
The old adage win on Sunday, sell on Monday is obviously being surpassed nowadays by favourable exchange rates (although Ducati's bikes are still some of the most expensive) and beautiful, reliable and technologically advanced machines. Despite their recent failure to win in MotoGP with the hugely charismatic but also hugely expensive Valentino Rossi Ducati are doing rather well.
Yamaha, Honda et al need to learn a few lessons from Ducati (and Triumph) that it is aspirational bikes and a trusted brand, rather than winning races, that sells in today's market.