social Listening: we carry out social listening/monitoring activities in order to intercept reports concerning product safety, monitor brand perception, services or campaigns, through research carried out on public domain information present on Social Media, Sites, Blogs, forums and the like. Such information may also include individual quotes or personal data such as, but not limited to, personal and/or contact details (e. g. first name, last name, address, etc.). Such personal data will mainly be processed in an aggregate manner for statistical purposes. Further processing, such as proactive actions in order to solve product-related issues, will only be carried out in case of product safety or functionality issues. 

Legal basis: legitimate interest. 

H. Defence in court and fulfilment of legal obligations: Use of the data provided for the exercise of rights in court as well as for the fulfilment of obligations under the pro-tempore legislation in force.

Legal basis: legitimate interest/legal obligation.

Sharing of data and transfers outside the European Economic Area

Ducati communicates and shares your personal data to the following categories of recipients: duly trained and instructed personnel; Dealers or business partners in order to allow the same to provide you with the information, products or services you have requested; Third parties appointed as data processors such as service providers, e. g. for services of a technical and organisational nature which are functional to the purposes indicated above such as independent contractors, also in associated form, shipping companies, marketing, payment management; other companies of the Ducati Group, importers, dealers and our business partners on the basis of the applicable privacy law. In case of data transfer to companies of the Ducati Group, of the sales network or third parties contractually bound to Ducati, the necessary precautions for a legitimate data transfer are adopted (e. g. through the adoption of the Standard Contractual Clauses approved by the European Commission).

Data Storage

Your personal data are kept by Ducati for the time being strictly necessary to pursue the purposes for which they are collected. Legal regulations impose obligations to keep documents for accounting and administrative purposes that according to the ordinary period of limitation of the contractual actions we will cancel after 10 years, starting from the moment of contract termination. The data recorded by our Apps (e.g. Ducati App Link) will be kept for 12 months starting from your last access, while the Account, including the data you entered yourself, will be deleted upon your specific request. Personal data processed for the purposes listed above (letter-B-G), will be kept for a maximum of 5 years for non-Customers and 10 years for Customers and former Customers. Such a term is considered appropriate given the frequency of purchase of our products, which are deemed to be luxury goods. 

Once the retention period has expired, personal data will be automatically deleted or made anonymous.

Rights of data subjects and contact details of the Controller and the DPO - Data Protection Officer

You may contact the Data Controller of personal data processing: Ducati Motor Holding S.p.A, with headquarters in Via Cavalieri Ducati 3 - 40132 Bologna (BO), Italy. You may contact the Data Protection Officer, who is domiciled at the Data Controller's registered office and can be contacted at the following email address:, to obtain the updated list of our data processors (i.e. our service providers), of the parties to whom the data are disclosed and to exercise the following rights as per art. 15 et seq. of the Regulation; to get access to your data to verify their existence and other information related to them, to obtain their rectification or cancellation, to request data portability, to obtain limitation of processing and to lodge a claim to the Supervisory Authority (the Authority for the Protection of Personal Data). In addition, you may, at any time, object to the processing of your personal data being processed if you are legally entitled to do so.