Dear bloggers,
I waited a few days before writing this as I thought it was best to reflect on all the posts. I won’t hide the fact that you’re pretty ‘productive’ when it comes to posting - Gabriele’s last efforts have generated some 640 reply posts so far - and since I wanted to read each and every one of them personally, well, finding the time to do so was no easy matter. But I got there in the end!
Some sort of initial overview on our current product development philosophy might be needed here, as there seem to be a few things that need clarifying. It’s likely that not all of you are aware that prior to the end of 2004, I only dealt with racing and had nothing to do with product development. Then, Federico (Minoli, Editor’s note) asked me to get involved in product development and, subsequently, production.
The first thing I did, in late 2004, was to bring our product development strategy into sharper focus. All the right elements were there, of course, it’s just that they had become a bit, how shall we say, blurred. I even gave the philosophy a name – a name designed to sweep away any doubts about its contents.
The philosophy is called ‘Back to Basics’.
So what does ‘Back to Basics’ mean? It means putting the key brand characteristics – design, quality of finish, performance, riding enjoyment, braking etc – right at the centre of new product development.
Riding enjoyment means lightweight motorcycles. Weight is something of an obsession for us.
On the design side we’ve drawn up a formal brief, which has also been given a name: ‘Reduce to the Max’.
‘Reduce to the Max’ means that product design must comply with certain characteristics. It must be ‘authentic’, only ‘real’ details must be present, so, for example, imitation carbon fibre is out. Essential, so anything unnecessary is banned. Compact, not only in terms of dimensions but also, and above all, image-wise. The bike should even look light.
The ‘beautiful, simple and top-class’ approach is an essential element of strategy. So much so, in fact, that design and fit-and-finish are of prime importance.
Developing products according to ‘Back to Basics’ and motorcycles with ‘Reduce to the Max’ design is our gospel and dictates the way everyone in product development works.
When you take a close-up look at a 1098 Tricolore with its rich paintwork, forged aluminium rims, Monobloc brake calipers, digital instrument panel - identical to the one on the GP7 - a fabricated single-sided aluminium rear swingarm that looks like a sculpture, 160hp and weighing 171kg, well, it’s evident that it’s a well thought-out piece of machinery, designed, built and assembled in a factory where the personnel love nothing more than great-looking, simple, prestige motorcycles.
All the motorcycles launched since implementation of the ‘Back to Basics’ philosophy comply with it Or, at least, we’ve done our utmost to make sure they do. So that means the 1098, the Hypermotard, the D16RR, and now the Monster 696, the 848 and the 1098 R.
Let’s now take a look at the latest bikes launched at EICMA in Milan: the Monster 696, the 848 and the 1098 R…
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I’ll start with the last of those, the 1098 R. With 180hp, weighing 165kg and in the process of being type-approved for competition, this bike hardly needs introducing. It also comes with the Ducati Traction Control (DTC) system – exactly the same software that controls the bikes ridden by Stoner, Melandri, Bayliss & Co. It’s so hush-hush that we haven’t even passed the code, developed internally by Ducati Corse, on to the engine control system supplier. We have developed our own hardware system that ‘dialogues’ with the engine control system and so only passed on a non-intelligible code. Unlike others on the market, this traction control system is performance-oriented, that is, it was developed with track use in mind. As on our GP and SBK bikes, it reads the speed differential between the front and rear wheel and when rear wheel-spin ‘breaks’ a certain threshold, it reduces engine power delivery, first through instant electronic adjustment to the spark advance and, when that’s not enough, via a pattern of actual ‘spark cuts’. Several different set-up profiles can be used to suit different levels of skill and confidence. The top-level setting profile was developed by the official Ducati MotoGP test rider ‘Vitto’ Guareschi. His comment, ‘heart-thumpingly fantastic’ speaks for itself.
I’ll spare you the other details on the sand-cast crankcases, the titanium valves and con-rods, the ‘super-finished’ rocker arms without chrome faces, the high-strength steel shot-peened gearbox with the higher-ratio sixth gear, the ‘ribbed’ piston, the twin injectors for each cylinder, the titanium silencers, the aluminium subframe, the TTX shock absorber fully adjustable from the outside - again, the same as on SBK and MotoGP bikes - and the single-seat carbon fibre tail housing the traction control electronics.
Now let’s take a look at the 848. We all agree, and rightly so, that it’s a fantastic bike. 134hp and 168kg are figures that speak for themselves. Our goal was to make the 1098 more usable. Let’s say that the 848 is our ‘Boxter’. So let’s get straight to the point with regards to the clutch. I’ve read that ‘a Ducati is a motorcycle with a Trellis frame, a twin-cylinder Desmo engine and a dry clutch’. According to that definition, the GP7 isn’t a real Ducati so we didn’t win the MotoGP World Championship after all. And neither are the Monster 620 and 695 and the S2R… looks like we’re coming apart, doesn’t it?! Ok,ok I’m playing around with you. The point is this: just how should a Ducati really be defined?
A Ducati is, according to me, a sports bike characterised by attention to detail, quality materials, on-road performance and purity. A motorcycle built better than any other, a bike for passionate connoisseurs that is as fast and enjoyable as can be.
The oil-bath (wet) clutch fitted on the 848 weighs 1.6kg less than the dry one and is much more durable. It is, therefore, the best clutch possible for this bike. Remember, my job is to come up with bikes with the best possible set-up so if, in time, technology evolves and provides us with solutions that were once deemed impractical, then these solutions should, I think, also be used on Ducati motorcycles. The dry clutch is still commonly used in the racing world as it allows - dimensions being equal - transmission of greater torque. So if size is the limiting factor then the dry clutch is the most practical solution.
As managers, our duty is to protect and defend both customers and the company’s staff and suppliers, and that is best done by making decisions that maximise the probability that a product is successful in the marketplace. One way of doing this is to offer, within the product range, differentiated characteristics so that each individual customer can, where possible, find a Ducati product that responds perfectly to his or her needs and wants. In my opinion, the 848 must allow Ducati to demonstrate its outstanding brand qualities to motorcyclists who, until now, have sought out other producers. With these customers, making sure that the products on offer are nothing less than excellent and eliminating certain causes for criticism ( for example: noise and high maintenance costs) is more important than ever. So cheer up… variety is the spice of life.
Finally, the Monster 696. Monster 696, note, not just 696. Paint the Monster all black (or white if you prefer), take off all the decals and park it anywhere. Everyone will recognise it as a Monster.
The brief was clear. We wanted a new Monster, all new, yet one that was unmistakably a Monster. The overall concept was one of a ‘compact Monster’. All the mass has gravitated towards the centre of the bike, the front headlamp is squashed inwards, the tail has been shortened, the tank has ballooned, the exhausts have been raised to wrap around the engine. Just like an espresso coffee, smaller, but packing a powerful punch.
This bike is more essential than its predecessor – the weight alone (again!) tells us that. We’ve managed to shave 7 kilos off a motorcycle that appears to be nothing more than a frame, a tank and a seat – the Monster 695 - without, for obvious reasons, being able to make use of ‘prestige’ materials such as titanium or carbon fibre. Should any of you get the opportunity to strip one, you’ll see that every single component has been designed according to the ‘form from function’ concept, by avoiding the frills that would distort the Monster concept and inevitably increase the machine weight, with evidently negative effects on its handling.
The shock absorber is of the well-known cantilever type. Since it has a marked angle, compression is non-linear with respect to swing-arm movement. In other words, the rear suspension has rising-rate effect. The rising-rate on the 696 suspension is exactly the same as on the well known S4Rs. With the new layout, we’ve gained the advantages of easier access to spring pre-load setting and damping adjustment in rebound, plus reduced weight as a result of no rocker-arm or push-rod. So why aren’t all motorcycles built like this? Where present, the middle rocker arm lets you achieve higher rising-rate, useful for off-road or touring bikes, where less rigidity is required in the first part of the range, together with a capacity not to bottom-out at high range. For racier motorcycles, instead, the rising-rate linkage required to optimise general machine performance is much lower (otherwise the bike would compress excessively when cranked over mid-corner), so the linkage is only retained for layout reasons (shock absorber positioning) or to modify leverage ratios to adapt, for example, suspension characteristics to different tracks quickly, as is the case with race bikes.
The tank cover solutions incorporate several advantages. Firstly, they exploit the space available, allowing us to build a higher-volume airbox - which means greater engine power - and a larger capacity fuel tank. This solution also gives aesthetic advantages as it means the joint between actual tank and airbox - which would be like a scar on the surface of the tank itself – is hidden. Thanks to the layout of the airbox and its air intakes the ‘turning-circle’ has also been improved somewhat thus making the bike more maneuverable, while the overhead view retains the classic wide-at-the-front Monster tank outline. The switchgear, the parts that normally limit the turning-circle, in fact maintain clearance by using the air intakes on full lock. So that also means, in the event of an incident – perish the thought! – damage caused is considerably reduced.
The rear subframe is sand-cast using an automated system and is, for us, the result of a carbon fibre structure industrialisation process used on the GP7 and Desmosedici RR. The rear swingarm is chill-cast. Both swingarm and subframe are, therefore, made of aluminium in its most noble form, that is, gravity-cast and heat-treated to ensure attainment of its very best mechanical characteristics.
So why not a full Trellis frame? Because we liked it. It seemed right that a motorcycle looking to maintain its market should seek out new solutions. We liked the GP short frame solution, so we thought the Monster deserved a ‘tough’ frame too. We even used the same tubing thickness/diameter as on the D16RR.
A couple of words on the level of finish on this motorcycle, undoubtedly the highest ever achieved by Ducati. Better than the 1098. I won’t bother expressing my thoughts on other brands, but I do expect those of you lucky enough to glimpse the 696 parked in the sunshine next to its rivals to appreciate the sheer quality of the surfaces, the superb fit and the shape of each individual component. Everything is essential, yet perfectly integrated and designed down to the last detail. Remember, we were talking about a love of motorcycles here.
The Monster 696 doesn’t come cheap. Let’s talk facts. Two lambda sensors (only the second Ducati to feature them after the 1098 R) allow the engine control unit to ‘see’ the two cylinders independently and so optimise ridability even with the lean mixtures required by Euro 3 standards. Somewhere along the line we realised that just one sensor made it difficult to achieve perfect performance on 100% of the bikes produced, and we didn’t hesitate a moment to apply that discovery to the Monster 696 too. More specs? 100% Brembo braking system, with 320 front discs and radial caliper mountings, steel braided brake hoses and LED rear light.
To enhance control and comfort, the riding position is less stretched out over the tank. And we haven’t even mentioned the engine, which has, by the way, been boosted to 80hp thanks to new heads, larger valves, new cams and several other modifications.
Let’s finish up with a few words on a number of comments that need some clarification…
Multistrada. Braking vibration is only a possibility on the 1000cc model and the simple solution – that your Ducati dealer will be happy to apply - works in 99% of all cases. This involves replacing the drilled banjo-bolts connecting the front brake lines from the master cylinder to the calipers with a different part. On the new 1100 this solution is fitted as standard, and together with handlebars fitted on flexible mountings (as on the Hypermotard and Monster 696), resolves the problem definitively. Erratic behaviour of the fuel reserve warning light has been eliminated on the Multistrada 1100. On every Multistrada, the rear of the tank features a valve that vents air. That’s why a bit of patience is required when you fill the tank as the air has to escape. With this solution the tank is filled correctly.
696 slipper clutch or servo clutch? The clutch is both. It uses the servo mechanism to reduce required spring load and when driven on excessive over-run (reverse torque) it acts as a slipper clutch in every way.
Motorcycle configurator. A fascinating idea we’ve been considering for some time, but one that requires proper structuring of the feedback flow from dealer to company and within the company itself. With cars it’s practically the norm, yet we’re talking about companies that are huge by comparison. Still, we’re thinking about it.
I hope these notes help illustrate the line being taken by the company. While these observations are by no means exhaustive, they do sum up the Ducati philosophy as it stands today. I sincerely hope that the unbridled passion for motorcycles - that we strive to improve every day with respect for ideas that might diverge from our own – is a little more evident. In the end, decisions have to be made. Rest assured that we’ll do our utmost to ensure they comply with the principles outlined above.
It’s been quite an experience, one we’ll definitely be repeating next year at EICMA in Milan.
Right now, though, it’s back to work! Thanks everyone!
Ciao,
Claudio Domenicali
Posted in
READER COMMENTS
Thanks for the thoughtful message. It’s nice to get a view into how a company makes its decisions.
You’ve probably been talked to death on this next one, but how about a new Ducati Sport-Touring series? The existing ST series was getting long in the tooth (much as I love my ‘03 ST4s ABS). I hope to see Ducati return to the ST fold in a few years, with a 1098-based engine.
Such a machine would take on the sheer power of the 1300cc luxo-tourers but with the low weight, agility and sleek design Ducati is known for.
Do this, and you’ll rule both ends of the sport touring market — big-power and small-agile.
And you’ll see me replace my ST4s with it. :-)
‘Reduce to the Max’
While I agree with this sentiment, the new monster is not reduced to the max. Replacable tank panels, unnecessary and ugly exhaust routing, and a de-evolution of style (sv 650 meets monster). You’ve taken a classic and 999 it again. IF I wanted a SV 650 style bike, I’d buy one. Look to Bimota for inspiration (trellis swingarm and rear subframe), clean up the convuluted exhaust and get back to us with a real bike. This looks like a committee bike that combined a scrambler prototype with a monster and got a disaster.
My 2006 S2R1000 will be my first and last Ducati.
Too many problems with surging, expensive upgrades (ECU costs over $1000).
The Monster 696 is a design abortion. What the hell were you people thinking? The Multistrada is the ugliest thing on 2 wheels. And the Hypermotard is ridiculous-next, will Ducati will come out with more off-road vehicles? And why make a Sportclassic? You already had a “classic” bike in the Monster.
Here’s a concept for you guys: test, test, and test your motorcylces and do not release a model until you can make 100% of production run correctly 100% of the time.
Thank You very much for sharing Your thoughts and considerations when designing new bikes. As a customer I like it very much, if the brains behind the product explain their reasoning behind their solutions. Which other company talks so straight with its customers?
Contrary to the posters above, I do like the new Monster. It is very difficult to develop a successor to a long living design icon. Remember what happened to the 911 ( and Porsche does still not get it right, I have to admit this, although living less than 20 kms from the Stuttgart factory). It is tightrope walk to combine technical development with a fresh design, which gives a reknow pattern a more modern look. And make it simpler to produce and cheaper to maintain at the same time.
I feel that Ducati has solved this task well: Without any decals, most motorcycle riders will recognize the Ducati Monster look; I really have difficulty to understand, how it could be mistaken for a SV650: Excatly here the exhaust line is completely different; but I consider this as the weakest point of the 696. Ducati kept the general look, but changed the detail lines in such a way, that the bike transports ‘modern style’ on top of the emotion of the underlying pattern of the Monster. I believe, the 696 is a very clever move.
Kind regards,
asmaco
When can we expect to have an ECU replacement for the S2R 1000. If the DP unit is the answer then give it to us as under a factory recall. 10% of the cost of the bike for an ECU is a bit rich for me.
PS. great post and thanks for the update.
Regards
Marcel
Claudio per favore possiamo sapere quando saro disponibile un kit Traction Control per il 1098 e il 1098S. I would really like to know if this is a real possibility as the instrument panel on the bike tantalisingly alludes to this function but it is a dead function unless Ducati se to it that it becomes an option much like the DDA kit for the base model 1098. Fammi sapere!!
I too have an ‘02 ST4S and dread the day when I have to replace it with a suitable alternative from Ducati because there does not seem that one is or will be available.
The Multi does not have the same power as the ST with 4V engines and the seat height is too tall. In its current form, it looks more like a dual purpose bike than a serious sport tourer. I know that it is a capable bike that offers flexibility but it is not for me and many others also lament the demise of the ST series in your line up.
As for your other bikes, specifically the 696, I agree with your decision to move in this direction. I am hoping that the larger air cooled motors, 1000cc or 1100cc get the same design treatment as the 696.
Thanks for giving us an insight on the company’s philosophy on product development.
BTW, I could be easily persuaded to buy a newly designed ST4S with a 1099 motor and premium suspension pieces and brake components. Same goes for a 1000 or even better 1100 Monster in the same design as the 696.
Glad you have finally solved the low speed surging issue for the 696, too bad you didn’t apply it to the S2R 1000
Thanks for sharing the thinking behind the design philosophy.
Compared to a few years ago, it feels like everything has the possibility of changing. There’s some amazing new models, more difficult regulations like Euro 3 to meet, great racing successes, and also the loss of some old favourites (like my ST3). Communicating that there’s a direction, a method behind the changes, is a great move.
Thank you Claudio for sharing these in-deep explanations. It is very helpful for us to understand “the ideas behind the bikes” and your words are impressively valuable.
I still do not like the style of the 696, but it does not really matter : I love the Desmosedici RR that I’ll receive within 4 month :-)
Go ahead, you have my full support and my very best wishes for the coming MotoGP & Superbike season !
Yes, Thank you for your commentary and for posting thoughts regarding the development of the 848, 696 and the current state of Ducati.
It seems to me that Ducati is at a crossroads in motorcycle development. The motors seem to be getting high praise, and in many cases (The DS 1000 motor) Ducati supplies them to other manufacturers for their bikes.
But I certainly hope that Ducati is aware that spending $1500 USD for an exhaust and ECU isn’t easy to do after the purchase of a motorcycle. These bikes should be performing better without the need to spend extra thousands of dollars.
On Ducati’s design there is also a separation of philosophy, recognizing the past with the SportClassics, and now the unveiling of the new Monster 696 and the 1098/848. I am a professional designer, and find the 696 beyond disappointing. In our studio, we look to Italian design as inspiration, whether it’s a motorcycle from MV Agusta, or automotive design from Fiat or Ferrari, or even furniture design.
Saying that, the 696 moved in a direction that made it look like a fat lady. When you “centralize” the mass, as you describe, the “up and forward” movement from the original Monster is gone. A fatter tank only makes it look like a cartoon, and the break between a trellis frame and a cast item looks like a Japanese bike. Very un-Italian, and un-Ducati. The thick, swingarm is a nod to the racing swingarm, but looks heavy and unrefined.
The details up close are attractive, but the overall gesture is lost.
The 848 is a return to a proper looking and performing superbike. I can’t fault the engine development of the 1098 or the 848. It would be good, however to see the dry clutch remain on the superbikes, and the wet clutches remain on the commuter or super sport bikes where noise and maintenance are considerations. A superbike makes no provisions for noise, as it’s a tightly-focused machine. Look to motorcycle enthusiasts worldwide, and we love the mechanical noises and the performance details that are the very soul of racing and superbikes.
So, while I see that Ducati is very engaged in evolving the product line and sharing the technology from racing, I only hope that the spirit of the company remains. The raw, Italian soul is what attracted many to these motorcycles, and that feeling needs to remain.
It’s my hope that Ducati expand its appeal through bikes like the SportClassics (and their wet clutches), the Multistrada. And while I know the Monster is the biggest selling Ducati, there is also a building heritage there. The Monster is in the middle of rideability and performance, but needs to stand as an iconic Italian motorcycle.
The superbikes of the 1098 and 848 should be the descendants of Ducati’s racing victories, regardless of any survey or customer clinic.
Thank you again for posting your thoughts and observations from inside Ducati. I wish all at Ducati much success in the coming year.
Thank you for the insight into Ducati product planning, it is helpful for those of us who want to see Ducati’s continuing success. May I add my voice to those who wish to see a true successor to the ST series? My ST2 is the best motorcycle that I have ever owned, and much as I admire the 1098, 848, Multistrada etc I will be needing a true ST style bike to replace the ST2 eventually. I hope one day I can buy another Ducati STx to continue my love affair with Ducati!
Please, please, please give your loyal Ducatista a new ST: an utterly sports-focussed, lightweight 1098-based machine, which simply happens to be able to cover long distances two-up with luggage and a decent tank range. This is basic commercial common sense - people’s needs move beyond sports bikes, they’re usually less price-sensitive as they get older and they WANT to stay with the marque they love. Right now, all of us ST riders have nowhere to go in the Ducati range. What do we do?
Richard
Hi,Thanks for the info on designing our bikes. I own 2, a 906 Paso and 03 ST4s/abs. I also am wondering about a replacement for the ST. It is truly the only bike out there like it. I rode inline 4s until I bought the Paso. I only kept it so long because there was nothing out there that was a reasonable ride until the ST line came out. I think Robert Mohns has the best idea. Build it and we will buy it.
@14: I own a 907ie and a ST4s and of course, I agree completely with the last messages. A few mounthes ago, I asked on the english, french and italian-speaking ST forums to react on the Desmoblog to the persistant noice that the ST line would be dicontinued. It generates a lot of messages, but I guess it was already too late: Minoli was then at the command levers and his decision was taken. Now that Gabriele Del Torchio has arrived, perhaps could we hope he will take our wishes in consideration? Otherwise, like you said, after 40 years with Ducati, I shall have to go and see elsewhere, but where?
Post n°11: I totally agree with your comments on the design of the 696. No matter how excellent might be the technical specs of this bike, I can’t look at it and think “this is Italian design at its best”. It is not an inspired bike. Like you wrote: “the overall gesture is lost”.
Thank you anyway, Mr. Domenicali, for taking the time to detail Ducati’s strategy. I understand that you want to seduce a new type of customers, thus need to compromise on some things that we, Ducatistis, think essential to the brand. Business is business…
On another note, I just bought a 750SS from 1991 and tried it yesterday. I had so much fun, this is such a light, lively, agile sport bike, that I can’t help but wonder why Ducati abandonned the idea of a “fun” sport bike like the SS, with a “simple” Desmodue in… :-(
Thank you so much Claudio for sharing Ducati’s design philosophy with us. After reading your comments I believe more than ever that Ducati design is in good hands.
Personally, from what I have seen & read I am very happy with the new Ducati models, especially the Monster 696 and the 848. If the $US ever goes up again then I will buy at least one of these models next year.
I was very disappointed to read some of the customer responses to the new product line. There seems to be a common idea that being a Ducati means very specific things: a dry clutch, a trellis frame, single-sided swingarm (on some models), etc. Also that the “look” of certain models is sacred.
If designers listened only to these restrictions we never would have seen a Ducati like the 916 because certain people would (and did) complain that it is not a real Ducati unless it has spoked wheels, a single cylinder, carburetors, “I have to see the engine”, etc, take your pick these have all been sacred cows down the ages. Pity poor Triumph or Harley Davidson designers in the 1980’s whose customers would complain that it wasn’t a “real” bike unless it vibrated, leaked oil and had cylinders made of cast iron.
For me being Ducati represents other qualities: essence of design, purposeful, performance (not just power), beauty. In these things Ducati is the leader. More and more I see new qualities that are not traditionally Ducati but I am happy about none the less: reliability, lower maintenance, quality of finish. These are important too so I am glad to see big steps in these areas.
Claudio’s philosophy matches my own which is why I am so happy. It is applying such qualities, without unnecessary restrictions, that new innovations are possible and allows great bikes to be built like the 750 F1, the 916, the monster and now the 1098.
Enough praise. In an earlier post I wrote that I was glad to see the ST range disappear. A lot of ST owners disagree and obviously love their machines. Now I feel guilty about saying what I did, just because I don’t happen to like touring motorcycles. Sorry about that.
One last thing. Claudio, you say that you want to produce a motorcycle that is light-weight and pure of purpose. Please give us a supermono as this is the ultimate expression of your philosophy, and my dreams.
regards John van Houten
I also regret the loss of the ST range. I was looking forward to upgrading from my 2002 ST2 next year but now there is no Ducati ST machine available. I would buy a new ST4 ABS version if it were one - especially a modernized model. I think that if the range was not selling well enough, it was because there was a high enough version available, in terms of performance and finish.
Phil
John Van Houten-
I suggest you determine a solitary opinion before posting a second one (which effectively negates some commentary from your first)
Also, if you desire Ducati to cater to your dream of a Supermono, please allow us to have our dreams in the form of dry clutch and trellis frame.
All good, thanks for the heads up!
I must say even though the qulity/fit&finish is much improved, and the best from Made In Italy, its still not the level of the Japanese.Anyway, 1 step at the time you can reach that level and exceed it, like on the racetrack!
Service intervals should be longer and service costs MUST be reduced, its a common BAD image you have in Australia.
I still think your range is not broad enough, what about a MotoCross and Enduro Ducati, sure why not?
A ~ 600cc single cyl. [maybe Desmo style?] with Italian engineering and brutal performance, Aprila and now BMW are in this market, you MUST be too.
Anyway, best for XMAS and Forza Ferrari Forza Ducati!
Ciao
O/A
Claudio, thanks for sharing your comments with us, the new bike are exciting and true to “ducati” Genes. I would love to have one of each, but my true riding style is that which I find in the ST bike, now be a clever boy and go down to the design office and order a new “ST” for all of us passionate tourista,
Thanks,
Tony
Thank so much for your thoughtful approach to the manufacturing of what I consider the best motorcycles on the planet. Your passion for your job is evident. Recent products are excellent. Good idea to insure the proper care and feeding of your customers.
I have ridden Ducati since the mid 70’s and will continue to do so as long as my bank account can stand it. Maintenance cost is high and frequent. After warranty, I do it myself. Wet clutch is OK by me.
Just wanted to say the 1/2 frame you got going on with the 696 looks like ass and it seems that you have 32 pages of hate on the ducati monster board and you got 12 or so more pages of hate on another forum. You and Aprilia both are doing this and its a shame the shiver would look good if it was one or the other. I guess sells well see how much people like this bike and i hope it bombs.
Dear Claudio,
I have read your post and some of the responses with interest.
I am concerned about the direction Ducati seems to be taking latley. It feels like a move away from the artful creation of of motorcycles and into a place that offers favorable paragraphs in the motorcycling press and profitable business returns.
It seems that many of your new models have moved down a track already occupied by Japanese factories, in an attempt to stand with them in the market place. Dare I say it, but I do not like the 1098. It does not feel like a Ducati to me, but rather resembles a Japanese machine. It seems to have scarificed sure footedness through a corner, for the quick turn in journalists love so much to write about. And I do not care about shaving half a kilogram from a bikes overall weight. You now publish weight figures wthout fluids as other factories do… Looks good on paper!
Unlike many people, I have never had a problem with the 999. It was a very good bike, not perfect admittedly, but nothing is, or needs to be. People were automatically going to hate whatever came after the 916/996/998. And, conversely, love what came after the 999. I feel that if Ducati had stuck to it’s guns the way it did with the Multistrada, people would have stood back and seen the 999 for the great back it was.
It seems in this world that everything is pared down to the mundane and mediochre… That which is regarded as acceptable and productive… Made like everything else. Ducati was, for me, one of the few places where life was still alive. Things were created for passion and beauty and allowed to just be. Right or wrong, good or bad… Perfectly imperfect. Ducatis are not about performance, they are about experience and life lived. That is what makes people love them. Please do not forget this.
Sincerely
Gavin
I want a Ducati that costs AUS$5000
That could be just me though!
Perhaps Made In China?
Cheers
O/A
You can please some of the people some of the time but you can’t please all the people all ofthe time… it would be impossible. As humans we resist change, but I must say that like the 999 some hate it, other love it, Ducati will engage more than just the loyal Ducatisti where if the models did not change or evolve, the market share would remain static or even decline. As such I think the new line up of bikes is extraordinary from the small Balongna factory an I salute Ducati for their inovation in so far as the L Twin goes and in so far as the Desmo RR. Well Done Ducati, well done Claudio.You could bring out a shopping trolley and paint it red and I’d get in line to buy it…Once you’ve owned a Ducati there’s no going back, it in your blood, I love it..
Thank you for the update Claudio! The philosphy’s appear to be sound. I hope you return to AMA series soon here across the pond. My 999S needs a stable mate and the 848 is looking like the machine to fit the bill. Now I have to weigh the factor though - is it worth my marriage?! :)
Claudio, Thanks for the the update and your views about the direction of Ducati. I just pruchased a 1098 S and absolutely love it. I am in the market for a sport touring motorcycle and I hope you are planning to redesign the Multistrada or re-introduce a sport touring model with high end components. I will hold off for a year in hopes Ducati will come through with a line extention or an update for the Multistrada. A sport touring model with a 1098 motor? Keep up the good work, Ducati is on the right path!
I was glad to hear that performance and reduce to the max design elements were the philosophies being embraced. I am glad to read that fit and finish is also included. I think you are on the right path.
I have enjoyed owning and riding my Ducati’s; they are unique, soulful, individual machines. The components used are excellent, the designs are something that speak to people. A 10 year old Ducati is still a great bike, rather than a faded “last year’s featured flavor at the ice cream stand” bike.
Keep to your guns, design a well built, top quality bike that is technologically and mechanically sound. It is hard to follow up on a Monster, in my view, as it works as it is on so many levels. But, until I bought mine, I did not like the way they looked, either. I still don’t care for the multi’s looks, but they sell and people love them. In my opinion, if you redid the multi to also double as a ST, you would sell them even better. Maybe do a half fairing and full fairing bike again. But, please, do something with that headlight fairing.
Thank you for the update and I hope to see more in the future. I have enjoyed each Ducati I have owned over the years, still have my 77 900ss and my 04 ST4S.
I do hope you will continue with a ST line of bikes as I believe most people would find this the best bike for daily use. Then you take the bags off jump on a track for fun or put the bags on and enjoy a weekend away.
I know the design and building of a motorcycle comes down to cost and profit. If the model isn’t selling drop it or redesign it so it will sell. I hope the ST line wasn’t unprofitable and Ducati builds the ST again.
I recently bought my first Ducati, a 2008 Multistada “S” model. I absolutely love the bike! I’ve had Honda’s, Yamaha’s, and Kawi’s. None of them have the soul and character of my Multistada. In the future it would be great to see a 4-valve water cooled Multistada model offered.
I too am terribly regretful of Ducati’s decision to discontinue the ST line, but with all the people making comments here you have to believe the STx line of bikes were loved by many! We have held on to and cherished these bikes for so long and they are now getting to the age of retirement, most with over 50K miles….So now were do we go?? Any ideas>?? I know a lot of people have been bugging the blog with this info, but it should be sending a red flag somewhere.
I have a 2004 ST4S with 30,000 miles. An incredible machine with the 996 motor. I hope to replace it with a
2009 ST1098S model (that is in the works I hope!).
Please return the ST series for us older guys (and gals)
who don’t want a heavy poor handling lifeless 4 cyl Japanese sport touring bike.
ALL THESE “ST” GUYS ON THIS ONE BLOG ITS AMAZING. I WILL HAVE YOU ALL KNOW THE NEW MONSTER IN MY HUMBLE OPINION LOOKS GREAT. I HAVE SEEN ONE IN PERSON AND ITS FANTASTIC. AS FOR THE ST, IT MAY BE GREAT TO SEE ANOTHER, BUT AND A BIG BUT YOU HAVE TO LOOK AT IT FROM DUCATIS PERSPECTIVE ITS BEEN ONE OF THE SLOWEST SELLING MOTORCYCLES IN THEIR HISTORY. IT IS KIND ENOUGH FOR EL PRESIDENTE TO SPEAK TO US ON THIS FORUM AND AS FOR ALL THE BLASTS AT HIM, HE IS NOT DESERVING. NO EXPLICT WORDS ARE GOING TO PUSH HIM TO MAKE YOU ALL A NEW ST, FOR GODS SAKE ITS AN ST THEY SOLD POSSIBLY 500 THE PAST 3 YEARS COMPBINED!!! THANKS AGAIN Claudio Domenicali YOU ARE A CLASS ACT.
Thank you very much for the philosophy.A great company with products that are closer to magic than machines.I’d like to echo Robert Mohns and others opinions on the ST’s.
I however love my 3 valve ST and the engineer in me likes the idea of spinning only 2 cams. 1198 cc’s might put an even bigger smile on my face with a real world road power band.
First, I would like to thank you for the insight look at the new philosophy. Personally, I like the 1098 and the new Monster and like already said: You will never create a bike, that is loved by everyone. I think the fact that these bikes are both, loved and hated, shows that there’s enough passion. :D
But, like all the other “ST” guys here, I have to complain about the loss of the ST range. Especially the 3-valve engine was a great one for touring purposes.
I also wanted to change to a new ST3s this year or the next one and don’t know, what to do now. For me, a redesigned Multistrada won’t do the job… do I really have to buy a Triumph Sprint ST?
I hope not, so please return the ST series, why not an ST3 with 1198 cc’s?
It seems that ST riders are highly represented among the desmoblog readers ;-) And I do agree with all of these testimonies. The ST is the most enjoyable bike I have ever ridden … Now it is gone, my dream of buying a brand new ST one day is gone, second hand is my penalty (found a good one - ST2-, but not the same thing as getting it from the DS with zero kms) ;-)
Anyway, Thanks for all these details on the “why and how” the new Ducati range is the new Ducati range, but why can we find no answer (or even simple clues) about the future of STs in this long (very interesting) explanations ? Does it mean it is definitely a dead subject with no hope for us, long distance riders, daily bikers and family tourers ?
Please Mister Domenicali, bring us the light about our favourite sport touring companion and its (no ?) future !!!!
New 2008 Ducati Models Announced Some tasty new products from the boys of Bologna
DUCATI PRESENTS 2008 RANGE OF BIKES IN MILAN
WORLD PREVIEW OF NEW MONSTER 696 - SUPERBIKE RANGE COMPLETED WITH INTRODUCTION OF NEW 848 AND FLAGSHIP 1098 R MODEL
Milan, Italy (November 5th, 2007) – The e
In the past week I’ve been scrounging for anything I could find on the new 848. I absolutely LOVED my S2R 1000 and have been agonizing over what to “replace” it with ever since I sold it. As a chick and a twisty-road-junkie, S2R fit me like a glove. It had the dry clutch that first drew me to Ducati but not the over-the-top powerband that the bigger Ducatis possessed, which I found (in test ride) were a bit too much for me to handle, and even harder to control in some of the tight twisties we’ve got here in Taiwan. Like I said, at first, it was the whole dry clutch and the Monster/naked bike image that first drew me to Ducati, but time spent with this beautiful machine made me truly realize that it (and Ducati) is so much more than that. And if Mr. Domenicali here says that they’ve managed somehow to put all that FUN into a smaller package, albeit with a wet clutch (that goes for the 848 and.. yes, maybe even the 696!), I just have to say that I can’t wait to see for myself. So, thank you, for sharing with us your insight and the philosophy behind these new bikes!
As it is already stated in comment #16, are there any plans in the near future for a light SS model with a top range desmodue engine?
On 696 Monster discussion now, although the technical specs show a state of the art entry level Ducati, the design is a total disappointment. As an S2R owner I find it very difficult how this model can replace such a successful range as the classic Monster! :(
If I had to buy a another Monster in the future and the whole range follows the same design principles, I don’t see any reason why shouldn’t I go for a second-hand all-time-classic one? ;-)
Ciao Claudio,
I couldn’t agree more with all your comments and congratulations to all the Ducati family for producing such beautiful and practical motorcycle art.
For many years I have been riding Japanese IL4’s (R1′S, Fireblades, etc). Then, late last year, I took a ride on my first Ducati, a 1098S. To me it was a revelation. It was like God himself had crafted this machine and breathed life into it. The look, the ride, the sound, the finish and above all the feeling. Well, now I am the proud owner of a brand new 1098S.
Well done Ducati, well done Claudio !!
My ‘05 1000DS Strada was my first bike ever (at age 56) and after 19,000 miles and several long trips I am very happy with the whole experience.
I like the direction Ducati is taking overall with product development and am anxiously awaiting the actively rumored new Multistrada.
One thought, however: Although product reliability is (I guess) implicit in your product strategy, it seems that you should be more overt in articulating that as a key product “value” in all Ducatis.
Best regards,
RB