Fortune favours the brave
Ducati may be on the brink of another buyout as the Volkswagen Group looks set to unload the booming bike business, but it does not seem to have distracted the men driving the famous Italian firm forward.
Ducati may have suffered a few ups and downs in their colourful 91-year history, but one thing they’ve always been is brave. And with an incredible V4 four-stroke about to rewrite the sportsbike rulebook (see new pictures and details on page 4), Ducati just got even braver.
Ducati, under the guidance of CEO Claudio Domenicali, have managed to branchout into new areas of motorcycling without diluting the brand. The Diavel (and Xdiavel), the Scrambler and the Multistrada have been big plays into parts of the market Ducati have not been famous for in the 21st century – and yet people can’t get enough of them.
With Ducati’s UK sales records hitting new highs for the last few years, the company’s bravery – and ability to deliver brilliant bikes at (often) premium prices – has paid off.
Let’s hope that whoever does end up owning Ducati continues to back Domenicali’s vision as Ducati’s brave range of stunning motorcycles makes the world a much brighter and exciting place in which to ride. ANDY CALTON