That's not to say he didn't once want the position; in fact, he wanted it so badly that he attempted a merger of the Harley-Davidson and Ducati brands. "Just before I left Ducati in 2001, I spoke with the management team of Harley-Davidson in Milwaukee. I wanted to convince Harley to buy Ducati and keep me on as CEO. But they didn't want to do it because, from their point of view at that time, it would dilute the image of a strong American brand. I did not succeed, and I left Ducati."