2 days ago
Ducati Expands Off the Road to Gain New Buyers
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For 80 years, Ducati has been known as an Italian motorcycle company, part of a post-World War II product evolution toward affordable, practical transportation. In the years since, the brand has evolved to be a performance champion.
For decades, companies including Yamaha, Kawasaki, Suzuki, Honda, KTM and Husqvarna have dominated the dirt bike industry. In 2025, Ducati will evolve its lineup further, entering the dirt bike segment for the first time to compete against them.
Ducati North America CEO Jason Chinnock told Newsweek that the move comes at a pivotal time for the company and off-road motorcycling. "There has been a significant increase in off-road racing both on the professional and amateur levels. Competition is central to Ducati's DNA, and with the new off-road models we will launch over the coming years, supported by both a professional and grassroots racing program, is perfectly aligned," he said.
The move into dirt bikes has been a long time coming. For many Ducati employees, the passion for off-roading started when they were kids. Chinnock reminisced: "For many of us at Ducati, our passion for motorcycling began with riding dirt bikes as it was also the first motorcycling experience for most Americans (as it was for myself). Expanding into off-road is a natural evolution for a brand deeply rooted in two-wheel performance and racing."
A rider jumps with a Ducati Desmo450 MX.
A rider jumps with a Ducati Desmo450 MX.
Ducati
Racing is core to dirt bike brand visibility and marketing efforts, and it is growing in popularity in one of Ducati's key markets, North America. "Off-road motorcycling is experiencing significant global growth, especially in North America. As an example, the new NBC/Peacock live broadcasts of SuperMotocross race events have increased the sport's visibility and reach. With 1.1 million total annual attendees, SuperMotocross connects with a wide and youthful audience. This makes it the ideal time for Ducati to enter the space and engage a new generation of riders as we continue to grow our brand," he said.
Ducati plans to enter the market as a premium dirt bike competitor, positioning that aligns with its other motorcycle offerings. "As the aspirational motorcycling brand, Ducati is uniquely positioned to fulfill that demand with a premium motorcycle with a distinct character, exciting performance and built to our exacting standards—offering top-tier technology off the showroom floor at a competitive price making it accessible to the audience," Chinnock said.
The first dirt bike Ducati will bring to market is the Desmo450 MX. It starts at $11,495 and is intended for use only in closed-course circuits. Production of the model began in late May at the company's Borgo Panigale factory in Bologna, Italy.
The Ducati Desmo450 MX is driven through mud on a closed course.
The Ducati Desmo450 MX is driven through mud on a closed course.
Ducati
"With the Desmo450 starting from a clean sheet, we were able to innovate key components like the chassis, engine, and electronics, leveraging our legacy of performance, innovation, and exclusive technologies," Chinnock explained.
The company utilized its paved track motorcycle learnings to influence the development of the Desmo450. "Our experience winning the last three consecutive years in MotoGP has led to the development of groundbreaking technologies, such as the first off-road closed-loop traction control system, ultimately strengthening rider confidence while riding," he said.
"The Desmo450 motor is also exclusive to off-road motorcycling, which features our signature Desmodromic Valve System. This offers the rider the ability to maximize every gear at the start and through corners, thanks to its particularly favorable power delivery, which combines torque at low and medium revs with impressive over-revving abilities. The frame is a unique aluminum structure characterized by the least possible number of welds, thus hitting the desired targets of lightness, reliability, and rigidity. The result of these innovations is a motorcycle that delivers exceptional performance while remaining highly rideable for a diverse range of riders," Chinnock said.
Ducati intends to imbue each of its off-roading motorcycles with the same level of craftsmanship, precision engineering and attention to detail that the rest of its lineup receives. The Desmo450's "outstanding ergonomics and class-leading power create a motorcycle that is not only incredibly powerful but also intuitive, rideable, and enjoyable on any terrain," the CEO said.
A rider drives the Ducati Desmo450 MX around a closed course.
A rider drives the Ducati Desmo450 MX around a closed course.
Ducati
Ducati has appointed 55 percent of its U.S. dealer network (130 total dealers) as authorized off-road dealers for the Desmo450.
Its Multistrada family was the best-selling motorcycle of 2024 for Ducati, exceeding 13,000 motorcycles delivered. Ducati delivered 54,495 motorcycles worldwide in 2024, with the U.S. accounting for 6,993 of those.
