Ducati Sets Sales Record for 2014 – 45,100 Bikes Sold

Ducati Motor Holding is reporting another record sales year, and that the Italian motorcycle manufacturer sold 45,100 bikes in 2014. This marks the fifth year in a row that Ducati has shown sales growth, and it’s the third year in a row that the sales figures have been an all-time record for the Italian brand. Sales for 2014 were up 2% over 2013, with the USA again leading as Ducati’s most important market (8,804 units sold in the USA). Unsurprisingly, the Asian market is growing quickly for Ducati as well, up 11% in 2014. Ducati attributes its sales growth in-part to its new water cooler Monster line, where the Ducati Monster 1200 and Ducati Monster 821 helped raise Monster sales by 31%, with 16,409 new bikes sold in 2014.

Newspeak: The Advent of the “Adventure-Sport”

In the past decade the ADV segment has been a confusing amalgamation of differing interests, and over that time-period, two distinct groups have boiled to the surface. First there are the “Long Way Round” hopefuls, who invariably own a BMW R1200GS/A, and seem to be on some sort of perpetual preparation for an African safari. More recently, a second group has appeared: those riders who look to these big ADV bikes as more versatile Sport-Touring machines. All these riders, and their bikes, have been wedged into a single “Adventure” category, and it has created a bit of confusion for the segment. So, I want to introduce the concept of the “Adventure-Sport” and how it differentiates from the previous “Adventure-Touring” category.

MotoGP: Ducati’s Desmosedici GP15 Officially Delayed

As had been widely expected, Ducati will not have the GP15 ready for the first test at Sepang, in early February. In an interview with the MotoGP.com website, due to be shown on 19th January, Ducati Corse boss confirmed that work was still underway on the all-new bike; and that instead, Ducati will be bringing an uprated version of last year’s bike, dubbed the GP14.3, to test aspects of the new design not requiring the new engine. The delays have been trailed by both Dall’Igna and Paolo Ciabatti, speaking to the media at the Valencia test and at the Superprestigio dirt track event in December. The GP15 is a completely new bike, designed from the ground up, with a completely redesigned engine.

1972 Honda CB500, 3D Printed to Life Size

We’ve talked a bit before about the virtues of 3D printing, and how this increasingly affordable technology could change the consumer landscape as far as how we buy basic parts in the motorcycle industry. For as practical as how 3D printing, or rapid prototyping, can be, it can also be beautiful and used for art. This story is sort of a merger of those two ideas. Jonathan Brand has hoped to buy a 1972 Honda CB500 motorcycle, but the birth of his son changed that plan. Where there is a will though, there is a way, and Brand came up with the next best thing — he built a life-size model of a CB500 with his 3D printer.

Mercedes CEO: No Further Acquisition of MV Agusta

Italians are rejoicing over the news that Mercedes-Benz CEO Dieter Zetsche has made it clear that the German car manufacturer is not interested in acquiring more of MV Agusta’s private stock. Loyal readers will remember that Mercedes-AMG purchased 25% of MV Agusta last October, for a rumored €30 million — echoing the move Audi made in Ducati. Talking at the North American International Auto Show in Detroit though, Zetsche said “however, to avoid what happened with Ducati we point out that we have no intention to take over the business or produce motorcycles. MV Agusta can do it better than us.”

Triumph Has Its Best Sales Year Since Its Rebirth

Good news for Triumph Motorcycles fans, as the British motorcycle marque is reporting a banner year for 2014 — with 54,432 units sold worldwide. That figure is up 4% over 2013’s sales figure of 52,089 units, which was the first time that Triumph broke the 50,000 unit mark since the company’s rebirth in 1984. Helping Triumph reach this new high-water mark was the company’s home market, where Triumph accounted for one-in-five motorcycles sold in the UK (over 500cc). Overall, Triumph saw 8% growth in the UK, as modest growth considering the British market was up roughly 10% last year. The news is not all good, however. Triumph previously reported that financial figures for the first-half of 2014 were down, with revenue down £364 million from £369 million, and net income at a loss of £8 million.

Husqvarna 401 Concepts Will Be 2017 Production Models

One of the more intriguing things to come out of the 2014 EICMA motorcycle show in Milan were Husqvarna’s two “401” concepts, the Vitpilen and Svartpilen. The café-styled bikes are based off the KTM 390 Duke platform, though you wouldn’t know it from looking at them. Husqvarna said at EICMA that if there was sufficient interest, the Vitpilen and Svartpilen could go into production. With an overwhelming critical response from the press and fans, it should come no surprise then that our friends at Bike.se are reporting that Husqvarna intends to make the small-displacement machines a part of its 2017 model lineup.

Ducati Desmosedici Cucciolo Concept by Alex Garoli

Imagine if you will that the first Ducati, the Ducati Cucciolo, and the most modern Ducati, the Ducati Desmosedici, had a child — what would it look like? That far-fetched question nagged Mexican designer Alex Garoli, so he decided to build a concept of the machine. At the core of the Ducati Desmosedici Cucciolo is the V4 powerplant of Italy’s MotoGP race bike, and around it Garoli has imagined a modern steel trellis frame that mimics the bicycle frame look of the post-WWII motorized bicycles that pulled Italy out of deep recession. Of course the most interesting thing about Garoli’s concept is the fact that it’s a ~12:1 scale model. The work is pretty exquisite, even if you don’t agree with the concept’s ethos.

Is Suzuki Reviving the Katana and Gamma Names?

Signs of life are starting to trickle out of Hamamatsu, as Suzuki finally seems to be working on new models for our riding pleasure. First, it was the news that the turbocharged Suzuki Recursion concept is likely to go into production, and now it’s that the Japanese OEM is reviving iconic names from its past: Katana and Gamma. Suzuki has re-registered the Katana name & logo with both the European and American trademark offices, while the Gamma logo has been re-registered in the EU. What this means precisely in terms of future models is up for debate. As for the name Katana, the evidence might already be in front of us with the Recursion concept. The Suzuki Katana line started life as a performance-oriented machine, and slowly saw its name watered down into the sport-touring segment.

MV Agusta Gets €15 Million Loan for New Business Plan

Good turns for MV Agusta, as the Italian motorcycle manufacturer has secured a €15 million loan from SACE and Banca Popolare di Milano (BPM). The loan, which was issued by BPM and guaranteed by SACE, will go towards MV Agusta’s foreign growth plans, namely the company’s strengthening of its US business, and its push into Brazil and Southeast Asia. The more business-speak version of that statement is that MV Agusta will use the €15 million to implement the company’s 2014-2018 business plan, which has the company expanding its product range and penetrating into “high-potential” markets.

Why Implementing Price Caps Is the Best Way of Cutting Costs for Teams in MotoGP and WSBK

01/04/2013 @ 2:04 pm, by David Emmett9 COMMENTS

With the announcement of the introduction of price caps for brakes and suspension in MotoGP from 2015, the Grand Prix Commission, MotoGP’s rule-making body, appears to have finally found an effective way of controlling costs in the series. Instead of trying to control costs indirectly and seeing their efforts kicked into touch by the law of unintended consequences, the rule-makers have decided to attempt to go straight to the heart of the problem.

Will capping prices unleash a whole set of unintended consequences of its own? Will, as some fear, the move to cap prices lead to a drop in quality and therefore a reduction in R&D in the areas which are price-capped? And will the price cap act as a barrier to new entrants, or stimulate them? These are hard questions with no easy answers, yet there are reasons to believe that price caps are the most effective way of controlling costs, while the risks normally associated with a price cap, such as a reduction in quality, are lower in a racing paddock than they are in other environments.

What MotoGP Can Learn From F1: The Business Symposium

11/25/2012 @ 3:52 pm, by David Emmett7 COMMENTS

Since the global financial crisis struck back in 2008, MotoGP’s primary focus has been on cutting costs. These efforts have met with varying success – sometimes reducing costs over the long-term, after a short-term increase, sometimes having no discernible impact whatsoever – and as a result, the grids in all three classes are filling up again.

Further changes are afoot – chiefly, the promise by Honda and Yamaha to supply cheaper machinery to private teams, either in the form of production racers, such as Honda’s RC213V clone, or Yamaha’s offer to lease engines to chassis builders – but there is a limit to how much can be achieved by cutting costs. What is really needed is for the series to raise its revenues, something which the series has signally failed to do.

In truth, the series has never really recovered from the loss of tobacco sponsorship, something for which it should have been prepared, given that it had had many years’ warning of the ruling finally being applied.

The underlying problem was that the raising of sponsorship had been outsourced and the marketing of the series had been outsourced to a large degree to the tobacco companies, and once they left – with the honorable, if confusing, exception of Philip Morris – those skills disappeared with them. There was nobody left to try to increase the amount of money coming into the sport.

The Larger Issue Behind the Maverick Viñales Affair

10/20/2012 @ 8:59 pm, by David Emmett7 COMMENTS

It was a strange day in Malaysia. Part of the strangeness was down to the weather. The familiar pattern of disrupted sessions as the rain fell, but not hard enough to allow the MotoGP riders, in particular, to spend much time on the track in the afternoon.

There was a twist, however, a particularly Malaysian one at Sepang: the heavy shower which passed over the track at the start of the afternoon session for MotoGP left part of the circuit soaking, with water a couple of centimeters deep at turns 1 and 2, while the rest of the circuit quickly dried out almost completely. It at least added a little novelty to the disruption, along with the frustration of another wasted practice.

The real strangeness came at the start of the day, however. It took about 10 minutes for observers to notice that Maverick Viñales had not gone out on track and there was suspiciously little activity in the Avintia Blusens garage. Once they noticed, low-level pandemonium broke out: within seconds, a throng of Spanish journalists crowded out of the media center and hastened on their way into the paddock, to find anyone and everyone and learn what they could.

As they drifted back in, and as TV pictures started to appear showing an empty Blusens garage, Viñales walking through the paddock accompanied by his father and the Dorna media officer, and team managers Raul Romero and Ricard Jové gathered in discussions, it was clear that there was something very wrong.

When it was revealed what that was – that Viñales had decided to quit the team with immediate effect – it sent a shockwave through the paddock. Riders quitting teams with races left in the championship is unusual; to do it while that rider is second in the title chase and still in with a shot at the championship is unheard of in motorsport.

The ECU Endgame: Will MotoGP Survive Motegi?

10/09/2012 @ 9:48 pm, by David Emmett13 COMMENTS

This may very well turn out to be the biggest week in MotoGP since the decision to replace the two stroke 500s with large capacity four stroke machines. This week, Dorna CEO Carmelo Ezpeleta is set to have meetings with each of the MSMA members at Motegi, to hammer out once and for all the technical basis for the 2014 season.

If they succeed, the ground will be laid for a set of technical regulations which can remain stable for the long term, the goal being at least five years. If they fail, then one or more manufacturers could leave the series, reducing the number of factory bikes on the grid and potentially removing two of MotoGP’s top riders from the grid. There is much at stake.

So much, in fact, that neither side looks prepared to back down. On the one side is Dorna, who see the costs of the championship spiraling out of control thanks to the increasing sophistication of the electronics, and the racing growing ever more clinical as fewer and fewer riders are capable of mastering the machines these electronics control.

On the other side are the factories, for whom MotoGP, with its fuel-limited format, provides an ideal laboratory for developing electronic control systems which filter through into their consumer products and serves as a training ground for their best engineers.

Dorna demands a spec ECU to control costs; the factories, amalgamated in the MSMA, demand the ability to develop software strategies through the use of unrestricted electronics. The two perspectives are irreconcilable, at the most fundamental level.

How 3D Printing Is Going To Change Motorcycling

10/05/2012 @ 2:12 pm, by Jensen Beeler31 COMMENTS

For the past few weeks or so, I have been conversing back-and-forth with my cousin-in-law about 3D printing. Apparently, some sort of hobbyist 3D printing shop has opened in his home town of Pasadena, and my geekier-than-me relative has been chomping at the bit to see what the consumer-level 3D printers can build.

Since my special brand of geekiness has already assured that the bloodline stops at my branch of the family tree, you can imagine the uber-nerd fest we both have been having, trading links on Facebook about the different things that rapid-prototype machines and 3D printers can achieve.

For those who are not familiar with the technology, the name really does give away about 90% of the special sauce. Using a plastic in lieu of ink, 3D printer can actually build three-dimensional objects in a process not that dissimilar to your home ink jet printer (Jay Leno has been using 3D printing to replace impossible-to-find parts for his classic car collection).

The more robust and industrial units use lasers to shape and heat the plastic ink, and are able to achieve a high-degree of object resolution. We can think of more than a few electric motorcycle startups that are currently using this rapid-prototyping process to develop their street and race bikes. It’s very fascinating, but also very expensive stuff.

This is where the consumer side of the equation comes in, as the post-industrial form of 3D printing has not only rapidly increased in its ability to flawlessly create a high-resolution object, but the cost of both the 3D printer and its “ink” have dramatically dropped. Hobbyist models are now in the $400-$2,000 range, and could soon be as ubiquitous as the printer sitting next to the computer you are using to read this article.

As the price-point drops and resolution increases further, the consumer end of this technology could rival the industrial side of 3D printing, and that is where things get real interesting for the motorcycle industry, and manufacturing in general.

As California Legalizes Self-Driving Cars, Are Motorcycling’s Days Numbered?

09/26/2012 @ 7:03 pm, by Jensen Beeler38 COMMENTS

The movement of transportation as a commodity continues, as California has become the second state to legalize the use of automated cars on its roadways (Nevada was first).

Gov. Jerry Brown signed into law today SB 1298, which specifically legalizes the use of autonomous vehicles, as long as a licensed and bonded operator is in the vehicle’s driver seat.

Essentially legitimizing what was a legal grey-area, what the bill does does explicitly is green-light more autonomous vehicle projects in the Golden State.

With applications from the trucking industry to the car-sharing, and everything in-between, the advent of autonomous four-wheelers signals an interesting, yet scary, future for motorcyclists.

According to former Ford/Chrysler/GM-man Bob Lutz, self-driving cars could be the norm in as few as 20 years — an idea the could materially change the driving landscape as we know it.

As autonomous vehicles become increasing the status quo on the road, user-guided vehicles like motorcycles will become greater outliers, and could face a tyranny of the majority.

Rossi, Ducati, & Yamaha: And The Winner is…

08/17/2012 @ 7:20 am, by David Emmett23 COMMENTS

So what are we to make of Valentino Rossi’s not-so-shocking decision to leave Ducati and go back to Yamaha? The initial reaction from fans and media was that the biggest losers from the move are Ducati as a manufacturer, and Rossi’s reputation as miracle worker when it comes to bike development. There is some merit in both those arguments, but perhaps it is not quite so clear cut as that. Rossi’s two years at Ducati have done a lot of damage to both parties – as well as to MotoGP’s popularity and TV income – but in the end, this move could have some very positive long-term repercussions.

Lies, Damned Lies, & The MIC’s Electric Range Estimates

06/13/2012 @ 5:58 am, by Jensen Beeler37 COMMENTS

Rewind a few years ago in the electric segment of the motorcycle industry, and you found a landscape where manufacturers published wildly inaccurate numbers relating to speed, range, and power. The situation of over-promising and under-delivering was so bad, virtually any figure quoted, whether it was made with the best or worst intentions, was immediately called into question. The issue of course stemmed from the fact that OEMs were unable to deliver motorcycles with specifications that were remotely acceptable to a savvy motorcycle market. 20 mile ranges? 15hp available continuously? 60 mph top speeds if you’re downhill, tucked in, have a tailwind, and add five to the speedo’s reading? Yup, those were the good old days.

As the industry matured, so did our expectations, and it looked like some sanity was going to come to fruition as the MIC began pooling interest on developing a standard to rate the various performance specifications of electric motorcycles. An industry group setup to look after the best interests of the OEMs and other business in the motorcycle industry, you only need to follow the cash to see whose best interests are really being served by this group.

So, it should not surprise us then that the latest “standard” from the MIC, which establishes criterion on how the highway mileage of an electric motorcycle should be rated, is doing a downright scandelous disservice to consumers and the industry itself, as the proposed standard massively overrates the highway range of electric motorcycles.

At the Intersection of the Future…

03/02/2012 @ 4:03 pm, by Jensen Beeler25 COMMENTS

Despite the fact that the business side of motorcycling is run by a small close-nit group of curmudgeons, Neanderthals, and Luddites, the world outside of motorcycling continues to press on without us.

And while various parts of the motorcycle industry are busy trying to figure out how to adapt to this whole new “internet” technology fad thing (it has only been commercialized for over two decades now guys), the same group of people are busy trying to maintain the same business models and practices that came from the post-World War II economy.

In other words, when it comes to technology and the motorcycle industry, we are all pretty much fucked.

Why Today is the Most Important Day for Ducati…Ever

01/24/2012 @ 4:13 pm, by Jensen Beeler33 COMMENTS

The first Ducati 1199 Panigale rolled off the assembly line at Ducati’s Borgo Panigale factory today, officially starting production of the Italian company’s flagship model. While maybe the the production of the first Panigale is not the most newsworthy of subjects, make no mistake at how important this motorcycle is for both Ducati and sport bikes in general going into the future. Featuring a new step in production motorcycle chassis design, we’ve also already talked at length about the number of firsts that the 1199 Panigale is bringing to the production motorcycle market.

With a hybrid chain/gear-driven camshaft, titanium valves, a wet slipper clutch, a ride-by-wire throttle, rider-selectable “riding mode” system, and 15,000 mile major service intervals, the Superquadro v-twin motor alone is a major step for Ducati with its Superbike engine design. And, if you add in the first full-LED headlight on a produciton motorcycle, the first electronically-adjustable suspension on a sport bike, the first motorcycle engine braking control system, as well as the first GPS-assisted data acquisition system for a production motorcycle, the total package of the 1199 redefines the word “superbike” and takes the next logical technological step forward in this market segment.

However features aside, what will truly be the most important aspect of the Ducati 1199 Panigale is whether or not the flagship model can live up to the hype that has been generated around the machine. While most of the attention to-date regarding the Panigale has centered on whether Ducati’s monocoque chassis design can work on the production motorcycle, after it has failed so miserably in MotoGP, the real issue for the Italian brand has nothing at all to do with the 1199’s race track prowess.