Bringing the Ducati Model Line-Up Into Sharper Focus

People ask us all the time to recommend the Ducati model that best suits their needs. That’s not always the easiest thing to do, as there are a lot of natural similarities between various models, and many of the models are not sharply-focused single-purpose machines. Variety is the spice of life, and also the spice of the Ducati model range!


Things to consider when selecting the Ducati model that is right for a particular rider include:

• Riding style (commuting, sport riding, touring, track days, etc.)
• Riding experience (length of time as well as different types of bikes)
• Riding position preferences (sport position, semi-sport, sport-touring, touring)
• Need for passenger accommodations
• Need for storage/hauling capacities

Even with all of those variables, there can still be a lot of personal preference involved when selecting a new Ducati, including the totally subjective factors such as how the bike looks.

In order to help point you in the right direction if you’re feeling a bit “lost” in evaluating the Ducati model range, we’ve put together this basic summary of the Ducati model families:

Ducati Superbike

This one is the easiest to “classify”, as the Superbike is clearly an all-out performance machine, engineered for the race track and “tamed down” just enough to make it street legal and usable as a street-going sport bike. Ducati takes the highest level of race-bike engineering and pours it all into the Superbike range with no compromises. The primary focus of this bike is sport riding, both on the street and on the track. The riding position is sporty, and comfort takes a back seat to performance, although the late-model Superbikes are much more comfortable for street riding than some of the earlier versions were. The Superbike has passenger accommodations, but they’re rarely used as the bike is not designed primarily for a passenger. The Ducati Superbike is for a rider who demands performance and top-level racing technology, and a style that is unmistakable.

Ducati Monster

This bike created it’s own category of motorcycle when it was launched in 1993, and is still the king of the “Naked Bike” category. The Monster is a multi-purpose bike and can be used for everything from commuting, to light touring, sport riding and even track days. The Monster’s main advantage is its versatility, and owners of Monsters have done just about everything you can think of doing on 2-wheels. The Monster model range includes the beginner-friendly small Monster (696), the value-priced middle Monster (796) and the ultimate Monster (1100 Evo). Ducati has tried to ensure that there is a Monster for every potential owner, and it’s not uncommon for an owner of a Ducati Monster to come back and trade their Monster for another one several years down the road. The Monster is the best-selling model family for Ducati and has been for many years, with many loyal fans all over the world.

Ducati Hypermotard

The Hypermotard is another bike that created its own category when it was released. Based loosely on prior supermotard bikes, which were off-road bikes adapted for street use, the Hypermotard took an entirely new direction in that it was designed primarily as a street bike, but sharing the riding position and some of the styling of an off-road bike. The capabilities of the Hypermotard in a lot of ways mimic the capabilities of the Monster line, in that both offer a multi-purpose platform for a variety of riding situations and needs. However, the Hypermotard has a character all its own, due to the upright dirtbike-like riding position. We think the Hypermotard may very well be the best urban bike ever made, it can slice through city traffic like a scalpel!

Ducati Multistrada

The Multistrada has redefined both the Sport-Touring and Adventure-Touring categories by blending together the highest level of outright performance and technology of any Sport-Touring bike with the versatile multi-surface capabilities of most Adventure-Touring bikes. It’s not as fast around a race track as a Superbike, and not going to plod through a muddy creek bed like a knobby-tired dual-sport bike, but for anything in between it would be hard to beat a Multistrada. Ducati considers this bike to be a glimpse into the future of motorcycling, where performance compromises need not be made in order to have a bike be comfortable and versatile. The level of outright performance available is unparalleled in the market. Yet the Multistrada is a bike you can easily ride cross-country on, either solo or 2-up with fully-loaded luggage, commute through city traffic with ease, blast the back roads on a warm Sunday afternoon, and even take to a track day with full confidence. It’s definitely the most comfortable bike for a passenger that Ducati has ever made, so those who ride 2-up often should look no further.

Ducati Streetfighter

The Streetfighter is hard to categorize, if you compare it to a Superbike it shares a lot of the same DNA, only with a revised riding position to make it more street-friendly, and a “naked bike” styling devoid of the fairings that typically define a sport bike. Comparing to other naked bikes like the Monster is like taking a gun to a knife fight, as the level of performance is off the charts for that category. The Streetfighter is truly unique and one of the most aggressively styled Ducati models ever made. Buyers of the Streetfighter typically come from the sport bike market, particularly those looking for something a little more comfortable for street riding, as well as owners of other naked bikes who yearn for a higher level of performance. The Streetfighter is all about performance, and is not a beginner-bike by any means.

Ducati Diavel

The Diavel is an all-new concept from Ducati and it’s really too early to tell where the bike will excel. Initial indications are that the Diavel will offer a level of performance similar to that of the Multistrada or Streetfighter, only in a revised package offering more “accessibility” for a wider variety of riders due to the low riding position and advanced electronics package. Styling is decidedly “muscular” and the Diavel will undoubtedly appeal to those looking for a performance-oriented naked bike. It should have good all-around capabilities as well, including light touring, commuting, and just blasting around the back roads. The level of technology available on this bike is groundbreaking, and sets the stage for the future of the entire Ducati model line.

The Ducati "Cruiser"

Rumors abound regarding the forthcoming Ducati "Cruiser", aka the Ducati Vyper, aka The Ducati Mega Monster, aka Project 0803, aka the Ducati Diavel............  We have no idea at this point what it will really be called, or much at all about the bike, but it will be fun to see what shakes out at the EICMA show in Milan this November!  So what is Ducati thinking?  Why a "Power Cruiser" concept?  On the Ducati internet forums, there's lots of animosity toward this "mystery" bike already, without really knowing much about it.  When the rumors had just begun, I posted some thoughts about it on the Ducati.MS forum, and I think they still reflect my feelings toward the concept:

From Ducati.MS forum June 30, 2010:
"What if Ducati built a "cruiser" that redefined what a "cruiser" is? What if it was 50% lighter than a typical "cruiser" and had ferrocious testastretta evoluzione power, top-notch suspension, Brembo monoblocs, forged Marchesini wheels, etc. Something that no other "cruiser" or "muscle" bike has ever had, V-Max, B-King, V-Rod, etc. What if it handled like a Ducati? What if it looked like a Ducati? What if it ran a 9.5 sec 1/4 mile right off the showroom floor? What would that do for the brand image? Would faithful Ducatisti who love the Superbike think that Ducati has sold out and gone after Harley and abandoned their core values? Or would it bring a whole new class of motorcyclists over to at least recognize that Ducati exists and start appreciating what Ducati offers? Would it be on the cover of every single magazine other than American Muscle? Would those headlines read "Ducati takes sledge hammer to the traditional definition of a cruiser!" Would the cruiser crowd have animosity toward the bike? They couldn't call it "rice burner". If you pulled up at a bike night on one, would you be an outcast or would every single person be standing around looking at your bike instead of the sea of Harleys parked in a row? I think the answer is pretty clear, at least here in the Midwest, if Ducati makes a bike like that we'll have no problem selling it, and I'd love to be the first guy rolling up to Bike Night on one! That has nothing to do with my love for my 848, I can love a Superbike and a Ducati cruiser, as long as it's a "proper" Ducati cruiser that I can go out and smoke guys on sportbikes on in the twisties! If it was a dumbed-down, heavy, slow pig that just made a lot of noise and wallowed and dragged floorboards through the corners, then I'd be shaking my head and wondering who need to be fired at the Factory. If this bike is real, I'll be excited about it. If it's not real, I hope they're at least thinking along those lines for the future as there is a lot of natural overlap of motorcyling interest that can be played upon here to get more people to consider Ducati as an option. We all know that once you take a guy off a Harley Sporster, and send him on a test ride on a Monster, he never thinks about motorcycling the same way again. FWIW, this is from the Midwest region perspective, where cruisers are synonymous with "motorcycle" to most people. "

Top Dealer Award Reflections

It's been a couple of weeks now, and lots of people have stopped by the shop, called, or e-mailed their congratulations for Ducati Omaha being honored by Ducati North America as the Best Exclusive Ducati Dealer in North America for 2009.  I think it's finally sinking in how far we've come from being a rag-tag trio of track riders and racers back in 2005 who started a business with nothing but a passion for Ducati and a rough sketch of how to make it all work.  I certainly wouldn't say that Ducati Omaha is a model business by any means, but it does go to show that passion for a pursuit and dedication to customers (along with a lot of hard work) can still go a long way in the business world.  We've learned so much along the way, and made so many new friends, that it's an experience we wouldn't trade for anything.  If it all ends tomorrow, it will still have been worth it.  The motorcycle business is a tough one to stick with, and I honestly don't know how some people can even stomach it when they're looking at it as a business only and not a personal passion, as the return on investment for the effort is miniscule compared to other business pursuits.  At the end of the day, you need to have something to look forward to the next day, and if you're a Ducati enthusiast the brand can be that shining star to focus on.  We've built an entire business around that concept and it's managed to survive over 4 years now of ups and downs in a very volatile industry.  Many people new to our store ask "How can you even stay in business only selling Ducati?"  It's always a strange question to hear, because our perpective is "How could you even do this if you weren't passionate about the brand you sell?"  The bottom line is that we see our business as an extension of oursleves and a function of our relationship with our customers who we share the common passion for Ducati with, and nothing more.  We think that's the key to our success, and we hope you all enjoy this as much as we do!  Without you, we would still be back in 2005 as three guys riding our Ducatis at the track with other riders coming by our pit area saying "Wow, is that a Ducati?!?!  I've never saw one of those before!".

Yes, Winters sucks! But crashing sucks more!

As we sit here in the middle of winter unable to ride our motorcycles, we have lots of time to think about how great it's going to be when the ice finally melts and the sun shines.  We remember all of the great rides we had last season, the new friends we made, the new places we visited, and just the freedom we enjoyed being out on the open road.  And we genuinely MISS it!  The good news is that Spring will be here before you know it, the sun will shine again, and with as nasty as this Winter has been there will be a LOT of pent-up riding frustration to release!  As you see that sunny day approaching and look forward to the first ride of the year, please be very careful out there!  We see unnecessary crashes every Spring when people head out on the still-sanded streets and forget what they forgot about riding skills over the Winter and don't exercise proper caution on the roads that have been devastated by the Winter season.  There are potholes EVERYWHERE right now, annoying in a car, downright dangerous on a motorcycle.  The sand and salt have made the road surface very slippery, and it won't get any better until the spring rains wash it all away.  So don't pass on the ride, you know you NEED to take the ride, but please be careful out there!

An Open Letter To A Thief

To the upstanding citizen who busted out the front window at Ducati Omaha a couple weeks ago, I have an offer for you.  The next time you decide you're going to break out our glass to see how much cash you can grab, could you please just come talk to me first?  Since the amount of cash you're getting is less than it will cost us to replace the broken glass, I'll just write you a check for $50 more than that and we'll call it even, ok?  I'd rather not have to be awakened in the middle of the night with a call from the alarm company and have to clean up a huge mess of broken glass, and you'd rather have more money to buy your week's supply of meth, so it's a win-win.  Thanks for you consideration, and oh, MAY YOU ROT IN HELL!!!

Comfort Is Relative

What's the most common thing we hear from new customers who walk in the door for the first time at our shop, as far as what they're looking for in a new motorcycle?  You'd think it would be "I want something that handles great!", or "I want something that makes the crowd drool!", or even "I want something reliable."  But that's not it.  The most common thing we hear is "I'm looking for something comfortable."  Seriously?  You want an awesome Ducati engineering-marvel that's lightning fast, drop-dead gorgeous, as nimble as a cheetah, but what really matters is how comfortable it is?  Ok, fine, it's your money.  But what does "comfortable" mean?  We've found that it's extremely relative to your personal perpective on the subject.  If you're used to riding a Ducati 916, then anything that has 1.5" higher bars on it will feel like a Goldwing.  But if you're coming off of a VTX1800, then even a Monster can feel like a torture rack.  But the big problem with the concept is that people try to judge "comfort" by sitting on a bike in the showroom for 15 seconds and make an immediate assumption about what it will feel like after an hour in the saddle.  BIG MISTAKE!!  The Japanese companies have known for years that the "butt impression" sells bikes, and they've long sacrificed true long-range comfort for immediate comfort on the initial sit, knowing that's how a lot of people will select a bike.  But how comfortable is an upright cruiser after a 3-hour ride?  For many people, it's WAY less comfortable than a sportbike would be.  But how do you get someone who sits on a Monster and says "Oh my God, I can't ride something that is so leaned forward!", to understand that a slight forward lean at a dead stop with your feet on the ground, might be the most comfortable bike on earth at 50 mph.  There's only one way we know of, and that's a test ride!  Unfortunately, many people won't even get that far, the initial sit is their benchmark from years of indoctrination in the ways of the Japanese dealerships.  We're doing what we can to change that by having a full demo fleet available at all times, and get people out on bikes to see what they're really like to ride!  Help spread the word, UPRIGHT is not necessarily COMFORTABLE! 

Multistrada 1200 Best Bike of the EICMA Show!

Sorry to be lazy, but I'll just copy and paste this exciting news straight from the Ducati press release!

18 November 2010
Ducati Multistrada 1200: Best Bike of the Eicma show

More than 20,000 fans voted for the all new Ducati Multistrada 1200 by participating in a contest organized each year by the Italian "Motociclismo" magazine, who carried out a survey among visitors with a form to fill out either at the show or online. The new Multistrada 1200 took more than 48% of the votes, followed by the MV Agusta F4 and the Aprilia RSV4.

The prize giving took place at the end of the show, on the official Motolive stage (the area dedicated to EICMA's external events) in the presence of Dr. Costantino Ruggero, the General Director of EICMA, and Piero Bacchetti, President and CEO of the Edisport publishing group. This was the final event at the end of an intense week that saw nearly 450,000 visitors fill the Halls of the Milano-Rho trade show district.

The award only emphasizes the public's enormous interest in the new jewel in the Borgo-Panigale crown, a further confirmation of the energy and resources that Ducati is dedicating to the constant development of new products.

The new Ducati Multistrada 1200 thus reigns supreme. Not just as a new bike, but a new concept of bike. From the moment the EICMA show opened, the Ducati stand dedicated to this innovative machine was flooded with a constant tide of visitors, all eager to see the new product, the pride of the Italian motorcycle industry.

The 1200 is a Multistrada with the emphasis on Multi, a sportbike which is powerful and fun but also easy to ride and whose first priority is the safety and comfort of its rider.

Ducati wanted to produce a motorcycle to tackle any kind of journey and road surface, a motorcycle that used technology derived from the Bologna-made race bikes in MotoGP and World Superbike.

A bike with no limits, that can transform itself to suit the rider's demands, from a supersport to a tourer for long journeys with a passenger and luggage, to an everyday bike which can breeze through the daily commute and also tackle off-road routes with the agility of an enduro; in other words, four bikes in one!

The Ducati Multistrada 1200 arrives on the market in Spring 2010.