Ducati Milano: Passion Meets Organization (and Data) 22 Jul 25

We explored this topic in one of the most content-packed episodes of the Vita da Concessionario Moto podcast, in conversation with Fabio Di Chiara, General Manager of Ducati Milano. What began as an interview soon turned into a journey through strategy, community, and digitalization—always with the customer at the center.

Stepping Into the Ducati Store Feels Like Entering Borgo Panigale

The Ducati Store is not just a dealership—it’s a physical extension of what the brand stands for: style, performance, and Italian heritage. Every detail, from the interior design to the display of motorcycles, conveys the same care and emotion that you breathe inside the Ducati factory.

As Fabio puts it: “The customer should feel at home with Ducati, wherever they are.” This philosophy is the heart of the store’s success in Milan: a coherent, carefully crafted, and immersive experience.

The Modern Dealer Is a Complete Entrepreneur

The role of the motorcycle dealer has changed. It’s no longer only about selling motorcycles. Today, it requires an entrepreneurial mindset—managing events, communication, logistics, after-sales services, and above all, data.

Fabio leads by example. He doesn’t just delegate; he is directly involved. He talks with customers, publishes content, coordinates events, and analyzes numbers and results. A true all-around manager.

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Communication Requires Both Logic and Presence

Fabio is highly active online. LinkedIn, Instagram, newsletters, the website—every channel is used with a clear purpose. It’s not just about “being there,” but about telling stories, engaging people, and building trust.

The interesting part? Everything is interconnected. The newsletter has a trigger, social media leads to a form, the website tells stories optimized with keywords—even targeting those searching for a competitor’s motorcycle. Everything is coordinated, integrated, and personal.

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Events Don’t Happen by Chance—They’re Designed

Every test ride is an experience built with care. It starts with selecting the right participants (yes, working with the database!), planning the route, involving the right staff, and continues afterward with follow-ups, calls, and new offers.

Fabio strongly believes in human contact: “When there’s a real relationship, a phone call is still the most direct way to show genuine interest.”

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It All Starts With Data. But Without Feedback, You Go Nowhere

Fabio sums it up perfectly: “I can talk about artificial intelligence, but if I don’t have feedback from the dealer, I get nowhere.” Numbers matter—but only if they are read, contextualized, and compared with real experience.

He reviews every initiative, identifying what worked and what didn’t, always involving the team. Mistakes are part of the process. It’s not about chasing metrics but about using data to truly improve.

Ducati Milano: A Concrete Example

Organization, empathy, presence, method. Fabio and his team show that even a local dealership can operate with the tools and vision of a global company—without ever losing the human touch that makes every motorcycle, and every customer, unique.

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