Ducati is going electric. The 93-year-old Italian motorcycle maker is displaying its new lineup of electric bikes at the New York International Motorcycle Show this month.
"We're looking at the electric bicycle as something to complement the lifestyle of existing Ducati owners," Ducati CEO of North America Jason Chinnock told Cheddar. "But we also do have a Scrambler one that's more urban oriented, so that would allow somebody that maybe's just a fan of the brand to come in and they can buy the bicycle as well."
Ducati’s e-bikes have been selling overseas since last year, but 2020 will marks its first time selling the products stateside. The E-Scrambler model will start at around $4,000 and other models will go up to about $7,000.
2020 is setting up to be a big year for the electric vehicle industry, as mainstream automakers develop new versions of iconic brands — but without the combustible engines. Ford unveiled its electric crossover, the Mach-E, and is developing dozens of other EV's. Tesla is convinced people will buy an electric pickup truck with its affordable Cybertruck. And motorcycle brands like Ducati and Harley-Davidson are working to get in on the action.
Ducati, which is owned by Lamborghini, is building several e-bike models of all kinds to cut into the growing market and appeal to a variety of interests. The E-Scrambler is for trekking, while the MIG-S and MIG-RR are for mountain biking.
While acknowledging the younger generation hasn’t been buying motorcycles at the same rate as previous generations, Chinnock says its new, sleek e-bike models may help make inroads with younger consumers, or those who have been hesitant to try motorized bikes. "It's better to have something that doesn't necessarily look like you need to be a professional to ride," he said.
According to Allied Market Research, the global electric biking industry topped $16 billion in 2017 and is expected to reach $23 billion in 2025.
Not only is Ducati offering new e-bike offerings, but it has also re-thought payment options. Chinnock is confident the monthly lease plan, which first rolled out last year, will attract more of those interested in a bike or motorcycle. "The idea is that you can have a Ducati for basically $99 per month for 2 or 3 years, and then turn it in to get something else. That makes it very appealing for someone who doesn't want to make a commitment."
