In the end, it was my relationship with the brand, the response from the consumer for the brand and the opportunities it offered… Ducati has evolved a lot from being a two-model brand sitting in the corner of a multiline operation. We did start out as Ducati only… that was the whole premise in 2009 when we opened,” he recollects. “We obviously didn’t know what was going to happen with the financial crisis and how long it would last!” Timing is everything, but maybe it would have been easier for Mike to stay in the car game making some easy money… “We did add another brand, actually two brands because we couldn’t make it as a Ducati-only dealer back then. Of course that didn’t make Ducati very happy, but we felt that we didn’t have any choice at that time.” But things have come full circle and Ducati Newport Beach is not only back to being a standalone store, they are one off Ducati’s flagship stores. “That is where we are most comfortable… I think that is where the crew is most comfortable.” Again deferring to the team concept that has held the operation together through recessions and pandemics alike.
Focus on dealers and Ducatisti the brand is paying off for the risk-adverse Guerin, and keeping the team in its happy place. “I feel that Ducati does the same, the focus is on those that support them. That’s the feeling we get as a dealer.” Continued on page 24
“With the evolution of the brand and Volkswagen Group buying Ducati it opened up the brand to go further along with development and make the product that much better.” Mike adds, “I knew VW had the ability to take this and really run with it! That is what we banked on a year and a half ago when we went back to being a single line store.” He cites the new Multistrada as a prime example of the benefits that came from being under the Volkswagen umbrella. “The 36,000 mile service interval — the bike is a game-changer. As a team, for us, it is all about Ducati. We don’t have to learn other brands, stock other parts, get other special tools and get other tech training. Instead we are focused on the brand… and I feel Ducati is the same way.”
FEBRUARY 2021
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