The Human Connection: Why Ducati Resists Automation

Jason Chinnock, a 20-year veteran of Ducati and North American CEO for the past decade, asserts that a self-driving motorcycle would strip away the very essence of what makes riding exhilarating. For Chinnock, and for many motorcyclists, the act of riding isn’t merely about reaching a destination; it’s an immersive, sensory experience that demands skill, focus, and a direct connection with the machine.

“We are not building mobility. We’re building motorcycles. We’re building something for joy and for fun,” Chinnock explained. “If it takes away the ability to operate it and experience it, then just get in a pod and go from point A to point B.” This sentiment underscores Ducati’s brand identity, which centers on performance, passion, and the thrill of the ride.

While acknowledging the benefits of autonomous technology in automobiles – offering “safe, smooth, efficient, and carefree” transportation – Chinnock draws a clear distinction. Ducati’s focus remains firmly on crafting motorcycles that engage the rider, providing a dynamic and rewarding experience. This philosophy is reflected in the company’s consistent investment in rider-focused technology, such as advanced rider assistance systems (ARAS) designed to *enhance* the riding experience, not replace the rider.

Beyond Transportation: Ducati’s Legacy and Future

Founded in Bologna, Italy, in 1926, Ducati has cultivated a rich heritage of engineering excellence and racing success. Now part of the Volkswagen Group, the company continues to produce premium motorcycles that command prices ranging from over $10,000 to upwards of $40,000. In 2024, Ducati reported approximately 55,000 motorcycles sold worldwide, generating revenue of 1 billion euros (roughly $1.17 billion).

Despite Chinnock’s reservations about fully autonomous motorcycles, Ducati isn’t entirely opposed to incorporating advanced technologies. Many Ducati models already feature electronic cruise control, traction control, and anti-lock braking systems – features designed to improve safety and control without diminishing the rider’s involvement.

The broader automotive landscape is rapidly shifting towards autonomy. Companies like Tesla with its robotaxi program, and Alphabet’s Waymo, are already offering autonomous taxi services in select cities, with Uber poised to enter the market this year. However, the application of this technology to motorcycles presents unique challenges and, according to Chinnock, a fundamental conflict with the core values of the brand.

Other manufacturers, such as Yamaha and Omoway, are exploring self-balancing motorcycle technology, but these efforts are focused on stability and ease of use, rather than full autonomy.

What role will technology play in the future of motorcycling? And can a balance be struck between innovation and the preservation of the rider experience? These are questions Ducati will continue to grapple with as the industry evolves.

Do you believe the thrill of riding a motorcycle is inherently tied to the rider’s control, or could a self-driving motorcycle still offer an enjoyable experience? What safety benefits might a self-driving motorcycle offer?

Frequently Asked Questions About Self-Driving Motorcycles