Virtually all European brands have made low-cost models, i.e. BMW, KTM, Triumph and see brisk sales, but not Ducati, despite the mounting pressure of current riders – both new and veterans – switching to these smaller bikes.
In an interview with MCN, Ducati’s Head of Product Communications, Giulio Fabbri, said that his company had made the decision “many years ago.”
However, the decision was not driven by keeping the brand’s “premium” reputation. Instead, it was due to the drive to equip their motorcycles with the best technologies, components, hence pricing.
For the record, Ducati did make 400cc models in the past.
One was the Monster 400 from 1997 to 1998. It was first intended for Japan, Singapore, and Italy but was subsequently exported Thailand, Taiwan, Indonesia, and the Philippines where there high taxes for bigger motorcycles. However, Ducati was under the Cagiva Group during this time.
The current Ducati management produce the 400cc Scrambler Sixty62 from 2016 to 2022. And yes, its downfall was due to being priced higher than its peers.
“Our pillars are style, sophistication and performance,” Fabbri said. “If you put these three together, and if you want to make a small bike, you are absolutely priced out of the market. So, this is the reason why you will never see a small Ducati.”
He emphasised further that Ducati are taking a different approach to younger riders. Instead of cheap, low-capacity machines, the company is using lower-cc performance machines to draw fresh blood to the brand.
“This is also one of the reasons why we decided to enter motocross and introduce the 698 Mono, (as) we need to take care of younger riders.”
