Ducati is moving full speed ahead into the future!

Ducati, the Italian motorcycle company, is world-renowned for their motorcycles. The motorcycle market is not doing fantastic as of late because the riders tend to be older or in non-North American markets that haven’t been greatly serviced by the main motorcycle makers so far. That gives Ducati great possibilities for the future, but sales may be kind of dry until they get there. 

With technology and forms of transportation drastically changing and catering more towards the millennial who seems less keen on driving and escaping their small sphere of life, transportation method manufacturers need to find better ways to influence the market back to what they are selling, or they need to introduce newer millennial-geared products.

Ducati has moved towards the millennial market with the introduction of three new eBikes. But where are the millennials who will be able to afford them? Especially when one could pick up a used car for the same price.

But there IS definitely a market for these eBikes, one would just think more urban areas and countries where motorcycles and similar type vehicles are more heavily relied upon. They are also well suited to the outdoor athlete who is passionate enough about mountain biking to spend this kind of money on an eBike.

The introduction of eBikes by Ducati kind of harkens back to the 1950’s and the Ducati Cucciolo. You could almost call it one of the first eBikes. There are a lot of similarities, particularly in styling to the general concept of eBikes.

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eBikes have become hugely popular in the last few years and Ducati has ridden that wave. As a traditionally smaller company, they tend to cater to more a niche market or specific to those with Ducati tastes. With the rise in popularity in scooters and eBikes, Ducati has moved towards the millennial market with the introduction of 3 new eBikes.

Taking a look at these eBikes, it’s obvious that Ducati has done their homework. They do look like superior eBiking machines. But will the price be right?

New Ducati eBike models

The three new models include two mountain bike styles and one more urban looking eBike, though all three boast on and off-road features. Truth be told, these are some serious eBikes. Which is pretty much what you’d expect from Ducati. These are considered premium level eBikes.

The three eBike models are the Ducati MIG-RR Limited Edition, the Ducati MIG-S, and the Ducati e-Scrambler. The MIG-RR and MIG-S are rugged offroad eBikes, the Ducati e-Scrambler is for off-road and urban adventures.  It looks like Ducati has done their research and made sure they have an offering for the two main uses of eBikes, on-road and off-road. 

To produce these premium level eBikes, Ducati partnered with Thok eBikes. This partnership has produced the three eBikes and Ducati also paired with SuperSOCO CUx electric scooter.

Ducati has moved towards the millennial market with the introduction of three new eBikes.

eBike Specs

All three eBikes have a Shimano mid-drive motor system. The Ducati MIG-RR Limited Edition is a production of only 50 eBikes with carbon gearshift and rims, automotive built suspension. It’s the high-end eBike you never knew that you needed. 

The Ducati MIG-S is also made from premium materials but at a less expensive price point. It features a Shimano Steps E8000 motor and 504 watt-hour battery pack. It features disc brakes on all wheels, single chaingear, and 12 speeds

The Ducati eScrambler, named after one of Ducati’s classic motorcycles, is a more lightweight mountain bike. More of a streetster if you will. It has lights, a luggage rack, and the same 504 watt-hour battery as the MIG-S.

Ducati has moved towards the millennial market with the introduction of three new eBikes. But where are the millennials who will be able to afford them?

Now for the prices, which frankly may very well shock you. The eBikes are not scheduled to be introduced in the North American market until 2020 so official details regarding the price have yet to be released. If the European price is any indication, they will be a bit pricey as the eScrambler is almost $4,000 USD. For that price you could buy a small used car. Prices for the MIG-S and the MIG-RR haven’t been released, but you can bet that the MIG-RR is going to be a lot higher of a price point than the eScrambler. 

A beautiful and luxurious eBike is a fabulous thing, but it’s doubtful the average millennial market that’s highly invested in this type of mobility will have the personal funds to purchase any of these beautifully crafted eBikes.

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