Ducati's CEO Draws the Line: No Self-Riding Motorcycles, Ever

While car companies chase a driverless future, Ducati is taking a definitive stand. CEO Jason Chinnock has ruled out autonomous motorcycles for the iconic Italian brand, now and forever. His reasoning is simple: it defeats the entire purpose.

“Nobody wants a self-driving motorcycle,” Chinnock stated plainly in a recent interview. For Ducati, a motorcycle is not an appliance for moving from point A to point B. It is a machine designed for pure experience, where the rider's physical and emotional engagement is the core product. Taking away control doesn't just change the bike; it negates its reason for being.

This isn't a rejection of technology. Ducati continues to integrate advanced rider aids like cornering ABS and radar-assisted cruise control. The distinction, Chinnock explains, is between systems that assist the rider and those that replace them. The former can enhance safety and performance; the latter strips away the soul of riding.

Chinnock’s stance arrives as the broader auto industry grapples with the pace and appeal of full autonomy. For motorcycling, the challenge is different. The industry faces an aging rider base, but Ducati believes the solution lies in making riding more appealing, not automated. The brand's Scrambler line, for instance, targets new riders with approachable design.

The more immediate technological shift for Ducati may be electric, not autonomous. The company supplies bikes for MotoE racing but remains cautious on production models, citing battery weight and the challenge of replicating the emotional thrill of its signature engines.

Ultimately, Chinnock’s bet is on human nature. He’s wagering that the desire for direct control, for the visceral feedback of leaning into a curve, is permanent. In a world racing toward automation, Ducati is banking on the enduring joy of the ride itself.