NetApp | Ducati Uses Data To Enhance The Customer And Driver Experience

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Ducati Uses Data To Enhance The Customer And Driver Experience

Discover how AI, machine learning, and cloud drive innovation

May 30, 2019


Ducati data visionaries rely on data to:

  • Inform racing strategy and corporate decision making
  • Accelerate motorcycle development
  • Reinvent driver experiences

Andrea Spina realizes the potential data has to create new business opportunities. As CIO at Ducati, he and his team make data strategy a priority every day. On the track or in the boardroom, Ducati uses data to power its bike performance, race logistics, and customer experience. Ducati ownership is, for many, akin to joining an exclusive, exciting, members-only motorbike family: the Ducatisti.

As the leading manufacturer of specially designed motorcycles, Ducati is known for more than just high-performance engines and sophisticated design. It’s also known for elevating the customer experience via cutting-edge technology. As early adopters of artificial intelligence, machine learning, and cloud, Ducati harnessed the power of technology to improve performance.

Every year, the Ducati team participates in 19 races, in 15 countries, on 5 continents, as part of the MotoGP Championships. Ducati uses every MotoGP race as an opportunity to innovate and pull ahead of the competition.

Artificial intelligence and machine learning are the basis of competitiveness in MotoGP racing. Ducati uses virtual simulation to accelerate product development and reduce the number of physical prototyping cycles. This allows Ducati to drive down the cost of production. Data acquired during these test sessions further informs motorcycle setup, racing strategy, and decision making.

Ducati bikes are widely recognized for their supreme style, sophistication, and innovation, which allow customers to customize their bikes’ behavior. This innate customization creates a business advantage for Ducati, as they are able to collect and analyze huge amounts of data from daily riders.

Customers can also crowdshare data to optimize their bike’s presets, helping them maximize performance. Ducati’s business success will increasingly depend on their ability to understand customer needs from data and how people can connect.

“We chose NetApp because they truly understand the value and the power of data—they are the data authority,” said Spina. “The simplicity of NetApp’s technology enables us to leverage data in new ways, where real-time feedback delivers a more race-like experience for our customers.”

The motorcycle manufacturer is also working with NetApp to optimize their company’s Data Fabric. This strategy helps companies such as Ducati accelerate digital transformation within the enterprise and on the track. NetApp specifically helped Ducati build out a Data Fabric strategy to address their unique, rapidly growing data storage and data management needs.

“[With NetApp solutions], we can focus on transforming the sport of MotoGP racing and the road bike experience,” said Spina.

Learn how NetApp helps Ducati accelerate business innovation.

Founded in 1926, Ducati has been manufacturing sophisticated, sports-inspired, high-performance motorcycles for nearly a century. Its innovative style, design, and data-driven technology have powered global success and MotoGP World Championship racing.



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