Ducati’s on a roll, figuratively and literally.
The company’s launching their angry, handsome Panigale V4 R this year – the most powerful production motorcycle in the world – and they’re doing it via a cross-country “Ready For Red” tour with 17 stops along the way. You’ll be able to see the 2019 lineup and interact with Ducati execs who’ll talk about the Italian brand’s technological and performance innovation and answer any questions you may have, up close and personal. (Scroll to the bottom of the article to see dates and cities.) The events will be open to the public with pre-registration for attendance; register at ducatireadyforred.com
In addition to the Panigale V4 R, other models scheduled to be on-site at the events will include the brand new Hypermotard 950 and 950 SP, Multistrada 1260 Enduro and Multistrada 950 S, Diavel 1260 S, and the Scrambler Café Racer, Scrambler Desert Sled, as well as the Scrambler Full Throttle.
I talked to Ducati North America CEO Jason Chinnock at the Denver leg of the tour.
Chinnock has an especially interesting career arc in that he served in the U.S. Army as a tank pilot during Operation Desert Shield/Storm, became a touring musician afterward and, in 2004, got a job at the parts counter at a local Colorado Ducati dealership. In 2012 he moved to the marketing and communications leg of Lamborghini, but returned to Ducati in 2016, where he’s been ever since.
JOSH MAX: You started at a Ducati dealership in the parts department in Colorado. Did you ever think you’d be CEO?
JASON CHINNOCK: Actually, yes! It was around 15 years ago when I made a career shift from trying to be a professional musician to follow the other passion I had in life, which was motorcycling. The dealership experience was something I wanted to do to learn every aspect of the business. I just followed my passions and was fortunate enough to move and develop pretty quickly. I actually run into people I used to sell motor oil to all those years ago at Moto GP races, and some of them say “Way to go, Jason.” It feels good.
JM: What does your mom think of your job? Mine was cool with it, I’m wondering if yours was.
Chinnock: My mother was never a motorcycle enthusiast. She was concerned and scared, and wouldn’t let me ride a motorcycle when I was younger. So I’d sneak to my friend’s house and ride dirt bikes. She’d never let my Dad ride, either. She’d say “You can get a motorcycle when I can get a boyfriend.” So my Dad was like, “Well, I guess that’s not gonna happen.” So when my mother passed away a couple of years ago my Dad said “Ok, I’m ready to ride.” The next day I took him to a dealership, the next month he got his motorcycle license, and we’ve been on 4-5 motorcycle trips through Europe since then. In fact, he’s here tonight, he drove up from Colorado Springs to come to the event. He’s a great guy, I’m very fortunate.
JM: You’ve sold 54,000-plus bikes world wide in 2018. How do things look for 2019?
Chinnock: Projecting global sales is really difficult, the market overall has been a little bit down. For North America, which I can speak for, we’re expecting some growth because we’re entering into new markets where we’ve never been before. We’re not chasing the numbers for volume and growth so much, to be honest. We’re measuring ourselves by customer satisfaction surveys, how we’re taking care of them and satisfaction reports. If we identify that we’re not doing a good job, we need to take care of that. That’s why these events are good – you get that immediate response, one-on-one, people will tell you exactly what they think, good and bad. It’s mostly been good, though!
JM: How is Ducati fixed for electric bikes? Any in the works?
Chinnock: Our position on electric bikes is this: we’re a company and a brand. When it says “Ducati” on the side of a bike, we have to deliver that. So until we are confident that we have the product and technology to do that, then it’s some years away before that comes to fruition. Our main challenges for electrics are weight, range and performance; they all have to come together.We do think about it constantly, we’re always talking about it, and electric is something that can’t be ignored. But right now we’re concentrating on what we’ve got.
JM: As a musician, I see a direct correlation between motorcycles and electric guitars. Do you? How is a motorcycle like a guitar?
Chinnock: What you put into it is what you get out of it. If your motorcycle or your guitar has a soul, you can feel it – there’s something in it that you want to get out of it. Every single bike that we’ve ever built, I’ve felt. Plus, this type of motorcycle is pure entertainment. We’re not in the business of mobility – there are much more efficient ways to get around. This moves your soul. If I don’t ride enough or play my guitar enough, I feel it. It’s emotional, not rational. You don’t pick up either object because it’s on your list of things to do that day, you do it because you want to. When you feel your elbows out or your teeth clench, that’s a soul-cleansing thing.
Here are the remaining dates on the “Ready for Red” tour
January 29, 2019 – Motor Cycle Center – Chicago
January 30, 2019 – Ducati Detroit – Detroit
February 1, 2019 – Lars Anderson Auto Museum – Boston
February 13, 2019 – Ducati Sanford – Orlando
February 15, 2019 – Ducati Miami – Miami
February 19, 2019 – Ducati Austin – Austin
February 21, 2019 – Bayou & Bottle – Houston
February 23, 2019 – AMS Ducati Dallas – Dallas
February 26, 2019 – OTTO Car Club – Phoenix
February 27, 2019 – Ducati Las Vegas – Las Vegas
February 28, 2019 – Location TBA– San Diego
March 2, 2019 – Location TBA – San Francisco
