Ducati

What Ducati does

Ducati Motor Holding S.p.A. is an Italian premium motorcycle manufacturer founded in 1926 and headquartered in Borgo Panigale, Bologna. The company operates as a wholly-owned subsidiary of Audi AG (Volkswagen Group), which acquired it in 2012/2016 (effective 2016 integration). Ducati designs, engineers, manufactures, and distributes a comprehensive portfolio of premium motorcycles across multiple segments: superbikes (Panigale V4 family), nakeds (Streetfighter, Monster), adventure touring (Multistrada V4 family), adventure (DesertX), muscle roadsters and cruisers (Diavel, XDiavel), supermoto (Hypermotard), heritage (Formula 73), the Scrambler sub-brand, and - as of 2026 - off-road and enduro models (Desmo250 MX, Desmo450 MX, Desmo450 EDS, Desmo450 SM prototype), plus a Ducati-branded e-bike line developed with THOK E-Bikes. Core proprietary technology centers on desmodromic valve actuation (mechanical cam-actuated valve closure rather than spring return), the V4 Granturismo powerplant (1,158cc, ~168-228 hp depending on tune), the Front Frame chassis architecture that uses the engine as a load-bearing element, dual front-and-rear radar safety systems, carbon fiber monocoque construction, and MotoGP-derived aerodynamics (corner sidepods on the 2025 Panigale V4 R).

Ducati generated approximately €1 billion in revenue on roughly 55,000 motorcycles sold in 2024, with MSRPs spanning from $8,995 (Scrambler Icon Dark) through $39,995 (Diavel V4 RS) to $165,000-$250,000 for the limited Superleggera V4 Centenario. Revenue is diversified across core motorcycle sales, branded apparel and accessories, licensing and collaboration income (Bulgari, LEGO Technic, Carrera, Supreme, Italpreziosi, Nespresso, Gerald Charles, Lamborghini collaboration limited editions), and racing sponsorship (Philip Morris International ZYN, Lenovo). The go-to-market is a global authorized dealer network of more than 800 service points supported by an online configurator, Ducati Premier Financing, and rider-academy experiences (DRE Racetrack, DRE Adventure). Customer segments include premium motorcycle enthusiasts, professional racing teams (MotoGP factory plus VR46 and Gresini satellite squads, WorldSBK Aruba.it Racing), adventure tourers, off-road riders, urban lifestyle riders, and collector / heritage buyers of limited-edition models.

The racing program - MotoGP (factory Ducati Lenovo Team plus satellite teams VR46 and Gresini) and WorldSBK (Aruba.it Racing-Ducati) - functions simultaneously as technology development platform and brand marketing engine. Documented achievements include the 22nd WorldSBK Manufacturers' Championship (2026), record 95% MotoGP win rate in 2024, 88 consecutive podium finishes, and being the first manufacturer to simultaneously hold MotoGP and WorldSBK Riders' and Constructors' titles (2022, 2023). The company is currently navigating a centenary year (2026), an off-road segment expansion, a key rider lineup transition (Marc Marquez extension through 2028, Pedro Acosta joining in 2027, Francesco Bagnaia departing to Aprilia), and a possible Volkswagen Group divestiture consideration.

Name

Ducati

Legal name

Ducati Motor Holding S.p.A. – A Sole Shareholder Company – A Company subject to the Management and Coordination activities of AUDI AG

Website

https://ducati.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

1–10 employees

Short description

Ducati is an Italian premium motorcycle manufacturer founded in 1926 and owned by Audi AG, producing superbikes (Panigale), nakeds, adventure tourers, cruisers, Scrambler sub-brand models, e-bikes, and a new off-road line. It distributes globally through 800+ authorized dealer service points and supports factory MotoGP and WorldSBK racing programs.

Ownership category

akta.pro rank

Product category

Premium Motorcycle Manufacturing

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Dirt Bike / Motocross / Enduro Motorcycle Manufacturing (IMACAEAH)

akta.pro secondary industries

Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG)

Keywords

• Premium motorcycle manufacturing
• Italian superbike engineering
• Desmodromic valve technology
• Adventure touring motorcycles
• Motorcycle racing series

Headquarters

HQ city

Bologna

HQ country

Italy

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Motorcycle Sales: Primary revenue from selling premium motorcycles across multiple segments including superbikes (Panigale), nakeds (Streetfighter), adventure (Multistrada), cruiser (Diavel, XDiavel), naked (Monster), Hypermotard, Scrambler, off-road (DesertX, Desmo450 MX), and e-bikes.
2. Merchandise and Apparel: Ducati sells branded apparel including motorcycle wear, casual wear, helmets, gloves, and accessories through dealerships and online channels.
3. Licensing and Collaborations: Ducati generates licensing revenue through brand collaborations including Bulgari watches, Supreme apparel, LEGO Technic sets, Carrera sunglasses, Italpreziosi bullion, and Nespresso machines for centenary celebrations.
4. Racing Sponsorships: Ducati participates in MotoGP and WorldSBK championships, with sponsorship from Philip Morris International (ZYN nicotine pouches), Lenovo, and other partners. Racing serves as technology development platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Ducati designs, manufactures, and sells premium Italian motorcycles across segments including superbike (Panigale), naked (Streetfighter, Monster), adventure (Multistrada, DesertX), cruiser (XDiavel, Diavel), supermoto (Hypermotard), heritage (Formula 73, Scrambler Ducati sub-brand), and off-road/motocross (Desmo MX / EDS / EDX / SM). The company distributes through a global authorized dealer network with online configurators, supplemented by branded apparel, licensing and brand collaborations, professional rider training via the DRE academy, racing operations in MotoGP and WorldSBK, and connected owner apps.

Product overview

Ducati is an Italian luxury motorcycle manufacturer founded in 1926 and owned by Volkswagen Group, celebrating its centenary in 2026. The company's product portfolio encompasses multiple motorcycle families: DesertX (adventure), Diavel (muscle-roadster), XDiavel (cruiser), Hypermotard (sport), Monster (naked sport), Streetfighter (naked sport), Panigale (supersport/superbike), Multistrada (adventure touring), and Off Road (motocross/enduro) models. The lineup includes the Superleggera V4 Centenario as the flagship limited-edition at $165,000+, along with special collaboration models with Lamborghini, Bentley, Supreme, Bulgari, and others. Ducati also produces Scrambler sub-brand motorcycles (Icon, Icon Dark, Full Throttle, Nightshift), the heritage-inspired Formula 73, and e-bikes (Powerstage RR, FUTA, MIG-S, TK-01RR). For 2026, Ducati has expanded into new segments with the Desmo250 MX entry-level motocross bike, Desmo450 SM Supermoto prototype, and Desmo450 EDS enduro motorcycle. The racing program includes MotoGP (Desmosedici GP) and WorldSBK (Panigale V4 R) efforts, while the company supports owners through MyDucati and Ducati Link apps, and the DRE riding academy program.

Differentiator

Problem solved

Functional benefit

Brands

• Scrambler: A sub-brand focused on entry-level motorcycles and lifestyle, positioned as 'the land of joy' with its own distinct identity and product line.

Products and services

• DesertX Adventure Family (DesertX V2, DesertX, DesertX Rally, DesertX Discovery) Adventure motorcycle family including the 2026 DesertX V2 with 890cc Ducati V2 twin and variable intake valve timing, the 937cc Testastretta 11° desmodromic DesertX, the race-wilder DesertX Rally with KYB 48mm closed-cartridge fork and 250mm suspension travel, and the DesertX Discovery – designed for off-road exploration with 21-inch front and 18-inch rear spoked wheels and comprehensive electronics.
• Diavel Family (Diavel V4, Diavel V4 RS) Muscle-roadster motorcycle family led by the V4 Granturismo 1,158cc engine producing 168 hp (Diavel V4 from $27,995) and the new performance-focused Diavel V4 RS producing 182 hp at 485 lbs wet weight and upgraded suspension and brakes.
• XDiavel V4 Cruiser Cruiser-style motorcycle powered by V4 Granturismo engine with forward-set controls, relaxed ergonomics, dark aesthetic design and $28,995 starting price.
• Hypermotard Family (698 Mono, 698 Mono Nera, V2, V2 SP) Supermoto-style high-revving motorcycle family including the single-cylinder 659cc Superquadro Mono producing 77.5 hp, the track-focused Hypermotard 698 Mono Nera with Termignoni silencers, and the V2 family with 1,033cc V-twin producing 120.4 hp plus the higher-spec V2 SP with Öhlins suspension.
• Monster Family (Monster, Monster SP) Iconic naked sport motorcycle featuring 937cc Testastretta 11° engine producing 111 hp with minimalist design and strong power-to-weight ratio, plus the Monster SP performance variant with upgraded suspension, brakes and lightweight components.
• Streetfighter Family (Streetfighter V2, Streetfighter V4, Streetfighter V4 S) Naked sportbike family including the Streetfighter V2 (1,103cc V-twin, 120 hp based on Panigale V2 architecture), the Streetfighter V4 with 1,103cc Desmosedici Stradale V4 producing 205 hp, and the premium Streetfighter V4 S with Öhlins electronic suspension at 417 lbs wet weight.
• Panigale Superbike Family (Panigale V2, V2 S, V4, V4 S, V4 R) Flagship superbike family from the supersport Panigale V2 (955cc Superquadro, 155 hp) through the Panigale V4 with 1,103cc Desmosedici Stradale V4 producing 216 hp derived directly from MotoGP, the premium V4 S with Öhlins electronic suspension, and the WorldSBK-homologated V4 R with MotoGP-derived corner sidepods and carbon fiber components.
• Multistrada Adventure Touring Family (V2, V4, V4 S, V4 Rally, V4 RS, V4 Pikes Peak) Premium adventure touring motorcycle family featuring the 890cc V2 (115 hp), the 1,158cc V4 Granturismo (170 hp) with adaptive cruise control and integrated front-and-rear radar systems, the Multistrada V4 S with semi-active Sachs suspension, the long-range Multistrada V4 Rally at 529 lbs, the sport-oriented V4 RS at 180 hp with Öhlins suspension, and the hill-climb-inspired V4 Pikes Peak with single-sided swingarm and carbon fiber components.
• Scrambler Ducati Sub-Brand Family (Icon, Icon Dark, Full Throttle, Nightshift) Scrambler Ducati sub-brand lifestyle motorcycles featuring 803cc air-cooled V-twin engine producing 73 hp, marketed as 'the land of joy'. Includes the Scrambler Icon ($8,995 starting), the blacked-out Icon Dark, the track-inspired Full Throttle, and the café racer-inspired Nightshift with flat handlebars.
• Off-Road Family (Desmo450 MX Factory, Desmo450 MX, Desmo250 MX, Desmo450 EDS, Desmo450 EDX, Desmo450 SM) Ducati's off-road motorcycle lineup featuring single-cylinder desmodromic engines, including the Desmo450 MX Factory (449cc, 63.5 hp, 229 lbs competition motocross), the Desmo450 MX (39.5 lb-ft torque, 231 lbs), the new entry-level Desmo250 MX (249cc, 44.5 hp), the first purpose-built enduro Desmo450 EDS (450cc with highway-legal configuration), the Desmo450 EDX (236 lbs adventure enduro), and the first-ever supermoto prototype Desmo450 SM.
• Formula 73 Heritage Motorcycle Heritage-inspired motorcycle featuring 803cc air-cooled V-twin engine producing 73 hp and 48 lb-ft torque at 403 lbs, with design inspired by 1970s Ducati heritage.
• E-Bike Range (Powerstage RR, FUTA, MIG-S, TK-01RR) Premium Ducati-branded e-bikes developed in partnership with THOK E-Bikes, including the Powerstage RR high-performance e-MTB ($11,990), the FUTA lightweight e-road bike ($8,295), the MIG-S trail/mountain e-bike ($5,995), and the TK-01RR high-performance e-MTB ($8,295 / Limited Edition $10,995).
• Superleggera V4 Centenario Limited Edition Flagship Most extreme street-legal motorcycle ever built by Ducati, featuring a full carbon fiber chassis, 1,103cc engine producing 228 hp (247 hp with racing exhaust), weighing just 381 lbs. Limited to 500 standard units and 100 Tricolore variants, priced from $165,000, equipped with the Brembo Hyction carbon ceramic braking system.
• Panigale V4 Lamborghini Limited Edition Limited edition collaboration with Lamborghini featuring extensive carbon fiber components, 1,103cc V4 engine producing 218.5 hp, and design inspired by the Lamborghini Revuelto hybrid supercar. Only 630 numbered units produced globally at $78,400, with a Speciale Clienti edition limited to 63 units reserved for Lamborghini supercar owners.
• Diavel for Bentley Limited Edition Collaboration limited edition with Bentley featuring exclusive design elements, 1,158cc V4 engine, and luxury finish, starting at $70,000.
• Collezione 100 Centenary Collection Centenary collection comprising ten limited-edition motorcycles each with 100 numbered units, featuring heritage liveries referencing historically significant models from Ducati's racing and design history, released to celebrate the brand's 100th anniversary.
• Ducati Unica Bespoke Customization Program Ultimate customization program allowing customers to design and build their own exclusive and unique motorcycles with bespoke specifications from a curated set of Ducati's premium models.
• DRE – Ducati Riding Experience Professional Ducati rider training program offering courses from beginner to advanced levels, including DRE Racetrack (track days), DRE Adventure (adventure training), and racing school programs at major circuits including Buddh International Circuit in India.
• MyDucati Owner App (with Ducati Link, Ducati Connect, X-Link) Official Ducati owner smartphone app suite including MyDucati (digital documents, service scheduling, ownership management), Ducati Link (smartphone connectivity and ride tracking), Ducati Connect (mirroring/navigation/media for road models), and X-Link (off-road trail tracking and ride data management for enduro models).
• Scrambler 100 Centenary Limited Edition (within Collezione 100) Limited edition centenary variant of the Scrambler as part of the Collezione 100 collection, featuring heritage-inspired livery referencing the Scrambler heritage.

Quantifiable outcome

• 95% win rate in MotoGP 2024 (19 wins from 20 races)
• +4 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Nine partnerships are on record, tiered core, minor and flagship.

• VR46 Racing TeamcoreStrategic or Co-development Partner · 3 July 2026Ducati extended partnership with Valentino Rossi's VR46 team for three years through 2029 MotoGP season, securing six bikes on the grid under Factory Supported Team arrangement. Fabio di Giannantonio rides for VR46. Partnership provides Ducati with satellite team presence while supporting VR46's championship ambitions.
• Gresini RacingcoreStrategic or Co-development Partner · 3 July 2026Ducati extended partnership with Gresini Racing for three years through 2029, securing satellite team presence with riders including Alex Marquez and Joan Mir. Deal ensures six Ducati bikes on MotoGP grid as Factory Supported Team arrangement following Pramac's departure to Yamaha.
• ItalpreziosiminorGTM or Marketing Partner · 3 July 2026Italpreziosi collaboration celebrating Ducati's 100th anniversary creating exclusive gold and silver bullion collection for World Ducati Week 2026. Limited edition includes 500 ten-gram silver bars, five-gram gold bars, and one-ounce gold bars with exclusive centenary designs.
• Philip Morris InternationalflagshipStrategic or Co-development Partner · 23 April 2026PMI expanded partnership with Ducati Corse for 2026 MotoGP season and beyond, introducing ZYN nicotine pouch branding on racing motorcycles at select events. Partnership dating back to 2003 when Ducati entered MotoGP, representing PMI's shift toward smoke-free products. Strategic alliance valued for brand exposure to adult consumers in motorsport setting.
• LamborghiniflagshipStrategic or Co-development Partner · 7 April 2025Collaboration produced Panigale V4 Lamborghini limited edition motorcycle inspired by Lamborghini Revuelto hybrid supercar. Only 630 numbered units produced globally with extensive carbon fiber components and exclusive design elements. Speciale Clienti edition limited to 63 units reserved for Lamborghini supercar owners. Third collaboration between Italian brands.
• BrembocoreTechnology or IntegrationBrembo supplies braking systems across Ducati model range including the revolutionary Brembo Hyction carbon ceramic braking system on Superleggera V4 Centenario, developed with MotoGP-derived technology.
• PirellicoreTechnology or IntegrationPirelli becomes sole tire supplier for MotoGP from 2027, replacing Michelin. Already supplies Diablo Rosso III tires for Diavel V4 and Scorpion Rally STR for DesertX. Multiple tire compounds tested at Brno for 850cc era.
• ShellcoreTechnology or IntegrationShell provides fuel partnership for MotoGP operations, including development of sustainable fuel for 2027 regulations when 100% sustainable fuel becomes mandatory.
• LenovoflagshipStrategic or Co-development PartnerLenovo serves as title sponsor of factory Ducati Lenovo Team in MotoGP, providing technology solutions for racing operations and data analytics.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• BMW Motorrad: BMW Group's premium motorcycle division with parallel sport, adventure (GS), touring, and heritage families. Comparable premium pricing, dealer-driven distribution, and racing heritage make it the most directly competitive peer in global premium motorcycle markets.
• Triumph Motorcycles: British premium motorcycle manufacturer directly comparable to Ducati across sport, adventure, and modern-classic segments. Recently acquired by Bajaj Auto to accelerate global expansion, making it the closest European premium two-wheeler peer in positioning and price band.
• KTM: Austrian premium motorcycle manufacturer with strong off-road DNA that competes directly with Ducati's expanding Desmo450 MX, Desmo250 MX, and enduro range, alongside the sport/supersport segment. Both share a PIERER Mobility-adjacent ownership ecosystem context.
• MV Agusta: Italian premium sport and naked motorcycle manufacturer and the closest cultural analogue to Ducati. Both compete in the Italian high-performance superbike segment with similar pricing and limited-production exclusivity; MV Agusta is now owned by Pierer Industrie.
• Aprilia: Italian premium motorcycle manufacturer under Piaggio Group and a direct Italian sportbike peer. The Aprilia Racing team signed Bagnaia starting 2027, making it both a product-line and MotoGP competitor to Ducati in adjacent premium segments.
• Indian Motorcycle: American premium motorcycle brand owned by Polaris Inc., competing with Ducati in cruiser, bagger, and premium segments. Comparable premium positioning, heritage-driven branding, and dealer-network distribution model.

Emerging players

• Royal Enfield: Indian motorcycle manufacturer owned by Eicher Motors, rapidly expanding from classic motorcycles into premium and modern segments. Emerging competitive threat in developing markets including India, where Ducati is also building dealership presence.

Broad incumbents

• Harley-Davidson: Iconic American motorcycle manufacturer with a broader portfolio spanning cruisers, touring, and the LiveWire electric sub-brand. Larger mass-market incumbent with similar premium/brand-loyalty positioning but a different segment focus.
• Yamaha Motor: Japanese global motorcycle and powersports manufacturer and a key MotoGP rival. Competes with Ducati across sport, adventure, and off-road segments with vastly larger volume scale; relevant for benchmarking Ducati's premium niche against mass-market incumbents.
• Honda Motor: World's largest motorcycle manufacturer and Ducati's largest rival in global motorcycle volumes. Indirect competitor across most segments and the dominant MotoGP works competitor; relevant for benchmarking scale, dealer reach, and platform economics.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ducatimotor
• YouTubeyoutube.com/ducati
• Facebookfacebook.com/Ducati
• LinkedInlinkedin.com/company/ducati-motor-holding
• Instagraminstagram.com/ducatiusa
• TikToktiktok.com/@ducati

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ducati