Ducati renews its presence in the Capital by inaugurating the new Ducati Roma dealership

• The new Ducati Roma dealership in Via Salaria has been officially inaugurated, a renewed point of reference for the community of Ducati enthusiasts in the italian Capital
• The celebration took place on February 25th with the traditional ribbon cutting ceremony attended by Claudio Domenicali and Francesco Milicia, along with riders Nicolò Bulega and Tony Cairoli
• During the evening, the new Ducati DesertX was unveiled for the first time, presenting to the public the second generation of the motorcycle that symbolises Ducati's entry into the most demanding off-road racing

Rome, Italy, 27 February 2026 – Ducati opens the doors of its new dealership in the Eternal City. The previous location on Via del Foro Italico has moved to Via Salaria 1350, a larger and more modern facility that renews the motorcycle manufacturer's presence in the Capital and is ready to welcome the Roman community. 

Covering a total area of 1,450 square meters across two levels, the new dealership is organized into spaces designed to showcase the Ducati universe in all its forms. The entire Ducati and Scrambler® range is displayed, along with an area dedicated to technical apparel, the lifestyle collection and accessories, in an environment that fully reflects the brand's DNA and its values of style, sohistication and performance. The showroom is complemented by a fully-equipped service centre, offering a complete experience that accompanies passionate clients from the moment they discover the bike to after-sales service.

The opening of the new store, managed directly by the parent company, was celebrated on Wednesday 25 February with the traditional ribbon-cutting ceremony attended by Claudio Domenicali, CEO Ducati, Francesco Milicia, VP Global Sales & After Sales Ducati, Luca Nanni, Director of Ducati Roma and institutional representatives. Joining the Roman community for the evening were Nicolò Bulega, rider for the Aruba.it Racing-Ducati team, fresh from a hat-trick of wins in the opening round of the 2026 Superbike World Championship in Australia, and Tony Cairoli, multi-time motocross world champion and one of the key figures in the Ducati MX project.

“It is always a great pleasure for me to participate in the opening of a Ducati dealership. In this case, it is even more special, as it is a project that combines the magic of a city as unique as Rome with the decision for direct management by the Company. This new location stands in a highly strategic position, offering our enthusiasts a space worthy of the brand's excellence and a service fully aligned with our quality standards." said Francesco Milicia, VP Global Sales & After Sales Ducati. “Ducati dealerships represent the main point of contact between the brand and its enthusiasts. It is here that our identity is transformed into a tangible customer experience, bringing to the market two of Ducati's most distinctive elements: passion for racing and a century of history. Inaugurating this new location in the year of our Centenary, together with two champions such as Nicolò Bulega and Tony Cairoli, makes this moment even more meaningful.”

During the inauguration event, the new DesertX was also unveiled in preview as part of the latest chapter of the World Première 2026. The second generation of the model that marked the Borgo Panigale manufacturer's entry into the extremely demanding off-road segment, the new DesertX radically evolves the original project while retaining the iconic 21-inch front wheel as a distinctive element of its off-road vocation.

Enthusiasts, journalists and friends of the brand were able to admire it up close, discover its details and share a moment of gathering and celebration in the spirit of Ducati passion, officially marking the opening of this renewed Ducati landmark for the city of Rome.

The new space dedicated to the Reds of Borgo Panigale on Via Salaria joins the Ducati dealership located at Largo Oreste Giorgi 5, just a few steps from the Vatican City.