Win on Sunday, sell on Monday. In the automotive world, it’s an old axiom that still holds today. For Ducati’s (VOW.DE) factory racing team, a win earlier this month at its home Italian MotoGP was a brief respite for what has been a tough season for them. But, tough season or not, Ducati’s name and heritage means it will sell bikes, even in the lean years.

Now Ducati isn’t exactly going to stand still and rev its engine in neutral if you will. No, it must keep moving, and growing, especially in the US. Ducati has 780 dealerships across 90 countries, but the U.S. is still the Italian brand’s number one market, with just under 9,000 bikes sold last year.