Seeing Red

SEEING RED

World Ducati Week 2014

Ducati rolled out the red carpet for a record-breaking crowd of some 65,000 Ducatisti at the Misano World Circuit Marco Simoncelli in Rimini, Italy, in what may have been the largest single-Euro-marque gathering ever. In this eighth edition of World Ducati Week, Ducati owners and fans from around the globe gathered on the Adriatic Riviera with company employees, executives, and famous racers to celebrate a shared passion for the Bolognabased brand.

There isn’t a more fitting locale, with Ferrari, Lamborghini, and Maserati all sharing home turf with Ducati. Indeed, the entire Emilia-Romagna region has internal combustion in its DN A, but during this week, Ducatis commanded the roads. Thousands participated in the event kickoff with a lap around the track and a parade ride from the circuit to the seaside for the Scrambler Beach Party on Friday night, where fans could

share a cold beer with the likes of three-time World Superbike Champion Troy Bayliss or Ducati CEO Claudio Domenicali. At this shindig, everyone with a ticket was a VIP.

Events at the track included Diavel dragraces, with Ducati WSBK riders facing off against Ducati MotoCP riders (former Superbike and Grand Prix racer Regis Laconi took the trophy). A fleet of 50 brand-new Monster 821s were on hand for consumer demo rides, while the prototype Scrambler was revealed forthe first time to the public (but no photographs were allowed). Cycle World’s Best Superbike, the Superleggera, was also on display, with all of its beautiful, lightweight magnesium and titanium components laid out for closer inspection.

Aftertwo years underthe Volkswagen/Audi umbrella, Ducati has a lot to celebrate. Sales from the first half of the year show a 3-percent increase overthe same period last year,

fueled largely by the success of the new Diavel and refreshed Monsters. Judging by the reaction of those who viewed the Scrambler before it release at Intermot (see page 58), Ducati has hit another one out of the park for 2015. With assembly plants in Thailand and India to serve the Asian market, Ducati’s global popularity continues to grow, prompting the second Asia Ducati Week

scheduled for October in Kuala Lumpur, Malaysia.

Lest you think all this success might prompt Ducati to start cranking out cheap, highvolume bikes, fear not. Accordingto Domenicali, “Audi isn’t interested in remarkable volume growth. Ducati will remain a prestigious brand; everything remains ‘the best.’ ’’

See you at WDW 2016.

Heather McCoy