• Luxury Now
  • People
  • Design
  • Films
  • Travel
  • Eat + Drink
  • VIP Events
  • Real Estate
  • About Nobleman
    • About
    • Subscribe / Shop
    • Advertise
    • Media Kit
    • Contact
  • SHOP
  • Luxury Now
  • People
  • Design
  • Films
  • Travel
  • Eat + Drink
  • VIP Events
  • Real Estate
  • About Nobleman
    • About
    • Subscribe / Shop
    • Advertise
    • Media Kit
    • Contact
  • SHOP
Speed Like An Italian

Claudio Domenicali, Ducati’s CEO, Talks To Us About All Things Motorcycle

For more than a quarter of a century, Ducati’s CEO, Claudio Domenicali, has had a love affair with motorcycles. During his recent visit to the West Coast, the progressive Domenicali was king enough to sit down and give us his thoughts on Ducati’s bright future as well as his general views on the motorcycle industry, the impact of the American consumer, and Ducati’s place in this market.

You recently stated that the future for Ducati is electric. How committed are you to that strategy?

Yes, I think that the future of every brand is electric, not just ours. It is a matter of timing, and so there are different interpretations. Some manufacturers think that it will be happening very quickly, and some others believe that it is necessary to think a bit more about it. So we are in the process of working on developments and studies, but we’re not sure how to position ourselves yet. The battery is the key, and it’s development is what we care about for sports motorcycles. The weight is crucial, and so is the range. So it’s not an easy technical problem to solve. It’s also related to the chemical components of the battery. So ultimately, it’s about how many kilowatts per pound you can store. There is a new generation of batteries coming out, which is the solid-state battery that we will probably wait for (look for a product in 2025 or so). It will be providing a 30% improvement on efficiency, which will be a great start.

Many people have said that you’re going to lose a little bit of your fan base by going electric. How are you going to be able to convince the die-hard riders of this new turn of events?

It’s very much a matter of timing. We also know that eventually, people will evolve in their thinking, and so we have to come up with the right product and technology. The truly wrong move would be going electric just for the sake of doing it. We will be producing the first electric Ducati Superbike, but only when technology is ready. When we do it correctly, we know that our customers will follow, just like they did when we introduced the V4 to replace our twin-cylinder. Our customers love it because they know that we would never compromise on quality or our great history.

In thinking of your famed racing heritage, is racing still at the core of Ducati’s identity?

Our strategy is that racing is very much one of our brand’s core pillars, and it will not change for the future. However, we are adding alongside these pillars several other significant parts, because we are a much larger and broader brand than say, ten years ago. We’ve introduced new models like the Multistrada, which is capable of long-range touring, alongside the Diavel, which is a kind of power cruiser. They are still considered sports bikes but with a more comfortable riding position and a lower seat height, which allows a wider range of people to ride them without compromising the overall ethos of the brand. Touring and cruising models are indeed an essential part of what Ducati is all about.

You’ve introduced the Scrambler in an attempt to appeal to more novice riders. Was that done with the American market in mind? 

Not necessarily so. I think that that this works pretty well here in the US. However, it was also a great success in Europe. Primarily it’s a modernized version of our iconic Scrambler of the ’70s, which was very popular everywhere.

Has the Scrambler exceeded your expectations, or did it just meet your goals?

Lets say that in terms of financial results, it exceeded our expectations. We’ve sold the most sports bikes we’ve ever have in the first quarter of this year, so it is doing great.

Statistics tell us that only one out of five motorcycle buyers is a first-time buyer. The typical riders have been doing it for a long time; how do you reverse that trend? Moreover, how do we convince people that buying a motorcycle is something they should do?

We ultimately need to figure out a way to speak the right language to the right audience. We accomplish this with the following tactics: firstly, Ducati needs to learn about and be proficient in social media. Platforms like Instagram are fantastic to visually convey  the appeal of our brand. Secondly, we need to create products that speak to the young people of today. It certainly feels that smaller, more maneuverable bikes are the way of the future.

How does a brand like Ducati compete with a brand like Harley-Davidson, which has been so ingrained in the American consciousness?

We don’t feel like we are competing with them all. They have a great history, but our customer bases are entirely different. What we are doing is defining the sport of motorcycling, and that is what we are all about. We truly concentrate on performance and design, which I believe brings a particular type of elegance and styling for the motorcycle, making it somehow a bit more European. While we are completely different brands, we can live side by side; it’s a massive industry!

You’ve come from the engineering side of the business what’s more important to you, design or performance?

I think that the real spirit of the brand is the connection between technology and design. There are very few brands in the world that have technology and design so much directly linked to one another. I don’t believe that you can separate them. Once the emphasis is either solely based on performance or technology, you somehow lose the elegance and style I’ve mentioned earlier, and that is what makes a Ducati special. It is an emotional pull that you feel just by looking at the motorcycle, and it is reinforced once you start riding and enjoying the overall performance.

How important is the American market for Ducati?

It’s dramatically important, especially here on the West Coast. California is possibly the best place on earth to ride, with unbelievable roads that are available all year round. Also, the entertainment side of the business is also located here, where we have a lot of great connections. We have a lot of passionate Americans who are in love with our brand, so it is indeed a vital aspect of our business.

What is Ducati’s legacy from your point of view?

Since we feel that we’ve only just begun to explore our full potential, it is a difficult question. I think that Ducati actually stands for style, sophistication, and performance. These three keywords are where you will find our ongoing legacy.

What is your favorite bike?

Another tricky question because I like them all, but I think that for overall ride-ability, I would choose the Multistrada. I’ve been a sports bike rider my whole life, but now, you know, I have a wife and kids, and so the Multistrada makes it possible to do it all. It’s a sport bike, yet you can put the bags on, and take your wife and have a lovely weekend in the mountains. So it’s a fantastic motorcycle in my opinion.

Besides motorcycling, what are your hobbies?

The main one would be skiing. I’m in love with the sport. I would even say that I’m kind of a desperate skier because now that skiing season has stopped, I’ve been planning the next one, waiting for the snow to come back. I ski like I ride: pretty fast!

Name one place you would go for one last ride.

I would go to Mugello! That place is uphill, downhill, with long and fast corners… it’s paradise.

Words by @ylesieur

Share

People

You might also like

Along Came A Spider
October 15, 2019
Davio’s Northern Italian Cuisine
August 21, 2019
Aston Martin Takes The Beach By Storm
August 5, 2019
  • Special Edition 30th Issue

    ORDER NOW
  • JOIN OUR VIP MAILING LIST

  • nobleman

    Luxury & Style for Gents
    Mallorca anyone? Four Seasons is bringing its sig Mallorca anyone?

Four Seasons is bringing its signature style to this Balearic gem - think terraced hillsides, sea views, and that effortless Mediterranean cool @fsrmallorca 

#nobleman #noblemanmagazine #luxuryliving #mallorca #fourseasons #fsrmallorca
    What a night! @NOBLEMAN Magazine proudly partnered What a night! @NOBLEMAN Magazine proudly partnered with @SushiRoku to celebrate 10 years of culinary excellence! 400 select guests gathered for an unforgettable night of world-class sushi, signature bites, crisp Peroni, Suntory whisky tastings, and premium sake. DJ sets kept the energy high, while @HappyJewelers wowed with an impressive display of fine watches and jewelry. Founders Lee Maen and Philip Cummins welcomed guests as we raised a glass to a decade of iconic flavors and stylish hospitality. Here’s to many more years of Sushi Roku magic.

#noblemanmagazine #newportbeach #sushiroku #nobleman
    The 2025 Rolls-Royce Phantom stuns in a sleek Blac The 2025 Rolls-Royce Phantom stuns in a sleek Black Diamond and Tempest Grey finish, with a bold Mandarin + Black interior that redefines luxury on four wheels.
⁠
See this masterpiece in person at our friends @rollsroyceorangecounty #nobleman #noblemanmagazine #rollsroyce #rollsroyceorangecounty
    @ChaceCrawford exclusive for @NOBLEMAN Issue No. 2 @ChaceCrawford exclusive for @NOBLEMAN Issue No. 26

Read the article & get your copy at NoblemanMagazine.com

#chacecrawford #nobleman #noblemanmagazine
    The Ferrari 512TR, a refined evolution of the icon The Ferrari 512TR, a refined evolution of the iconic Testarossa, delivers V12 power, a sleek design, and 90s heritage. This Rosso Corsa beauty is one of the finest we’ve seen🔥

📷 @meritpartners #Ferrari512TR #TestarossaLegacy #RossoCorsa #nobleman #noblemanmagazine  #V12Power #TimelessDesign #luxurylifestyle
    Father’s Day is the perfect time to go all out f Father’s Day is the perfect time to go all out for the remarkable men in our lives. Our exclusive NOBLEMAN Gift Guide is a handpicked selection of timeless pieces, curated with something for everyone from these amazing brands:

@eleventy_milano @dolcegabbana @zegna @montblanc @alangesoehne @leisuresociety_ @tudorwatch @skorpiostequila @kenton_michael @auracalifornia @imperiacaviar @pini.parma 

#nobleman #noblemanmagazine #fathersday #giftguide #luxurylifestyle #mensfashion #luxuryfashion
    Step inside the iconic Orient Express - a timeless Step inside the iconic Orient Express - a timeless blend of luxury, style, and old-world charm. Where are you training off to?👇

#nobleman #noblemanmagazine #noblemanstyle #orientexpress #luxurytravel #luxurylifestyle #europe
    A NOBLE PAIRING: An evening where fashion, food, a A NOBLE PAIRING: An evening where fashion, food, and fine wine came together in perfect harmony. We began at the Dolce & Gabbana boutique for caviar + champagne and cocktails, and a first look at their stunning Pre-Fall collection.

The experience continued with a Michelin-starred dinner at Knife Pleat, where Chef Tony Esnault delivered an unforgettable wine pairing menu alongside Prestance Wines. Live music set the tone as guests indulged, connected, and celebrated the art of refined living. 

Thank you to our partners @dolcegabbana, @knifepleat, @prestancewines, @imperiacaviar, @peroniusa and to our incredible guests. Until the next one…

#nobleman #noblemanmagazine #luxurylifestyle #southcoastplaza #dolcegabbana #knifepleat #michelin #finedining #winepairing #winedinner #michelinstar
    Lakeside living at its finest. Would you move to L Lakeside living at its finest. Would you move to Lake Como for this?👇

#nobleman #noblemanmagazine #lakecomo #italy #LuxuryLiving #luxurylifestyle
    It’s time for another NOBLEMAN GIVEAWAY! One luc It’s time for another NOBLEMAN GIVEAWAY! One lucky winner will receive this @WestminsterTeak Odyssey Yacht Furniture Set, including 2 folding chairs and a side table, seen firsthand at our NOBLE Wine & Dine Alexander Marine lounge with Wolfgang Puck.

Perfect for summer in any setting, it’s a modern take on the classic director’s chair, reimagined for luxury outdoor living. Crafted from solid teak and marine-grade stainless steel, with Sunbrella-upholstered cushions, this lightweight yet durable set brings yacht-worthy elegance to any space.

Here’s how to enter:
1. Like & comment on this post
2. Follow @WestminsterTeak + @NOBLEMAN
3. Tag 3 friends
Bonus entry: Share this post to your story

Winner will be announced Monday, June 2nd. Good luck!
    This Memorial Day, we honor the noble men and wome This Memorial Day, we honor the noble men and women who selflessly gave their lives in service to our country. Their courage, valor, and unwavering commitment to protecting our freedom will forever be remembered 🇺🇸
    The most glamorous race of the year is here. From The most glamorous race of the year is here. From superyachts to the world’s fastest cars, the Monaco Grand Prix is where speed meets sophistication 🇲🇨

Who are you rooting for to win this weekend?

#nobleman #noblemanmagazine #formula1#monacograndprix #monaco #montecarlo
    Follow on Instagram
  • Follow Nobleman On



  • 28241 Crown Valley Pkwy F, #444
    Laguna Niguel, CA 92677

  • Style & Substance

    NOBLEMAN celebrates the modern man. We inspire men to live life to the fullest and with purpose. It is the premier luxury lifestyle magazine specifically dedicated to the discerning man of today.

  • JOIN OUR VIP MAILING LIST

  • Nobleman Magazine

    About
    Advertise
    Media Kit
    Jobs
    Contact
    Shop
    Privacy Policy


© 2022 Nobleman Magazine. All rights reserved.