In the eyes of motorcycle enthusiasts, the lives of motojournalists may appear to be wholly enviable. Perhaps one day in a future Duke’s Den I’ll submit a cranky soliloquy about the ways the job is taxing, but that’s not how I’m currently feeling. After all, how down on your luck could you feel after riding a scintillating Italian naked sportbike in the south of France?
As noted in my review of Ducati’s nicely updated Monster 1200S, the mountains above Monaco are stitched with twisting roads that are an asphalt playground for a high-end streetfighter like the big Monster. So, on the roads and the bike alone, that’s one hell of a trip that any moto-enthusiast would tip their Shoei toward.
Trips like these are often wonderful escapes to exotic lands and usually on enticing motorbikes, which is more than enough to make them valuable. Indeed, these are the perks of the job that keep motojournos pounding keyboard buttons rather than furrowing more lucrative pastures.
More than that, though, are the people with which you get to mingle. As much as we enjoy blagging on our competition at other publications, the editors on the wrong teams are mostly bright, funny and engaging, and we naturally share many common interests. I’d like to call out a few of my favorite cohorts, but, like most artists, they have fragile egos that annoyingly can be overinflated with a kind word. So, screw those guys!
Also playing a part of the motorcycle product launches are representatives from the manufacturer hosting the event. Sometimes they don’t speak English well or they may not be very social, but many times they are totally devoted gearheads just like we are and who love talking about machines and why people love them so deeply. And getting access to the brains behind the bikes can provide great insight into the philosophies behind the product being presented.
One of those good guys is Stefano Tarabusi, Product Manager for Ducati’s Monster line. I was lucky enough to sit across from him during dinner in Monte Carlo. I don’t recall meeting him before, but our paths actually crossed 15 years earlier when I attended my first international press introduction at Cicuito de Almeria in southern Spain. I was there to ride the 2003 Ducati 749S, and Tarabusi was there because he was a main part of Ducati’s R&D team that developed the Testastretta engine family.
Tarabusi left Ducati after nearly 10 years to earn his master’s degree in design management and work for a few other companies, including Ferrari. He returned to Bologna in 2015 to helm two important model lines: Monster and Diavel. The Diavel and its recently introduced stablemate, the XDiavel, are odd Ducs for a brand with a rich racing pedigree, but they are important additions to the brand from Borgo Panigale.
The original Diavel defied Ducati convention by skewing toward the cruiser market, and its showroom performance also ran counter to typical expectations. Rather than sales dropping off after the first year or two, as is typical for new bikes, Tarabusi says the Diavel has been enjoying consistent sales since its 2011 introduction.
Meanwhile, the Diavel may have broken ground for the more cruiser-oriented XDiavel introduced earlier this year. The feet-forward, belt-driven, big-motored XDiavel is currently outselling the original version by a two-to-one margin. Interestingly, at least 85% of XDiavel sales are the spendier S versions rather than the base model. The upmarket S models in the Multistrada family are also judged by consumers to be worth the extra money, earning a 75% share of that line.
Tarabusi reports that many riders have been asking for mid-mount pegs for the X. Based on this little nugget, I might speculate that we may one day see a variant of the XDiavel in a slightly sportier focus, although that’s solely my conjecture and not info gleaned from Ducati.
In terms of sales volume, Tarabusi’s Monster and Diavel lines lie third and fourth in Ducati’s quintet of families. At the top of the V-Twin heap is the retro-styled and hipster-intended Scrambler, which outsells the Multistrada line. Incredibly, the average age of a Scrambler owner was a surprisingly elderly 47 years near the beginning of the bike’s production run, which runs completely counter to Ducati’s intention of appealing to youthful riders. However, as more people are learning about the bike, the average age of Scrambler buyers is now skewing much younger.
Ducati’s Monster line is is getting a nice shot in the arm for 2017, first with the Monster 1200 and then by the upcoming Monster 797, which brings a welcome return of an air-cooled motor to the Monster family. The Monsters currently outsell the Diavels by about 25%.
With the power of deduction, you may have been able to divine that the supersport family sells in smallest numbers for Ducati. To be fair, Tarabusi eventually questioned his statement that the Diavel line barely outsells the supersports, but they at least are closely matched. This was a bit of a mind-blower for me, as it’s the Panigales that tend to make the biggest splash for attention from Ducati.
Here’s a trio of other tidbits learned from Tarabusi:
Yeah, there isn’t a better part of being a motojournalist than being given the opportunity to ride intriguing new bikes before nearly anyone else in the world. But getting the chance to hang with molto-cool guys like Tarabusi who invent and design machines that thousands of riders love and adore is an extraordinary perquisite. I hope you enjoyed joining us for dinner, virtually.
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