Italian motorcycle giant Ducati has made it clear that it will not enter the 400cc or affordable bike segment, unlike its rivals. The brand wants to stay focused on premium motorcycles and maintain its strong identity in the global market.
Why Ducati Is Avoiding the 400cc Market
In recent years, several big European manufacturers like Triumph and KTM have introduced 400–500cc bikes to target younger riders and new markets. These affordable models helped them grow their sales in India and other Asian countries.
However, Ducati believes that entering this lower displacement segment will dilute its premium image. The company wants to continue offering motorcycles that represent performance, luxury, and exclusivity.
Scrambler and 698 Mono Models to Attract New Riders
To bring young riders into the Ducati family, the company already has options like the Scrambler range. These bikes are lighter, easier to handle, and appeal to riders who want to start with a Ducati experience without going for extremely high performance bikes.
Additionally, Ducati introduced the 698 Mono, a unique single-cylinder motorcycle designed for new and intermediate riders who want a premium machine but in a manageable package.
Manufacturing Strategy Focused on Global Markets
Ducati operates two manufacturing facilities – one in Italy and another in Thailand.
- The Italian plant focuses on supplying motorcycles to Europe and the US.
- The Thailand plant serves mainly Asian markets, including India.
This global production strategy helps Ducati maintain quality while meeting the demands of different markets without compromising its brand value.
Why This Decision Makes Sense for Ducati
While some may see this as a missed opportunity in growing markets like India, Ducati’s decision aligns with its long-term premium strategy. Unlike KTM or Triumph, Ducati has always been positioned as a luxury performance brand, similar to Ferrari in the car world.
Entering the budget segment could create confusion in its brand identity. Instead, Ducati is working on offering more accessible premium options like the Scrambler rather than cheaper commuter-style motorcycles.
Past Plans with Hero MotoCorp That Didn’t Happen
Around seven years ago, there were talks of a partnership between Ducati and Hero MotoCorp to develop a 300cc platform for India. However, the project never progressed. This also shows Ducati’s careful and selective approach when it comes to entering new segments.
Conclusion
Ducati’s decision to stay away from the 400cc motorcycle market shows its commitment to being a premium brand. While rivals like Triumph and KTM are tapping into mass segments, Ducati is focusing on strengthening its niche appeal. For riders who want the Ducati badge, options like the Scrambler and 698 Mono offer a stylish entry point without compromising on the brand’s core identity.
FAQs
Why is Ducati not making 400cc bikes?
Ducati believes smaller bikes would affect its premium image. It wants to stay focused on high-performance and luxury motorcycles.
Which Ducati models are suitable for beginners?
The Scrambler series and the 698 Mono are designed to attract younger riders who want a more manageable yet premium Ducati experience.
Does Ducati have any partnership with Indian companies?
There were discussions with Hero MotoCorp many years ago, but the project didn’t move forward.
Where are Ducati bikes made?
Ducati bikes are made in Italy and Thailand. Italy handles Europe and the US, while Thailand caters to Asian markets.