Design

The Design Philosophy

For Ducati, design is not just about creativity, style or beautiful motorcycles but about creating feelings.

Reduce to the max.

We have one unmistakable intention: the pursuit of honest design. We want materials and features everyone can believe in. 

The Ducati Design Philosophy: the Pillars

All of our touch points are shaped following the Ducati Design DNA with holistic approach.

Pillar 1 Authentic

We have one unmistakable intention: the pursuit of honest design. We want materials and features everyone can believe in.
Pillar 2 Essential

We include each detail with a purpose: to create a sleek design where everything has a function and nothing more is allowed.
Pillar 3 Compact

We believe compact design is the best design. A Ducati piece has everything it needs, yet it takes as little space as possible.
Pillar 4 Sensual

We design to turn your passion on and to ignite all your senses. Your instinct will always desire Ducati.
Pillar 5 Sporty

When we draw a line, it’s to give shape to sport design. Racing is in our DNA and rising to every challenge is our call.
Pillar 6 Recognisable

Our golden rule to look unique is staying true to our principles. That’s how you recognize Ducati design at first sight.
The Design Journey

It takes an average of 3 years of work from the brief to the start of production. It takes up to 5 years if a new engine needs to be developed too. It is a scrupulous, unique process, which links the Centro Stile and the technical area of Product Development, and combines design and engineering, heart and logic, to create a motorcycle in which every shape has a function and every function has a shape. A thoroughbred Ducati.

Every detail has a purpose.

At each step of the process, the stylistic choice proceeds along with the technical implementation, aiming to create a sleek design where everything has a function. 

Ducati Speciale Ducati Speciale Explore
Ducati Unica Ducati Unica Explore

Ducati wins the “Red Dot: Best of the Best” Award

Ducati wins the prestigious “Red Dot: Best of the Best” Award with the Diavel V4.

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