Ducati enters cruiser segment in India with Rs 15.87 lakh XDiavel

Italian motorcycle motorcycle maker Ducati has forayed into the fast-growing cruiser segment in India with its XDiavel.

Priced at Rs 15.87 lakh for the matt black base model and Rs 18.47 lakh (ex-showroom Delhi) for the top-end XDiavel S variant in gloss black, the cruiser’s development work started in 2012.

Powered by the new Ducati Testastretta DVT 1262 engine, it achieves maximum torque at a low 5000rpm. The engine produces a maximum power of 156hp and has a 6-speed gearbox, oil bath clutch with a slipper function. For the first time on a Ducati, a belt-type final transmission has been attached. The system ensures a reliable performance with reduced maintenance as well as power delivery required for a cruiser bike.

The XDiavel’s highlights include a ride-by-wire system with three riding modes – sport, touring and urban. Advanced technologies include Ducati traction control, cornering ABS and the Ducati power launch. There are also 60 ergonomic configurations including a three-way adjustable feet forward riding position and the cruise control.

“We wanted to enter this segment with a product that revolutionises the cruiser concept. Cruisers are the largest segment in the luxury motorcycle category in India,” said Ravi Avalur, managing director, Ducati India at the launch of the new cruiser in New Delhi today. “Our dealers have been overwhelmed with pre-bookings and we are confident that the XDiavel will be the cruiser of choice for connoisseurs across the country.”

Speaking to Autocar Professional on the sidelines of the launch, he said that Ducati is looking at good sales from the metros and large cities. The company recently opened its latest outlet in Ahmedabad, expanding its India network to five including the dealerships in Mumbai, Delhi, Pune and Bangalore. By end-2016, a new showroom will be opened in Kochi, Kerala and early 2017 should see three more outlets added to the sales network.

The company is looking to spread the Ducati brand’s awareness to smaller cities like Mangalore, Coimbatore, Dehradun and Udaipur through road shows and riding training initiatives.

Localisation not a priority

Avalur refused to divulge the sales target for the XDiavel or the company’s total sales thus far in India. While maintaining that Indian parts supplies could be sourced by Ducati globally, he admitted that localisation is not an important aspect of the Ducati motorcycle manufacturing since the bikes are assembled at Thailand including the XDiavel. This is more economically viable for the company as Thailand has a Free Trade Agreement with India as well as with other South East Asian countries that facilitates cost-efficient export of motorcycles from Thailand to other Asian markets rather than making them locally in India.

Components are shipped from Italy to Thailand where the Ducati bikes are assembled and then despatched to different markets. For the cruiser, big markets are perceived to be North America and even India. Other than the mother plant in Bologna, Italy, Ducati has a facility in Brazil which assembles motorcycles for South America.

The third Ducati model for India

The XDiavel will mark Ducati India riding its third super premium model in the domestic market in 2016. The company, which currently has a footprint of six exclusive stores across five major cities including Delhi NCR, Mumbai, Bangalore, Pune and Ahmedabad, had launched the 959 Panigale in July and the Multistrada 1200 Enduro in August this year.

It added its sixth store in Ahmedabad, a growing market increasingly preferred by the premium car and motorcycle makers, on September 5. The XDiavel will likely be brought to India as a CBU from Thailand. 

Indian industry sales data for the FY2015-16 indicates that the total market size for super-premium motorcycles above 800cc stood at 3,525 units for FY2015-16 as against 2,992 units sold in FY2014-15. The 800cc and above motorcycle market, as understood, grew by close to 18 percent YoY last fiscal, a clear reason that explains why India is on the radar of almost every global big bike manufacturer.

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