DUCATI SANFORD
Dealer Of The Year North & South America By Robin Hartfiel
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ateline: Bologna, Italy Ducati HQ — October 16th, 2023 Ducati Sanford was announced the 2023 Best Ducati Dealer of North & South America by Gianfranco Giorgini, Director of Operations at Ducati Motor Holding. “This cements Ducati Sanford’s status as a trailblazer in the world of Ducati dealerships,” says Giorgini. The backstory is even better than the headlines as this dealership burst onto the scene to become with world’s best in five brief years! “This accolade is not just a personal milestone for Ducati Sanford but a momentous achievement for Sanford and Central Florida,” adds Dealer Principal Nate Stickney. “The announcement, officially declared at the Ducati Global conference in Italy marks a remarkable journey for the dealership, which convinced Ducati to establish its Central Florida roots in Sanford rather than the initially proposed location in metro Orlando.” So how does a dealership in central Florida with a population base barely over 60,000 become America’s best Ducati dealership? It is not exactly South Beach for selling high end bikes to well-heeled urbanites, nor is it Daytona selling race bikes to track day warriors. Stickney silences the critics by saying his team created their own customer base, demographics be damned. “Our secret sauce has been in fostering a tight-knit local Ducati community, delivering stellar customer experiences, mastering the art of digital marketing, and throwing epic events.”
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This formula for success works. “Our stellar team has crafted an atmosphere that’s not just a dealership, but a unique and inviting hangout. Sanford, Florida, is now a buzzing hub for motorcycle enthusiasts, with a vibrant scene that includes many franchised dealerships and a network of strong independents, 73Moto Cafe, biker bars, bike nights and more. Our strategic location is actually closer to Daytona Beach than you might think, which gives us the upper hand during major rallies like Bike Week and Biketoberfest. Believe it or not, the motorcycle culture is thriving right here in Sanford!” Like real estate, it is location, location, location… but that doesn’t fully explain how the operation went from a startup in 2019 to capo tutti capo in five years. “I would say our rapid ascent may be attributed to a combination of visionary leadership, a customer-centric approach, active community engagement, innovative marketing and social media, hosting events, carrying premium product, adaptability, and a strategically advantageous location,” Stickney sums it up. “This multifaceted strategy is what helped our climb to the top in such a short timeframe.” Now a Ducatisti of the first order, Stickney was an unlikely convert as his career seemed to be colored by orange and black. “My journey kicked off back in 1999 at a Harley dealership in Detroit, Michigan, where I cut my teeth in the parts department. Fast forward to Orlando, Florida, relocation for tech school… I quickly discovered that wasn’t the direction I wanted to go. So I took a sales position in a multi-line powersports dealership.” He found his true calling there, racing through the ranks from F&I to General Manager.