Ducati enters Supercross racing for the first time this weekend, debuting at the 2026 SuperMotocross World Championship and aiming for a larger presence across North America. The Italian manufacturer’s move into this high-energy dirt bike series is a strategic step to reach new customers and reinforce its image as a leading racing brand.
Expanding in the U.S. Through Supercross
The Supercross season, which begins at Angel Stadium in Anaheim, marks Ducati’s initial appearance after its announcement last year to introduce off-road products for the American market. The season opener, broadcast on Peacock, signals Ducati’s intentions to break into a sport that holds growing popularity thanks to enthusiastic crowds and an influx of young, high-profile riders.
According to Ducati North America CEO Jason Chinnock, the company is committing significant resources to this entry, with startup costs reaching seven figures. Ducati has launched the Troy Lee Designs Red Bull Ducati Factory Racing team through a partnership with Red Bull and motorsport equipment maker Troy Lee Designs. This racing initiative leverages Ducati’s reputation for success in MotoGP, intending to replicate its winning spirit in the demanding U.S. dirt bike scene.
Strategic Reasons Behind the Move
Chinnock explained the dual motivations for joining Supercross, combining personal enthusiasm with business goals.
“Why did we undertake it? Two reasons. The first one is the emotional one — we are motorcyclists, so any opportunity we have to expand our portfolio where we get to enjoy motorcycling … it’s an excellent way for us to grow the brand.”
– Jason Chinnock, CEO, Ducati North America
On the business front, Ducati sees vast potential in the American motorcycle market. Chinnock elaborated that the U.S. represents about half of the global road bike market for Ducati, presenting opportunities to extend the brand’s reputation from MotoGP into new off-road territories. Ducati’s aim is to introduce elements of its high-level pavement-racing pedigree into the dirt, winning over fans and customers by merging its technological edge with the sport’s raw excitement.
“And then of course, there’s the business,”
– Jason Chinnock, CEO, Ducati North America
“so the business part of it where we see there’s opportunity and for us in North America specifically, we’re estimating that the U.S. market is going to be about 50% to the global on-highway market for us. And from a business standpoint, I see all these opportunities for us to expand our reach, our coverage in North America, and actually take a lot of those things that people already know about what Ducati is from what we do in MotoGP racing and racing at the highest level and winning championships, and finding a way to bring that to the off-road world.”
– Jason Chinnock, CEO, Ducati North America
Expanding Product Line and Dealer Network
Well-regarded globally for its street motorcycles, Ducati has increasingly introduced products for adventure and off-road, including its Multistrada line and the recent Desmo 450 MX, which entered the market at $11,495. By mid-year, Ducati’s off-road motorcycle portfolio will be well-stocked, enhancing its cohesion with the Supercross campaign and providing its U.S. dealers with a broader range to offer fans and riders.
“actually have a really robust product portfolio of all these different off-road bikes,”
– Jason Chinnock, CEO, Ducati North America
This transition is expected to benefit from the expanded marketing and brand recognition Supercross can generate, with 130 Ducati dealerships nationwide ready to capitalize on this exposure.
Dealer and Community Engagement at Key Events
To make the most of this opportunity, Ducati is focusing on strong participation at Supercross venues. The brand is bringing members of its dealership network and a field marketing team to Anaheim to immerse them in the Supercross atmosphere. These efforts are designed to carry the excitement of dirt bike racing nationwide, connecting with both existing and prospective customers at every stop of the tour.
“So when the rest of the tour for Supercross or even the rest of the tour comes to your town, they rally their clients, they rally their customer base and bring them to these events. So we’re starting really on that level.”
– Jason Chinnock, CEO, Ducati North America
In addition, Ducati plans to introduce a client hospitality experience at certain Supercross rounds and is launching initiatives to work with youth dirt bike racers in the U.S. The goal is to cultivate the next generation of off-road enthusiasts and anchor Ducati’s presence in a competitive and passionate segment of American motorsports.
Positioning for Long-Term Impact in U.S. Motorsports
Ducati’s Supercross debut marks a decisive moment in its U.S. expansion, setting the stage for long-term involvement in both top-tier and grassroots dirt bike racing. The company aims to grow its share of the American market, strengthen relationships with fans, and expand its product line to meet shifting consumer interests. With deep investments and a focus on community, Ducati is positioning itself as a leading force in the evolving landscape of North American motorcycling and Supercross competition.
