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Ducati

Monster Award

Robert M. Pirsig’s novel ”Zen and the Art of Motorcycle Maintenance” revolves – in a nutshell – around the question of what quality is and how to achieve it. This, in turn, is also the focus of the Red Dot Design Award. This year, the award in the ‘Product Design’ category went to a motorbike: the Ducati Monster.

  • Text
    Verena Stuhlinger
  • Photos
    Ducati

It all began in 1992 with a concept that was as simple as it was ingenious: “Everything you need. Nothing more.” The Ducati Monster was born. Due to economic challenges in the 1990s, the Monster was developed cost-effectively using a modular design – thereby redefining the concept of the naked bike. The fifth generation looks like this: minimalist and sporty, with headlights framed by the striking shoulders of the bison-shaped fuel tank, a one-piece seat and a short, lightweight rear end.

The jury of the Red Dot Design Award, one of the world’s most prestigious product design awards, was particularly impressed by the way Ducati has reinterpreted the motorcycle’s contemporary design language whilst preserving its identity and distinctive character.

With this award for the Monster range, Ducati continues its success story at the Red Dot Awards. Previously, the 1199 Panigale (2013), the XDiavel S (2016), the Diavel 1260 (2019) and, most recently, the Diavel V4 (2024) have all been honoured with this prestigious design award. So if you want to know what quality in design looks like, take a look at the bikes from Sant’Agata Bolognese.

→ ducati.com

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