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Ducati: Ads That Make You Go Hmm…

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UPDATE: Ducati North America sent me a note explaining that these ads were not a part of corporate-initiated ad campaign. Their best guess is that they are spec-creative, or something done by the company’s Ecuadorian distributor.

Talking in generalities, Ducati is one of the better companies in the motorcycle industry when it comes to handling its market communications, and in an industry that’s generally abysmal at making creative advertisements, you can make of that praise as you will. Of course every now and then Bologna produces a dud campaign, and well…through each others’ failures, we can hopefully make progress. It’s not that the concept being used here is a bad one, it’s just not readily apparent (it’s also averaging below a 2.5/10 rating on Ads of the World right now).

Trying to make a statement about how owning a Ducati motorcycle is as fantastic of an accomplishment as becoming invisible, turning into other objects, walking through walls, and levitating, we’re not sure that the comparison, though clever, is readily apparent when these photos stand on their own on a page. Better pitched in the idea room than executed on the paper, after the third advertisement or so it finally hits you (the walking through walls one was the “ahh-ha!” moment for us). But as for a clearly communicated message, there is a bit left wanting here from Ducati and its ad agency, The Grey Group…that and the teapot thing is just damn silly. More examples after the jump.

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Video: Ducati Superquadro Motor [UPDATED]

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UPDATE: Ducati has added English subtitles to the video. Huzzah!

We don’t know why Ducati only has this video out in Italian, but there’s some good bike porn of the Ducati Superquadro motor being developed and worked on, not to mention some shots of the Ducati 1199 Panigale. Hopefully Bologna posts up an English version of the video (we’ll add it if/when they do), so the rest of the motorcycling world can hear about the company’s new Superbike engine. Until then, our translation goes something like, “the bike, it goes a verrry fasst!”

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News

Ducati Superquadro Engine

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Ducati has a new flagship Superbike coming out soon, if you hadn’t heard the news. Powering the Ducati 1199 Panigale is a new 90° v-twin motor dubbed the Superquadro (Ducati mini-site here), which the Italian company officially unveiled today. Confirming the specs we released back in November of last year, the power plant boasts 195hp and 98 lbs•ft of torque, making the Ducati Superquadro motor a new direction for Bologna, in more ways than one. For starters, the Superquadro is the first production motor in the company’s history that’s is fully-integrated into a bike’s chassis, thus putting final confirmation that the 1199 Panigale will use the MotoGP inspired “frameless” chassis design (not that we were really doubting this).

Deriving its name from the massively over-sqaure cylinder design, the Superquadro is the most powerful motor to come in a production motorcycle from the Bologna brand. Other highlights include the use of hybrid chain/gear-driven camshaft, titanium valves, a wet slipper clutch, ride-by-wire throttle actuation, 15,000 mile major service intervals, and a rider-selectable “riding mode” system. Boasting that the company built the Superquadro motor with a clean sheet of paper, the company has proven once again that there are no sacred cows in Bologna.

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Another Ducati Monster? Bologna Teases Sepang Unveiling

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It’s hard to imagine how Ducati could cram another Monster into its air-cooled street-naked line-up, let alone update the fairly fresh models already in the brand’s arsenal, yet monster.ducati.com is teasing some sort of unveiling, due out in two weeks’ time. There is not a terrible amount of information that we can glean from the tight-stretched cover over the photo Ducati is using (the exhaust can appears to be high-mounted like the 696/796, unlike the 1100 EVO), and the timing and the location for the unveil are interesting to say the least.

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Bikes

Photos and Video of the Ducati Streetfighter 848

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Now that the European press launch of the 2012 Ducati Streetfighter 848 is over (we’ll have to wait a bit longer for the US press launch…le sigh), some more professional photos and a video of the new middleweight Streetfighter have hit the interwebs. Of course Ducati is really pushing the revitalization of the Italian yellow paint scheme, but we think the matte black “Dark Stealth” version will turn a few heads, and admittedly, this author wishes his Streetfigher 1098 had the red frame on the Rosso Corsa version of the Streetfighter 848.

At $12,995 MSRP, the Ducati Streetfighter 848 is $1,000 cheaper than the Superbike 848 from which it gains its roots (and shares the $13k price point with the Superbike 848 “Dark”). With the added benefit of Ducati Traction Control (DTC) and a 132hp Testastretta 11° motor with longer service intervals, Ducati has refined the Streetfighter 848 to be more civil for its for its urban hooligan duties, while maintaining an appropriate amount of uncouthed sensibility. 19 photos and a video after the jump.

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Spy Photos: Ducati 1199 Panigale Load Testing

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No sooner did Ducati officially announce the existence of the the 2012 Ducati 1199 Panigale, than the Italian company’s new flagship uber-Superbike was caught blasting down an Italian highway. The purpose of the highway test should be apparent to even the most casual of motorcycle enthusiasts, as Ducati is clearly load testing the 1199 Panigale, marking sure the new motorcycle is ready to meet the strict requirements necessary for the American market.

Honestly, we didn’t think Ducati Performance had a “ponch” option for its Ducati-branded race leathers, though we hope the company has some variations in a more slimming black. Insert a couple more fat jokes, and I think we’re good to go here — and surely there’s a test rider in Bologna who will get a good ribbing come Monday at work. More photos after the jump, leave your “constructive remarks” in the comments.

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Bikes

2012 Ducati 1199 Panigale – 195hp / 395 lbs (Base)

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Confirming what we reported back in November of last year regarding the performance figures for Ducati’s new Superbike, Ducati dealership Pro-Italia posted on its Facebook wall (now redacted) a less-than-cryptic “395/195” message while in attendance at the Ducati Dealership meeting in Miami, Floria. Noting the wet weight and brake horsepower, the new 2012 Ducati 1199 Panigale makes good on its promise to trump its predecessor by over 20hp and 20 lbs. To thank for the these benchmark miracles is the 1199 Panigale’s very over-square Superquadrata motor (also known as the SuperQuadro in some rumor reports), which will rev higher than any other previous Ducati Superbike motor to-date, and the company’s new “frameless” chassis design, which has been floundering in MotoGP.

While we can’t speak for the efficacy of Ducati’s new chassis philosophy, and how it will work on the company’s new v-twin production bike, the spec-sheet racers should be impressed with this latest piece of information. And as if those figures weren’t impressive enough already, Asphalt & Rubber has learned that the Ducati 1199 Panigale homologation special, the made-for-racing “production” model which has been making its appearance in the bulk of the 1199’s spy shots, has been producing over 205hp at the crank during its recent testing at Borgo Panigale facility (the namesake for the 1199 Superbike), while in its “stock” form. While we don’t know what naming convention Ducati will use on the race-bike-with-lights-on-it 1199, A&R does know that it will not receive “R” nomenclature that we’ve seen in the past.

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Racing

Valentino Rossi to Test New Aluminum Frame at Jerez

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According to both GPone and MCN, Valentino Rossi and Ducati Corse will test a new aluminum frame at Jerez this week. Though the two MotoGP authorities differ on what sot of frame exactly will be used during the test (MCN says twin-spar, while GPone maintains an “open cradle” frame that leaves the motor still as a stressed object). Regardless of the style, the new chassis is reportedly made by FTR, and is another attempt by the Italian racing team to figure out how to solve the vague front-end feeling coming from the Ducati Desmosedici GP11/GP11.1/GP12.

Possibly similar to the chassis style used by Honda and Yamaha, this new frame design marks the fourth major chassis change this year for Ducati. Unable to compete against the top pack on the grid, Rossi has lately even struggled to keep up with his fellow Ducati riders come race day. While technically considered a test for the 2012 season and on the GP12 motorcycle, the results from the Jerez test (Ducati’s seventh test of an allowed eight) could easily find its way onto this season’s Desmosedici.

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Racing

Photo of the Week: Unmet Expectations

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At the MotoGP test in Qatar, the week before the 2011 season opener, all eyes were on Rossi and the GP11. Naively we wondered if he would be able to recreate his magic at Welkom in 2004, and comparisons to Rossi’s move to Yamaha were inevitable. Some in the paddock thought he was in better shape going to Ducati than he had been when he left Honda, after all Casey Stoner had managed to win several times at the end of 2010 on the bike Rossi was taking over, while the pre-Rossi Yamaha was widely considered a mess on two wheels. Burgess’ remarks that he and Rossi would sort the Ducati straight away gave us the impression that the dream team could see what was wrong, and knew at least in theory what to do when they took over Stoner’s ride.

In spite of the problems that had been apparent since the first GP11 test in Valencia the previous November, our faith in the Rossi, Burgess, & Co.’s expertise still had many of us prepared for a strong finish at Losail — expecting Rossi to do at least as well on the GP11 as Stoner had managed on the GP10. “He’ll at least win a few races once he gets the Ducati sorted,” was a common attitude in Qatar.

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Racing

MotoGP: MotoGP Race Results from the Aragon GP

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Though threatening with strong winds and the possibility of rain, the weather held out for MotoGP riders at the Aragon GP. As the Spanish track played host to the premier class of motorcycle racing, the Aragon GP proved to be a Honda affair during qualifying, as Casey Stoner took yet another pole position, while teammate Dani Pedrosa followed closely behind as second on the grid. With Jorge Lorenzo struggling at Motorland Aragon, Ben Spies carried the Yamaha banner to the front row, qualifying third on Saturday.

The first to break the six engine rule allotment (we should add, without a special dispensation) Valentino Rossi took his seventh motor of the season, and thus was relegated to starting from the pit lane, 10 seconds after the start of the Aragon GP. Perhaps the friendliest track to take such a manuvear, Ducati Corse is clearly not only thinking for the long-term of this season, but also for the 2012 season as well. How would starting from the rear affect the nine-time World Champion, and would Jorge Lorenzo continue his pursuit of Casey Stoner at Aragon? Find out after the jump.

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Troy Bayliss Teases Ducati Announcement

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This Friday is looking to be full of videos and teasers, as Ducati has its own announcement that will be coming forthwith on Wednesday next week. Enlisting the help of three-time World Superbike Champion Troy Bayliss, the Australian motorcycle racer teased on YouTube today that he’s seen some interesting things at the Ducati factory, with promises of more to be revealed on the company’s video channel in the coming days. What those interesting things could be however is up for speculation.

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