For­tune favours the brave

Motorcycle News (UK) - - This Week -

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

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