Page 42 - March Edition 2025

Ducati has long been known for its blend of Italian craftsmanship, cutting-edge technology, and unmistakable style in the
motorcycle industry. With a storied history of producing high-performance machines that appeal to both the enthusiast
and everyday rider, Ducati's commitment to quality and innovation continues to keep it at the forefront of the global
motorcycle market. One model that exemplifies Ducati's strategy is the Hypermotard family—a line designed for riders
who want a mix of sport and adventure with a dash of Italian flair.
However, despite the success and ongoing popularity of the Hypermotard lineup, Ducati has recently announced that they
have no plans to expand the family, particularly when it comes to the Hypermotard 698 Mono. This decision has sparked
curiosity within the motorcycle community, as the company has a strong track record of expanding its range to meet
consumer demand and embrace new trends. But what does Ducati's decision mean for the future of this beloved bike, and
why has the company chosen not to pursue an expansion for the Hypermotard 698 Mono?
This article will explore the reasoning behind Ducati's stance on the Hypermotard 698 Mono, delve into the company's
broader philosophy on product development, and examine the dynamics of the motorcycle market that might influence
such decisions. Along the way, we'll discuss the factors that have shaped the Hypermotard family and why it has resonated
with enthusiasts for so long.

The Ducati Hypermotard environments, from dirt tracks to model aligns with its broader
Family: A Brief Overview urban streets. The Hypermotard brand identity and long-term
has evolved to cater to riders who objectives.
Before delving into Ducati's want to push the boundaries of
decision about expansion, it's both on-road and off-road riding, One major factor in Ducati's
important to understand the role while still enjoying the decision-making process is the
that the Hypermotard family has performance and handling that desire to avoid overexpanding its
played in Ducati's lineup. The Ducati is renowned for. lineup, which could dilute the
Hypermotard was first introduced brand's unique positioning in the
in 2005 and quickly made an The Hypermotard 698 Mono, in market. Ducati has always prided
impact on the motorcycle world. particular, was seen as a potential itself on producing motorcycles
Designed as a supermoto-style addition to the family that would that are at the cutting edge of
bike, the Hypermotard combined further broaden the appeal of the performance and technology, and
the agility of a dirt bike with the model. With a smaller the brand's exclusivity is part of
performance of a street machine. displacement engine, it was aimed its appeal. If Ducati were to flood
The result was a highly versatile at riders who wanted the agility the market with an abundance of
and playful motorcycle that and thrill of the larger models, it might risk losing the
appealed to a broad range of Hypermotard bikes but in a more sense of individuality and prestige
riders looking for an exhilarating compact and approachable that has made its motorcycles so
riding experience. package. However, despite the desirable to riders worldwide.
anticipation surrounding this new
The Hypermotard family features model, Ducati has stated that they Another consideration is Ducati's
a wide variety of models designed have no current plans to expand approach to focusing on innovation
for different types of riders, from the Hypermotard family with a over sheer expansion. The
the casual enthusiast to the company has been continuously
seasoned professional. With 698 Mono variant. updating and improving existing
models like the Hypermotard 950 Ducati's Philosophy on models rather than producing a
and Hypermotard 939, Ducati has Product Expansion large number of new bikes each
consistently refined and enhanced Ducati has always been selective year. By introducing incremental
the series, making sure to cater to about the products it introduces updates to existing families like the
a growing demand for multi- and how it expands its lineup. The Panigale, Multistrada, and
purpose, performance-focused company is well-known for its Monster, Ducati ensures that it
bikes. remains relevant while also
high standards when it comes to retaining the essence of each
One standout feature of the both performance and design, and model. The brand's commitment to
Hypermotard is its unique this philosophy is reflected in its technological advancements, such
"motard" design. A motard cautious approach to new as their sophisticated engine
typically refers to a bike that releases. Unlike other brands that management systems, electronic
combines the features of a might quickly add variants to suspension, and lightweight
motocross bike and a street bike, their models in response to chassis, is often evident in these
resulting in a motorcycle that can market demands, Ducati prefers updates. Thus, the decision not to
handle a variety of surfaces and to carefully assess whether a new
expand the Hypermotard family

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LHR Motorcycle Magazine Issue 11 March 2025