Why we still love the Monster

Du­cati Gen­eral Man­ager Clau­dio Domeni­cali reveals the im­por­tance of the long-run­ning naked to the Ital­ian firm

Motorcycle News (UK) - - Monster Special -

“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’

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