Ducati CEO Hopes Self-Driving Motorcycles Never Become Reality

Ducati's North America CEO says motorcycles are about the thrill of the ride, not just transportation.

Published on Feb. 20, 2026

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Ducati's North America CEO, Jason Chinnock, stated that he hopes self-driving motorcycles never become a reality, as it would "take away the entire reason to ride a motorcycle." Chinnock said Ducati's motorcycles are focused on providing an enjoyable riding experience, not just transportation from point A to point B like autonomous cars.

Why it matters

Ducati is one of the world's premier motorcycle brands, known for high-performance, luxury bikes. Chinnock's comments highlight the company's focus on the emotional and experiential aspects of riding, rather than just the utilitarian function of transportation. This stance contrasts with the growing trend towards autonomous vehicles, which could eventually impact the motorcycle industry as well.

The details

Chinnock, who has been with Ducati for over 20 years, said the company is not dismissing autonomous features entirely, adding them where necessary for safety, such as electronic cruise control, traction control, and anti-lock braking systems. However, he emphasized that Ducati's core mission is to build motorcycles for "joy and for fun," not just mobility. While some companies are working on self-balancing bikes, there are currently no commercially available self-driving motorcycles.

  • In 2024, Ducati sold about 55,000 motorcycles worldwide, earning 1 billion euros, or about $1.17 billion, in revenue.

The players

Jason Chinnock

Ducati's North America CEO who has been with the company for over 20 years.

Ducati

An Italian luxury motorcycle company founded in 1926 and owned by the Volkswagen Group.

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What they’re saying

“We are not building mobility. We're building motorcycles. We're building something for joy and for fun. If it takes away the ability to operate it and experience it, then just get in a pod and go from point A to point B.”

— Jason Chinnock, Ducati's North America CEO (Business Insider)

The takeaway

Ducati's stance on self-driving motorcycles highlights the company's commitment to the thrill and experience of riding, rather than just transportation. This contrasts with the growing trend towards autonomous vehicles, underscoring Ducati's focus on preserving the emotional and experiential aspects of motorcycling.