Enthusiasts Groups
A key part of Ducati's marketing strategy since the 1990s has been fostering a distinct community identity in connection with branding efforts including online communities and local, regional and national Ducati enthusiast clubs. There are more than 400 Ducati clubs worldwide and 20,000 registered users of the Ducati Owners Club web site and 17,000 subscribers to the racing web site. Enthusiasts and riders are informally referred to in the motorcycling community as Ducatista (singular) or Ducatisti (plural).
In North America there are several Ducati enthusiasts organizations with varying degrees of factory sponsorship. DESMO, the Ducati Enthusiast Sport Motorcycle Organization, is a North American group affiliated with the factory Desmo Owners Club. Some groups are focused on vintage Ducatis while several are based primarily or entirely on email discussion lists or web forums such as Ducati.net.
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