The Italian motorcycle manufacturer Ducati is now offering a customization program called Unica, allowing owners to personalize their new machine right from the factory. According to Ducati, each bike in the Unica program will be unique, as there will be no duplications of any owner's design choices. The Unica program is extremely limited and likely very expensive.
Ducati has announced in a press release that from 2023 it will produce only one Unica motorcycle per quarter or four per year. Which makes it all the more exciting and intriguing.
Knowing The Unica Program
In Italian, 'Unica' means 'unique', and that is precisely what Ducati is aiming for: a one-of-a-kind custom Ducati motorcycle for the owner. With Ducati Unica, the Centro Stile Ducati welcomes Ducatisti and assists them in realizing their dream: to work directly with designers and technicians to create a motorcycle that is one-of-a-kind in the world. Ducatisti who enroll in the program will be able to visit the Ducati Centro Stile atelier in person, express their desires to the designers, and track the progress of their motorcycles during periodic visits, witnessing firsthand the level of dedication and attention to detail that Ducati devotes to each customization project.
Each Ducati under the Unica program is delivered to its owner with a certificate of uniqueness that validates its authenticity and guarantees its non-replicability. Dealers for Ducati are an essential part of the project. They will provide the necessary information to request access to the program, which is available globally and applies to all Ducati models, including the Ducati Scramblers. Because of the one-of-a-kind nature of each Ducati Unica project and the meticulous attention to detail that goes into each one, the company can only accept a few requests each year and only those that are in keeping with the brand's values.
The Philosophy Of Unica
The Unica program is based on Ducati's philosophy that design is a distinguishing feature of the company's creations. The company had been working on launching a project that would allow Ducatisti to identify themselves even more with their own bike, making it a direct expression of each person's individual style, for quite some time. As a result, Ducati Unica was born, a highly exclusive program that attests to the excellence of Made in Italy, of which Ducati is a global representative. An exciting and unforgettable customization experience to be had right inside Centro Stile.
In North America, the first Unica pilot project began with the number 500 of 500 Superleggera V4, which was customized at the request of Dave Enders, a long-time Ducati fan who has owned many of the company's flagship models. Enders drew inspiration for the design from his Lamborghini Aventador SVJ. The Ducati Newport Beach dealership in California held an event to highlight this unique bike.
A Unique Initiative
While the Ducati Unica's level of customization is unique in the two-wheeled world, it's nothing new in the premium automotive world. Lamborghini, for example, which, like Ducati, is owned by the Volkswagen Group, has its own program, Lamborghini Ad Personam, which allows customers to choose finishes and materials with the help of Ad Personam Studio staff. Ducati is following Porsche's lead by launching a new factory customization program to allow customers to create the one-of-a-kind bike of their dreams. Porsche refers to it as the Sonderwunsch or Special Wishes program, while Ducati refers to it as Unica.
As if Ducati's many limited production run models weren't enough, the program signals its intention to distinguish itself as a maker of ultra-premium motorcycles. It brings some supercar experience to the two-wheeled world, particularly in terms of distinctiveness and customer service quality. The Ducati Unica program directly benefits the smallest percentage of Ducati owners, which is also likely designed to influence brand perception. This program is intended for Ducati owners who have strong emotional attachments to their motorcycles. The company will use this program to try to understand how owners feel about their bikes because materializing customers' perception leads to customer satisfaction, which builds trust in the brand. Needless to say, trust leads to future growth.
Prices for the Unica program were not disclosed because each bike will be unique, and customers will be well-cared for. In a press release, the company stated that each stage of the bike's development will be documented and include the owners' participation, from the first sketches to the delivery photos. The customization process will be outlined with the assistance of Ducati professionals, defining every detail, including precious materials, dedicated finishes, special colors, and Ducati Performance accessories.