Ducati Celebrates One Million Motorcycles Produced

One million is a significant number and reaching that seven-figure milestone in the motorcycle industry is cause for celebration. A Monster 1200 S was the one-millionth bike to come off the Ducati production line at their historic Borgo Panigale factory in Italy and to commemorate the occasion, Claudio Domenicali, CEO of Ducati Motor Holding, personally handed the keys over to its lucky new owner.

The event took place on Friday, December 12th at the Audi City Lab, an exclusive temporary showroom set up for the Christmas period in Via Montenapoleone in the center of Milan. The one-million client, Ernesto Passoni, is a 47-year-old from Cinisello Balsamo near Milan, who has always been a life-long Ducatista. He is now awaiting delivery of the bike he ordered from a dealer where he learned that his would be the millionth Ducati to be produced. His loyalty to the brand was rewarded with the added value of a special customization and a presentation ceremony in the presence of Audi and Ducati top management.

Passoni’s new Monster 1200 S received a laser serigraph on the top handlebar bracket showing the chronological number reached by production at Borgo Panigale, and was personally presented to him by Claudio Domenicali, CEO of Ducati Motor Holding. Also present at the presentation were Rupert Stadler (Audi Group CEO) and Luca de Meo (Member of the Board for Marketing and Sales, Audi AG).

“Between 1946 and today we have designed, built and delivered one million dreams that have become reality to Ducatisti”, stated Domenicali during the delivery ceremony. “Our strength is in the exceptional work that all Ducati employees carry out so efficiently on a daily basis, contributing to making our bikes beautiful, unique and desirable. To deliver the millionth bike produced directly into the hands of a passionate Ducatista is an incredible feeling and an incentive to continue along our growth path.”

The important milestone was reached with a Monster 1200 S, the iconic “naked” that identifies the brilliance, originality, technology and style of Ducati twin-cylinder bikes all around the world. It is a bike that has written a fundamental chapter in the Italian manufacturer’s history book, and one in particular that sets a further landmark for Ducati.