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focus on perfecting the current The rising popularity of adventure
with a 698 Mono variant.
models rather than venturing into touring bikes, naked bikes, and
Ducati's Philosophy on
smaller or less differentiated superbikes has also shifted the
Product Expansion
versions. focus of many manufacturers.
Ducati has always been selective Ducati, for instance, has made
about the products it introduces and M a r k e t R e a l i t i e s a n d significant strides in the adventure
how it expands its lineup. The and touring market with the
company is well-known for its high Consumer Demand Multistrada range, and this may
standards when it comes to both Ducati's decision not to pursue an have contributed to the decision to
performance and design, and this expansion for the Hypermotard invest more in models with a
philosophy is reflected in its 698 Mono also stems from a broader, more global appeal.
cautious approach to new releases. nuanced understanding of the Hypermotard 698 Mono:
Unlike other brands that might motorcycle market. Motorcycle
quickly add variants to their enthusiasts today are more What Could Have Been?
models in response to market discerning than ever before. As The Hypermotard 698 Mono, had it
demands, Ducati prefers to riders become more experienced been introduced, would have been
carefully assess whether a new and knowledgeable, they expect an intriguing addition to the Ducati
model aligns with its broader brand motorcycles that offer not only family. With a smaller engine size
identity and long-term objectives. performance but also practicality, and a more approachable power
comfort, and technology. The output, it could have catered to
One major factor in Ducati's
decision-making process is the motorcycle market has also seen a riders who wanted a Ducati but
desire to avoid overexpanding its shift toward more versatile were perhaps deterred by the more
lineup, which could dilute the machines that can cater to a wider powerful, and therefore more
brand's unique positioning in the range of riding styles and expensive, larger Hypermotard
market. Ducati has always prided preferences. models. The 698 Mono could have
itself on producing motorcycles While there may be demand for a also attracted newer riders, those
that are at the cutting edge of smaller and more affordable looking for an affordable, high-
performance and technology, and version of the Hypermotard, performance bike to grow with, all
the brand's exclusivity is part of its Ducati might feel that the current while benefiting from Ducati's
appeal. If Ducati were to flood the market conditions do not justify an renowned build quality and style.
market with an abundance of expansion into this segment. The While it would have offered the
models, it might risk losing the competition in the middleweight iconic Hypermotard design and
sense of individuality and prestige motorcycle class is fierce, and rideability, the 698 Mono may have
that has made its motorcycles so many riders have already struggled to differentiate itself
desirable to riders worldwide. established preferences for certain enough from Ducati's existing
brands or specific types of bikes. offerings. The Hypermotard 950,
Another consideration is Ducati's
approach to focusing on innovation Ducati has historically targeted the for instance, already provides a
over sheer expansion. The premium segment of the market, balance between power, handling,
company has been continuously and the cost of developing new and affordability. Additionally,
updating and improving existing models often requires ensuring that with the rise of alternatives such as
models rather than producing a a significant consumer base will KTM's 690 Enduro and other
large number of new bikes each support them. middleweight options from rivals,
year. By introducing incremental Additionally, the 698 Mono's it might have been difficult for
updates to existing families like the potential appeal may be somewhat Ducati to justify the 698 Mono's
Panigale, Multistrada, and limited. The market for smaller place in the market.
Monster, Ducati ensures that it displacement motorcycles has This potential model would have
remains relevant while also been growing, especially in appealed to a specific subset of the
retaining the essence of each developing markets where motorcycle community, but it's
model. The brand's commitment to affordability and fuel efficiency are possible that Ducati felt the overall
technological advancements, such paramount. However, Ducati's market size was too small for such
as their sophisticated engine customer base tends to lean an expansion to be worthwhile.
management systems, electronic towards higher-performance Without a strong, sustained
suspension, and lightweight machines, which may explain why d e m a n d f o r a s m a l l e r
chassis, is often evident in these they are opting to focus on larger Hypermotard, Ducati might have
updates. Thus, the decision not to models that appeal to seasoned opted to direct its resources toward
expand the Hypermotard family riders. other product lines, improving the
could reflect a strategic choice to models they already have, or
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LHR Motorcycle Magazine Issue 11 March 2025
