Ducati - A brief history

In 1926, Adriano and Marcello Ducati founded a company that specialised not in motorcycles, but the production of radio components. During the war years, they turned their attention toward electronic military equipment. This move made their factory a target for allied bombing, but despite frequent, serious damage, they managed to remain in production. In 1950, Ducati launched their first motorcycle, which was based on the already well established Cucciolo engine. This power unit, designed by Aldo Farinelli, was originally created as a strap on motor for push bikes. By the time Ducati adopted it, 200,000 units had been produced. This first creation by Ducati was capable of 40mph and 200 mpg and weighed in at 98 pounds. These bikes were badged as 55M or 65TL.

Post-war economic growth put more money in Italians’ pockets and with it the need for something more sophisticated, so at the Milan Show of 1952, the company introduced the 65TS and the cruiser, which was the first four-stroke scooter in the world. Unfortunately, the public didn’t embrace the idea as Ducati had hoped, and the model was withdrawn the following year with sales barely reaching the 2,000 mark. At this time, Ducati were still making electronic equipment, so the decision was made to split the company and Ducati Elettronica SpA was created under separate management.

Ducati Meccanica SpA, led by Dr Guiseppe Montano, became the motorcycle manufacturing company that we know today, and by 1954 were turning out 120 units per day as the factory was modernized with government aid. Although Montano was appointed by the government, he was a genuine motorcycle lover and realised the potential of racing to induce customers to buy his machines. By 1956, the Desmo Ducati 125 won its first race in Sweden. The Grand Prix at Hedemora saw the Ducati lap every other motorcycle. Sadly, the man who achieved this feat, Gianni Degli Antoni, died during practice for the following race. This unfortunate accident hit Ducati hard, and it wasn’t until 1958 that they could once again challenge MV Agusta.

As the 50’s drew to a close, the Berliner Brothers picked up the American franchise and pushed Ducati to the forefront in the USA. With no little flair, they began punching above their weight and mounted a serious challenge to the wave of Japanese machines that were coming into the country. At this time, the company was also enjoying success in other export markets as well as at home. In the mid sixties, Ducati became the Italian outlet of Standard-Triumph cars and Leyland vans and trucks. It seemed as if they could do no wrong, but the American market was about to give them a reminder of the fragility of success. Ducati insisted on pushing their 50cc two-strokes on the American public. Although these machines had accrued many sales in Italy, the contrary was true of the USA, as the nation snubbed what were in fact very good machines. Rather than heed the warning, the company pressed ahead and created a 100cc two-stroke, when they really should have been developing their much loved sporting four-strokes. Berliner suffered to such an extent, that they refused one shipment of bikes because they didn’t have the money to pay them, even if they could have sold them in the States.

As Ducati struggled to compete with the mass produced Japanese motorcycles, the future looked gloomy, but once again they turned to their racing roots, creating 750’s which took first and second places at Imola in 1972. A major coup for the company was the securing of the services of rider, Paul Smart, who was at that time racing for Kawasaki. The story goes that he wasn’t at home when the call came, but the financial lure was so strong that his wife accepted the offer on his behalf. Success at Imola sparked the beginning of the love affair between big racing bikes and Ducati.

Today, Ducati riders are some of the most loyal when it comes to brand allegiance. Their reward is to be the owner of one of one most strikingly beautiful machines available. The company has achieved success by following its racing roots. At the company’s headquarters, you can visit the museum and re-live over 50 years of racing history.
Article:Alan Liptrot:Ezine

Check Out the latest in Ducati Merchandise right here!

What makes Ducati Motorbikes so desireable?

Ducati Motorbikes are not your average motorcycles. They are high-performance machines. Riding one of these bikes gives a similar feeling children get on Christmas day. There are four key reasons why I think these bikes are just so desirable. Well five, one being the Italian’s passion, but we won’t really be getting into that here.

The four key reasons of desire are easy to point out.

1. Speed:

Simply by looking at a “Duc” many people would guess they’re fast. There’s no denying that there’s thrill-takers out there. Many of these people want the fastest car or motorcycle on the planet. That’s just about what you’re going to get with a Ducati. The truth is unless you’re stunt devil on a closed course, you will never reach the full speed of a newer Ducati on the street (hopefully). These bikes will smoke anything on four wheels out of the water. It’s been said that the Ducati 1098 has a zero to sixty miles per hour time of under three seconds! Let’s also make a key-point that they have air-cooled engines to cool them down.

2. Style / Design:

These bikes are extremely unique because they are designed and not “decorated”. I believe they are the most stylish bikes you can buy. They bring the high-performance engine to life in the design of the bike as well. These bikes can last a life-time and more from the inside and out. Like Ducati says themselves, “Engineered by the stopwatch. Designed by the race track”

3. Proven Racing Success:

Ducati has a long history with racing, they like to win and have MANY titles to back them up. Let’s start with a title in 2007 at the MotoGP World Championship. How about thirteen coveted titles at the Superbike World Championship (SBK) ranging from 1990-2008. Four of those were won riding on a Ducati 916. That’s not all ladies & gentlemen, eight titles at the British Superbike Championship, and two at the AMA Superbike Championship! These bikes obviously can race and the track results are there to prove it.

4. Enthusiasts groups:

A very smart thing Ducati has focused on since the 1990’s is marketing. They have put together many things in connecting with branding efforts. This would include online communities and local enthusiast groups across the world which offer exclusive Ducati insurance. Here are some numbers based on groups: 400 Ducati clubs worldwide, 20,000 registered users of the Ducati Owners Club web site and 17,000 subscribers to the racing web site. People have their eyes on upcoming models and many purchase them on release day. If you haven’t gotten the chance to see one in action let alone ride one, it’s highly recommended!
Article:Katrina Wagner:Ezine