Why we still love the Monster
Ducati General Manager Claudio Domenicali reveals the importance of the long-running naked to the Italian firm
“The Monster range represented a new level of versatility and accessibility from Ducati, which attracted a lot of younger and newer riders. Obviously this introduced Ducati to a new set of enthusiasts and rejuvenated the brand. It reminded us that motorcycles are more than just machines to win championships on – they are vehicles of passion and self-expression, and can even form the cornerstone of a lifestyle, like they do for many Monsteristi.
“The Monster has also had a big financial benefit to Ducati, helping us to remain strong even in past conditions of fluctuating demand, increased competition, and evolving consumer tastes. Thanks to the foundation that the Monster helped create, Ducati is now healthier than ever.”
‘The Monster reminded us bikes are more than just machines to win championships’