Ducati Japan

NOVEMBER 2021 Workplace / Text by Toby Waters / Photo by Nozomi Fujimura

Ducati’s mission is to enrich people’s lives through amazing experiences with beautiful, high-tech two-wheelers of the most exceptional quality. This is the driving force behind the launch of the Ducati Riding Experience (DRE) in Japan this year.

“The feeling of riding a Ducati is unique, and we want to share this feeling,” says Mats Lindstrom, president and representative director of Ducati Japan. “One of our DRE participants said, ‘I’ve never had such a premium experience. It felt like I was attending a private lecture, and was given the highest level of service.’ ” •