Ducati's Electric Dreams: A Promise or a Far-Off Mirage?

Alright, let's get something straight. I've been in this game for years - talking about the growl of engines, the purr of a bike, the smooth glide of a boat and the freedom of flying. But as the world plugs in, I've taken a reluctant swerve towards he world of electric. Yep, Ducati's going electric and I have some thoughts. Think of me as your tech-skeptical, jovial uncle trying to understand the youth's fascination with the latest e-toy.

Ducati. Even if you know zilch about bikes, you've heard the name. It's the Italian stallion of the motorcycle world. Twenty-five years ago, they were an underdog. Now, they're standing tall with their chest puffed out. Sales? Blasted past 60,000 units in 2022. Profit growth? Healthy as an Olympic sprinter. But here's the meaty question, in the big e-world, can Ducati retain its crown? CEO Claudio Domenicali and design honcho Andrea Ferraresi spilled the beans, and I'm here to share the jest, with a sprinkle of sarcasm.

First, let's talk about electric tech. Ducati's diving in deep. "We are investing a lot in different technologies…", says Domenicali. Sweet, but the catch? They're testing things that might never make it to the production line. Translation: They're throwing a bunch of electrified spaghetti on the wall, and seeing what sticks. A tad expensive, if you ask me, but hey, it's Ducati's dough.

The big focus is environmental responsibility. They're interested in synthetic fuel. I mean, MotoGP's going to be 100% non-fossil fuel by 2027. Domenicali says, “The risk of standing still is stronger than the risk of trying, if you stand still you will die for sure.” Well, nobody wants to see a dead Ducati, so they better keep pedaling!

But what's the future? Electric or e-fuel? It seems even Ducati's torn. Cars can easily handle electric tech. But for bikes? It’s like putting a square peg in a round hole. Make it too heavy, and you might as well take a bicycle out. Domenicali's personal take is interesting. City-oriented bikes? Go electric. But for high-performance, emotional bikes, the fight between electric, hydrogen, and e-fuel is on. Imagine Batman deciding whether to use a Batmobile, a Batcopter, or a Batbike. Choices, choices!

Now, what about design? Ferraresi acknowledges challenges. Ducati's engine and exhaust are iconic. Lose that, and what's left? A pretty shell? But there’s potential for innovation. Imagine a bike adjustable to you! You, my friend, could be riding a bike tailored to your derrière. Who wouldn’t want that?

So, what's the deal then? Ducati's charging ahead, but with caution. They're testing the waters, understanding the dynamics, and trying not to sink. My advice? Hold on tight; it's going to be a fun ride.