The annual Ducati Global Dealer Conference was held in the week of November 2 to 6, and for the first time in its history took place in a completely digital way.
The Global Dealer Conference is one of the most significant moments of the year for the Borgo Panigale motorcycle manufacturer. On this occasion, in fact, Ducati has the opportunity to interact with its global network of dealers, take stock of the year just ended and plan all activities for the next one with the preview presentation of the new models in the range.
For 2020, the complicated global health situation did not make it possible to physically carry out the annual meeting, which in past years had always taken place in Italy with personal attendance. Ducati therefore chose to revitalise the event, organizing the first virtual edition in history and obtaining record participation numbers. In total, more than 5,000 participants in the 2020 Global Dealer Conference were connected from 87 different countries.
The goal of this online convention was to make all participants feel an integral part of the Ducati family. To do this, in addition to having extended the invitation to all employees of the Borgo Panigale headquarters, the Ducati Motor Thailand plant and all the subsidiaries of Ducati in the world, a series of moments within the platform were set up to reduce distances and facilitate discussion. These initiatives included an always active chat with Ducati VP Global Sales & After Sales Francesco Milicia, the Museum Online Journey (the virtual tour of the Ducati Museum available in 8 languages) and a virtual coffee lounge that allowed the various users to carry out networking.
The highlight of the 2020 edition of the Global Dealer Conference was the live streaming with the preview presentation of the Ducati models for 2021. Thanks to simultaneous translation in 8 languages, dealers from all over the world were able to discover the characteristics of the new bikes. In addition, a "closed room" exclusively dedicated to the Multistrada V4 was reserved, within which the participants were able to directly ask their questions to the project managers.
As usual, the convention ended with the Ducati Dealer Awards ceremony, in which the best 2020 dealers for each geographical area were rewarded. An innovation for this year's ceremony was the introduction of a new award: the "Best Adapter Ducati Cares & Online Sales", dedicated to the dealer who has most distinguished himself on digital issues and Ducati Cares program.
Despite the difficult situation, Ducati tried to communicate confidence to all its dealers, obtaining positive feedback on the organizational level of the virtual event and conveying the values of Style, Sophistication, Performance and Trust that characterise it in the best possible way.