Milan: Eicma motorcycle show 2009
The biggest motorcycle show of the year was due to start in Milan on Tuesday morning, but Ducati likes to do things its own way on home turf and presented its fresh line-up of 2010 models at a special event on Monday night, attended by the world's media.
Italy's most iconic motorcycle manufacturer took two hours to reveal how it's dealing with the sales crash that has blighted the industry before introducing us to its new bikes. Put simply: Ducati's market share is up but, like everyone else, its sales are down.
Despite the economic doom and gloom, the press conference concluded positively with the unveiling of the new Multistrada 1200; Ducati's crucial offering to the adventure touring segment, one of the only areas of the market that's still growing. It's a bike that has all the right ingredients to challenge BMW's class-leading R1200GS, with stand out features like the trick new Ride Mode Selector, which adjusts the set-up of the bike to suit sport, touring, urban or off-road riding; plus keyless go - a first on a production motorcycle. Expect the new Multistrada in showrooms early next year, with prices starting from £10,995.
When we arrived at the show proper on Tuesday morning, the mood and atmosphere was more muted than we expected. The recession had clearly taken its toll - Honda and Yamaha has both stayed away - and it was left to BMW and Ducati to create the most impressive stands in the halls.
