Picture this: a sleek Italian motorcycle, usually seen tearing up racetracks or twisting through mountain roads, now kicking up dust in the backcountry. That's the new reality for Ducati, a brand that's long been synonymous with high-speed thrills on pavement. But according to Jason Chinnock, the CEO of Ducati North America, the company is charting a fresh course into the off-road scene, blending its racing heritage with the kind of rugged adventures that get your heart pumping.
Chinnock, speaking during an interview in New York last November, laid out Ducati's vision plainly. The Bologna-based outfit isn't just dipping a toe into dirt biking—it's going all in. This year alone, they've thrown their hat into the ring with the Desmo450 MX, a single-cylinder beast that's already challenging heavyweights like Honda and Kawasaki in American Supercross and Motocross events. On top of that, a rally-tuned DesertX adventure bike took on the grueling NORRA Mexican 1000, proving Ducati's machines can handle more than just smooth asphalt.
At its core, Ducati sees itself differently these days. "We're not a transportation company. We're in entertainment. So, how do we invoke and inspire people? Part of it is through memories and experiences," Chinnock explained. He shared a personal story about borrowing his first dirt bike from a church pastor, a moment that sparked his lifelong passion for two wheels. "What better way to get into your youth and think about what brought you into motorcycles?" he added. It's that sense of nostalgia and excitement that Ducati wants to tap into, especially for riders who've been around the block a few times and crave something beyond the daily commute.
The push into off-road didn't come without some internal debate. Chinnock recalled a conversation with an Italian colleague who suggested starting with motocross racing right out of the gate. "When we were first really getting our hands on it, [an Italian colleague of mine] was like, 'We should go motocross racing first.' I was like, 'What, really?'" He initially figured a street-legal enduro bike would appeal more to guys in their 40s—like him—who want a Ducati that can tackle trails without breaking the bank or the bike. But the reasoning won him over: "It's much harder to go from here to [motocross] level than it is to go from [motocross level] and then back down."
This approach echoes the old "Win on Sunday, Sell on Monday" mantra that automakers have chased for years. Chinnock thinks Ducati has a real edge here in the motorcycle world. Unlike cars, where a rally monster and its road version are worlds apart in cost and tech, bikes make the jump easier. Take the Desmo450 MX—fresh off the racetrack, it'll soon hit dealerships as a street-legal dual-sport model. The changes? Just a tweaks to the suspension and some turn signals. No massive overhauls needed. It's a smart way to let everyday riders feel like they're on a championship machine.
Still, there's the big question: Will riders in the States warm up to an Italian dirt bike? Ducati's built a reputation for exotic, high-performance rides, but off-road demands toughness. Chinnock addressed the skepticism head-on. "People go, 'It's a Ducati and it's fragile,' and, 'I don't want to drop my Ducati, it's $20,000,'" he said. But he flips that perception on its head: "While I appreciate this idea that maybe we're considered more precious or a design that you don't want to drop ... I mean, those are badges of honor."
For Chinnock, it's all about proving the goods. "As a motorcyclist," he said, "you know that we can smell BS. If it can't do what you hope it's going to do, and we can't do it as a brand, it's phony. Part of why people ride and why they're attracted to the brand is authenticity, capability, and confidence of the brand. So I'm hoping that the world of off-road people see us out there flogging these bikes—as we will—and that we're not just a brand who can't take the hits." In other words, Ducati isn't just talking the talk; they're ready to eat dirt and come back stronger.
To back that up, the company isn't relying solely on pro racing. They're getting customers involved too. Chinnock, drawing from his own rides in Colorado, launched the Ducati Dirty Dozen challenge. It's no walk in the park—participants on DesertX bikes have to conquer 12 Rocky Mountain passes, each towering over 11,000 feet. We're talking unpredictable weather, steep climbs, and trails that test your skills to the limit. Last year, Spencer Hill and Cory Hanson pulled it off, earning a personal shoutout from Chinnock and the ultimate prize: that Dirty Dozen badge. It's the kind of accomplishment that sticks with you, a story to tell over beers with buddies about pushing limits and coming out on top.
This off-road pivot isn't just for fun—it's smart business. Adventure bikes and dual-sports are booming, drawing in folks who want versatility without sacrificing performance. Ducati's core lineup, like the Monster and Panigale, keeps the loyal fans coming back, but expanding into dirt opens doors to new riders. And in North America, that's crucial. The U.S. market is Ducati's second biggest, with close to 7,000 bikes sold here in 2024. Through September of this year, American sales were even edging out Italy's. Chinnock's team knows holding onto that momentum means evolving, even if it means getting a little muddy.
Looking ahead, Ducati's off-road efforts could redefine what the brand stands for. From motocross tracks to remote mountain trails, they're building machines that deliver real-world capability wrapped in that signature Italian style. It's a reminder that motorcycling isn't just about speed—it's about the rush of exploration, the satisfaction of tackling tough terrain, and reliving those early days when a simple dirt bike opened up a world of possibilities. For riders ready to venture beyond the pavement, Ducati's making sure they're part of the action.
