Ducati CEO Claudio Domenicali on the Future of the brand

In a short but packed conversation during Ducati's 2026 World Première, Poky from 1000PS sat down with Ducati CEO Claudio Domenicali to talk about the brand's direction, racing technology, and how Ducati plans to balance exclusivity with accessibility. Domenicali shared insights on MotoGP's new rules, the 450 cc single-cylinder platform, and what still makes a Ducati key on the table a statement.

Poky, 1000PS: Claudio, thank you for taking the time. Let's start with the Ducati World Première 2026. The presentation shows a clear trend—lighter bikes, deeper racing DNA, and still broader accessibility. Where is the true entry point into Ducati right now?

Claudio Domenicali, CEO Ducati: I would say the Monster. It's a fantastic entry door into the brand. The new generation is completely updated but still very much a Monster in its design and character. What I love is how loyal it remains to the original idea while being technologically advanced and extremely light. Thanks to the new V2 engine—only 54 kilograms—the overall weight is very low. Combined with a road-oriented suspension setup, it's a very competent motorcycle. So even as an entry to Ducati, it's still sporty and full of character.

Poky: You launch new models every year. How do you maintain exclusivity when models change so quickly? For example, if I buy a 2024 model, will it feel outdated in two years?

Domenicali: I wouldn't say so. We work hard to evolve design without disrupting it. None of our previous-generation bikes feel old—every Panigale is clearly a Panigale, every Monster a Monster. We just update the technology. Sometimes it's a dashboard or electronic feature; this time the Monster changed because of the new engine. But we don't replace them that often. This engine, for example, will stay for many years.

Poky: Let's talk about racing. Ducati is more successful than ever in MotoGP. How do you view the new regulations coming in 2026 and 2027?

Domenicali: It's a restart. The bikes will be simpler—fewer possibilities to innovate around devices and aerodynamics. Ride-height systems are banned, and aero packages will be less prominent. So the bikes will be closer to superbikes, less distant from production machines. It's interesting because Ducati originally introduced much of this technology to MotoGP—ride-height devices, aero wings, all that. Now the rules prevent us from continuing that kind of development. It's a bit of a pity because once we learn something on the track, we can bring it to production. Today, aerodynamics are standard on our street bikes, and ride-height technology could have followed the same path.

Poky: So there were even plans for a ride-height device on the Panigale V4 R?

Domenicali: It's not something we could exclude. It's more complicated to adapt, but it's certainly an interesting feature. Now, with the simpler rules, everyone starts from scratch again. We'll see who interprets the new framework best.

Poky: Will the next-generation MotoGP bikes be even closer to the Panigale?

Domenicali: Yes, the connection will remain strong. A MotoGP bike will be less distant from a track-tuned Panigale. If you take a Panigale R today, fit the full racing exhaust, you already exceed 240 horsepower. So in the new format, MotoGP performance will come closer to that. At some point, production bikes will approach MotoGP levels for amateur riders—that's where development is leading.

Poky: Speaking of platforms—you have the V4 and V2 engines powering many models. In contrast, the 450 cc single currently appears only in the MX range. Should we expect more street models with that engine, or is it pure off-road for now?

Domenicali: For now, it's purely off-road. But it's a very interesting engine. We wouldn't exclude using it for other concepts in the future. It's been designed to be robust and long-lasting, so it gives us possibilities later on.

Poky: Did you think about a Rally variante or even something to race the Dakar?

Domenicali: We have thought about Dakar, yes—but at the moment, it's off the radar. We want to take one step at a time. First we'll consolidate our presence in motocross and enduro, which already requires major effort.

Poky: Let's move to MotoE and electrification. How would you define the Ducati character in an electric motorcycle? Is it about sound, throttle feel—how do you keep that connection?

Domenicali: It's not an easy task. We learned a lot from MotoE development, but there's still a long way to go before a full-electric Ducati can match combustion performance and character. Different studies are ongoing, and when we eventually present an electric bike, it will have to be a real Ducati—not just an electric motorcycle with our logo.

Poky: Looking ahead—your market outlook for 2026 and 2027. We saw a slowdown in 2025. Where do you see growth and where do you see risks?

Domenicali: The market will be challenging everywhere. Honestly, I see more risks than opportunities. It will be crucial to have an up-to-date product range, a strong brand image, and continuous racing success. Ducati's combination of long heritage—over 100 years—cutting-edge technology, and racing results gives us a unique position. Some brands have good products but no heritage, others race well but lack strong sport bikes. Ducati combines all of that. So even if the market becomes tough, we remain optimistic.

Poky: You mentioned younger riders. The Monster is one entry to the Ducati world, but with the Scrambler and the Hypermotard there are other ways in, right?

Domenicali: Yes, absolutely. The Scrambler is a proper entry too, but it's part of a different world. Ducati is about performance; Scrambler is more lifestyle. I like to say Ducati is the red world, Scrambler is the yellow world. Then there's the Hypermotard, which offers another entry point—better suited for younger, more hooligan-style riders—while the Monster is a more classic Ducati choice. So yes, there are two clear ways to start your Ducati journey.

Poky: Many European manufacturers now produce smaller bikes in India or China. Is there room for a more entry-level Ducati below that range?

Domenicali: No. We don't want to do that. We want to keep Ducati distinctive. Precisely because other brands are going in that direction, we choose not to. When you put a Ducati key on the table, it means something. Every strategy can be right if the brand and product align, but our path is clear: to stay exclusive. Choosing a Ducati says something about you—it shows you understand materials, suspension, performance, and design. That's why we avoid the small-bike battlefield. We'd rather stay focused on what makes Ducati different.

Poky: As it gets harder to reach young riders, how important are physical events—like World Ducati Week or festivals such as Newchurch Summit—compared to digital outreach?

Domenicali: They're very important. Digital marketing matters, but physical meetings are just as vital. Ducati is not only about the product—it's about the community, the experience of being together. Events like WDW or races are part of what defines Ducati. Riding, meeting, sharing—that's what makes it special. Physical events will always be an essential part of our strategy.

Poky: Thank you very much for your time.

Domenicali: My pleasure. Thank you.