Here is a common joke that you will often hear: “How do you make a small fortune in the motorcycle industry? Start with a large one.” Well, the next time you hear the lead-up, here is a new punchline for you: “Sell a limited edition model.”
Motorcycle manufacturers have been onto this gag for a while now, offering limited edition, numbered for collectors, pure unobtanium motorcycle models to the well-heeled masses.
There may not be that many people that can afford a motorcycle that costs as much as a modest house, but there enough of these people in the world that selling a couple hundred expensive superbikes a year is a pretty trivial feat – it helps too that many of these enthusiasts are return-customers too.
Take the case of Ducati, as our Bothan spies have provided us with some interesting information about the Borgo Panigale brand. Last year, the Italian company made more money on its special edition superbikes, than the regular models it sells.
