Alberto Strada
Managing Director of Ducati Motor (Thailand)
Strada expressed his gratitude for the opportunity to move to and work in this country. This experience allowed him to deeply engage with a different culture, history, and way of life, which in turn opened his mind to new perspectives. He emphasized the importance of adapting to living and working in a country with different beliefs and customs.
The main values here in Thailand are really similar to Italy,
“The concept of family here is that of an extended family, based on creating harmony. This is similar to Ducati, where the village and temple concept is important and serves as the center of life, akin to the church in Italy.” After working more than 4 -5 years in Thailand, Strada expressed his desire to continue working in the country. He feels comfortable with a great family and has a strong sense of community and belonging.
Born with a Passion for the Street
Strada shared his personal background before joining Ducati. His name, Strada, means “street” in Italian, which he believes signifies his destiny with a life related to motorbikes. His family has a history of riding motorcycles, starting from his grandfather to his father, a passion that has been passed down through generations.
“I was not born into Ducati, but Ducati has a unique way of growing on people,” Strada said. He joined in 2010, initially working as a peer technician in the vehicle testing department, then progressing to director of product development. Eventually, which was a significant change in his career, becoming the managing director in Thailand.
“I've been working in Thailand for five years now, arriving here in October 2018. I experienced the pandemic from this side of the world, and it was probably easier than being in Italy,” Strada said, describing the essence of his post here and naming it the biggest deal in his entire career. It came as a great challenge because the post demands much more than the one of a technician. He has developed all the facilities to achieve the result.
Motorcycling is a Passion-Driven Life
“My passion is motorcycling. I’m still riding, but only on the track after my accident. I have three children, and Thailand is the best environment for them. The relationships with people here are good, and we feel really comfortable as a family. We have found a good balance between work and life. I have a five-year contract and plan to stay longer.
In terms of work, there's been great improvement because people here pay close attention to what they do and are very reliable.”
Ducati in Thailand
Strada emphasized the strategic importance of the production plant in Thailand, both as a market and a hub for the Asia-Pacific region. The plant, which assembles all bike models and produces engines for the group, serves the local Thai market and exports to the entire Asia-Pacific region, including Australia.
Strada highlighted the dedication of the Thai workforce, which significantly contributes to Ducati’s success.
He praised the Thai workforce for their reliability and attention to detail. “Here, we perform the same testing manually because the reliability of the operators is exceptional. The machine is complicated. This mindset of the labor force creates a strong connection with the company, making it a new family for the employees. We are very proud to have a very low.”
Legacy of a Fascinating Journey – the Ducati Family
Strada narrated the story of Ducati, tracing its origins and its fascinating journey spanning nearly 100 years. Today, Ducati is renowned worldwide, a story of passionate individuals who share a deep passion for big bikes. The brand’s vision is to be the most desirable motorcycle brand, focusing on style and sophistication—characteristics inherent to Italian products—as well as performance. This vision is supported by Ducati's success in world championships, including MotoGP, World Superbike Championship (SBK), and most national championships.
We have won almost everything last year. So all the world championships and our progress are directly coming from the experience of racing,
proudly says Strada.
What once started as a manufacturer of short-wave transmitters, founded by Adriano Cavalieri Ducati together with his brothers Bruno and Marcello in 1926 in Borgo Panigale, Bologna, Italy, has developed and grown with innovation and a winning spirit into what it is today. Ducati stands for that authentic, inimitable and adrenaline-fueled experience: like a red bike with which to dart along the world’s roads and racetracks.
Strada and his team indeed embody this winning spirit and passion, which is so vividly reflected in those ‘red bikes’ darting along. Our sincere thanks for this fascinating interview.
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