Ducati CEO Denies Scooter Plans

12/30/2013 @ 2:38 pm, by Jensen Beeler9 COMMENTS

Ducati CEO Denies Scooter Plans  ducati brio scooter 635x425

With the internet buzzing yet again about rumors of Ducati planning to build a scooter model, Ducati CEO Claudio Domenicali has also once again had to dismiss any truth to the matter. Talking to MCN about the matter, Domenicali said simply that “A scooter is not in the foreseeable future for Ducati.”

Domenicali went on to explain that small-displacement machines were not in the cards for Ducati and the brand’s foreseeable future, with the Italian motorcycle company electing instead to focus on niches with the larger displacement categories. It is no secret that Ducati is looking to introduce a scrambler-style model for the 2015 model year, and other models are presumably in the works as well.

The key phrase behind Domenicali’s interview with MCN is of course “foreseeable future” which could mean a wide range of timetables. For Ducati, the low-hanging fruit may still be large-displacement machines, new markets, and current marketing development. However I stand behind my sentiment that it’s when, not if, Ducati builds a scooter model.

The rumor mill has hotly focused around a scooter from the Bologna brand, either from the words of credible sources, pure conjecture, or outright falsification on slow news days — but as they say, where there is smoke, there is fire. Without a doubt at the very least, Ducati has explored the idea, as all diligent brands would.

Still with such a model representing such a large departure from the kind of machines the Italian marque is known for building, the most likely scenario for “when” Ducati approaches a scooter offering will likely come after the company first begins offering smaller displacement motorcycles. And thus, when the Ducati Scrambler finally debuts, we may get a glimpse of where Ducati is headed by judging the machine’s engine displacement.

Until then, two things remain certain: 1) emerging markets, where small-displacement motorcycles dominate, are the only current regions of growth for the motorcycle industry, and 2) Ducati cannot ignore the demands in these markets forever. What conspires from those pressures is for time to tell, for the foreseeable future of course.

Source: MCN

Comment:

  1. akatsuki says:

    They should just buy and resurrect some other scooter brand from Italy’s past…

    The next move I expect to see is that they purchase Dainese.

  2. jet says:

    Good,leave them scooter crap bikes alone,,,,

  3. Jaybond says:

    Instead of scooters, small displacement sportsbikes are much more fitted with Ducati’s image – perhaps 300cc Supermono and 500cc Super Sport models ! To achieve better sales Ducati just can’t afford to ignore the small sportbike segment..

  4. DFR says:

    Agree with the comments above. The scrambler is a winning entry. Smaller sport bikes as well. Question is… The Streetfighter…???

  5. Poop says:

    Ducati should just sell out and go full blown Ed Hardy mode. Ducati cappuccino machines, tanning beds, hair gel, blenders, riding lawn mowers, champagne, etc. Sell it all because people will buy it up just because it’s “Italian”.

  6. Tm1 says:

    Interesting thought process… VW likes volume; Lamborghini likes exclusivity… VAG will not become rich flooding the market with cheap Ducati’s in emerging markets just as they have not done with Lamborghini.

    Why not double down on production and increase their exclusivity (aka margin) as Lamborghini and Ferrari have in the last 24 months?

  7. Jaybond says:

    “Why not double down on production and increase their exclusivity (aka margin) as Lamborghini and Ferrari have in the last 24 months? ” – Unthinkable, considering that currently Ducati needs the more affordable Monster series to generate profits.

  8. Norm G. says:

    re: “They should just buy and resurrect some other scooter brand from Italy’s past”

    re: “Ducati should just sell out and go full blown Ed Hardy mode.”

    re: “Why not double down on production and increase their exclusivity (aka margin)”

    the answer is D. none of the above. start winning races and the rest will sort itself.

  9. Nick says:

    There is no info in this article