Known for Premium Cycles, Italy's Ducati Aims for a Broader Market

Oct 19, 2019 851

BY: Jim Motavalli

Italian Ducati-brand motorcycles have long been known as premium products, with a heritage of racing and sports bikes. Hardly a volume manufacturer, Ducati produces about 50,000 two-wheelers per year, with Italy as the biggest market and the U.S. as an important secondary. North America is 20 to 22 percent of global sales. The U.S. motorcycle market is about two million per year, according to .

Jason Chinnock, chief executive officer of Ducati North America since 2016, is ex-Lamborghini — so he knows about the premium end of the business. But Ducati is looking to expand its reach with the air-cooled Scrambler line. Scramblers are beginner-friendly, in the style of what are known as lightweight but powerful café racers. In fact, there is an 803-cc, 73-horsepower Ducati model called Café Racer, priced at $11,995.

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