Check out the first ride review video of the new Ducati MIG-RR. Built by Thok bikes but branded as Ducati, for the first time Ducati will be selling an Electric bike both in dealerships and on its own website.
Be interesting to see if Thok bring out a non Ducati version.
Ducati may do this when it is emblazoned across a motor bike, but does it do the same on an emtb? Does the brand transfer itself to an emtb, or are we just supposed to trust them because it’s a Ducati?
I feel a bit suspicious. Not because I don’t like Ducati, I don’t ride a motorbike and I have no feelings one way or the other about Ducati. I feel suspicion because I sense that Ducati are trying to transfer their image and values into an area where they have no expertise. They are in fact using the expertise of Thok. If you are a fan of Ducati, you may assume that Ducati have done their homework and carefully selected Thok from all the other emtb makers. That they have carefully monitored and quality assured the work of Thok may be a given, if you are a fan. But if you are neutral? Then I would be asking how much of the price is the Ducati license? I’d rather have Thok’s expertise without the Ducati branding. What am I buying? Who fixes the warranty problems? Who provides the aftercare? I’d rather it be Thok than Ducati. And all I know about either company is that Thok make emtbs and Ducati make motorbikes.
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