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An unforgettable industry moment

July 19, 2010
Filed under From the Editors

Nel PascaleSalt Lake City. August 2006. A darkened ballroom with a silhouette of light hitting two Ducati officials, one resting his hand on a gleaming red sport bike and the other slightly behind.

For what seemed the longest of moments, neither official said a word as an audience rose and broke into a thunderous ovation.

The introduction of the 1098 to Ducati’s North American dealer network nearly four years ago wasn’t only memorable for the dealers’ reaction, but the equally unforgettable reaction from the company’s North America CEO, Michael Lock.

Lock, standing on stage with the 1098 and then-Ducati Motor Holding CEO Federico Minoli, clearly struggled with his emotions, even taking a moment to gather himself, before continuing on with the 1098’s introduction.

In a private moment after the show, Lock spoke candidly about his reaction and his fervent belief that the 1098’s arrival to the market wasn’t just another new model introduction, but a real chance for Ducati to become so much more than just a niche brand.

That August 2006 dealer show was a moment that could highlight a career. It was a moment that came to mind late last week when Ducati announced Lock’s upcoming departure from the Italian manufacturer.

It was a moment that Lock’s eventual successor figures to one day be measured against.

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