Culture • 02 September, 2025
Ducati: Speed, Style, Perfection
Each year, more and more people are choosing motorcycles as their primary mode of transportation – and the reasons are plenty. On the one hand, urban traffic is becoming increasingly congested, making two-wheeled transport both faster and more economical. On the other, motorcycling has grown into a global cultural, sporting, and social phenomenon: motorcycles symbolize freedom, a distinctive lifestyle, and true independence. Most importantly, technological progress has made motorcycles far safer than they were 30-40 years ago, while long-standing stereotypes are gradually fading into the past.
Ducati – Italian luxury in the world of high-tech motorcycles – recently announced the opening of its official dealership in Tashkent, Uzbekistan. The new facility is a full-fledged 3S center, bringing together a wide selection of motorcycles and branded gear, original spare parts, and world-class servicing under one roof. We spoke with Sergey Novik, Brand Director of Ducati Uzbekistan, about the evolution of motorcycle culture in the country, the latest high-tech innovations in premium motorcycle manufacturing, and the company’s future plans in Uzbekistan.
What models are on display at the Ducati Tashkent City showroom?
We feature Ducati’s classic lineup, including:
Panigale – High-performance superbikes that have proven themselves among riders and motorsports alike;
Streetfighter – Naked bikes that match the power and tech of the Panigale series but with an aggressive, fairing-free design;
Multistrada – Touring motorcycles fully equipped for comfort on long-distance trips;
Diavel V4 – A cruiser that merges powerful performance, bold design, and cutting-edge technology;
Monster – A cult favorite in the Ducati "Street" class, ideal for beginners or those who prefer city riding;
Hypermotard Mono RVE – Extreme, agile, and fun-loving;
DesertX – An adventure bike built for travel and off-road exploration.
A special place in the showroom is held by our neo-classic sub-brand Ducati Scrambler – bikes in the Cafe Racer and road & off-road categories with retro design that takes you back to the 1970s. While they look vintage, they’re outfitted with the most modern tech and are perfect for riders with a lifestyle that demands flexibility – whether riding to the office or down a dirt road. While Ducati is a premium motorcycle brand, the Scrambler line makes its technology more accessible.
Why should someone choose your service center?
Like all Ducati dealerships worldwide, Ducati Tashkent City includes a modern service center staffed by technicians trained directly at the Ducati factory. It’s equipped with advanced specialized tools and the precise Ducati Diagnosis System 3.0.
It’s worth noting that in Uzbekistan, comprehensive motorcycle service is only just emerging. Yet, we already provide world-standard services in maintenance, repair, accessories installation, and tuning – with a 2-year warranty and official invoicing.
In addition, we offer original spare parts and accessories both in stock and available to order. This allows owners to fully trust their bikes to experts and easily personalize their motorcycles in a comfortable and reliable environment.
Who are Ducati’s motorcycle owners?
Each series of our motorcycles targets a different audience. But in general, they are people with a high enough income to afford premium goods and services. They value quality, prestige, exclusivity, and features beyond basic functionality – including social status.
These are people with refined taste who understand and share Ducati’s values. Among our clients are businesspeople, politicians, media figures, and seasoned travelers.
Is motorcycle riding still seen as a male-only interest?
While the majority of our customers are men, more and more women are getting into motorcycles each year. Today, women confidently ride all classes of bikes and win top placements in specialized competitions.
Our showroom regularly welcomes female riders, both beginners and experienced ones. We also increasingly see moto-families, where both husband and wife ride motorcycles. For them, bikes are not just a mode of transport but a lifestyle – a shared foundation for spending time together and strengthening their relationship.
Are there cases where one spouse is against the other's motorcycle hobby?
Yes, that happens. In Uzbekistan, motorcycle culture is steadily evolving. Modern, high-tech motorcycles of all classes are entering the market, the number of riders is growing, and they’re forming communities, clubs, and festivals. Custom culture is also gaining ground, and motorsports are becoming more popular, inspiring the younger generation.
That said, stereotypes still exist in some circles: that motorcycles are unsafe, associated with outlaws, or incompatible with family values. Thankfully, that’s no longer true.
Today’s motorcycles feature advanced control systems that improve handling and braking in all weather and road conditions. Riders are becoming more safety-conscious, investing in quality gear, and riding with more responsibility.
Ducati is all about style,
technology, and the joy of riding
Ducati motorcycles are equipped with advanced onboard software and a suite of electronic safety systems known as Ducati Safety Pack (DSP), which includes proprietary solutions like:
ABS Cornering – Prevents wheel lock, even in turns;
Traction Control – Manages grip on different surfaces;
Wheelie Control – Controls front-wheel lift during acceleration;
Slide Control – Prevents rear-wheel sliding
… and many others.
While always striving for cutting-edge safety, Ducati also promotes family-friendly riding, group travel, and shared adventures – emphasizing emotional experiences with loved ones.
Today’s motorcyclists are no longer the “rockers” or gangs of the past. They are successful professionals: businesspeople, doctors, lawyers, engineers, commercial pilots, architects, bankers, and diplomats.
How has Ducati been received in Uzbekistan?
As it turns out, Ducati already had loyal fans in cities like Tashkent, Fergana, Khiva, and Samarkand. They welcomed the opening of our showroom, which made Ducati bikes and services more accessible to them. Many attended our recent launch event for the new 7th-generation Panigale V4 S.
However, Ducati is more than just machines and service – it’s a special interest club that brings together owners into a close-knit family. It becomes a starting point for communication, shared leisure, and community. The Ducati Community, in terms of social benefits, can be compared to playing golf.
Official Importer of Ducati in Uzbekistan
Tashkent, Zargar Street 4 (Tashkent City)
Business Hours:
Showroom:
Monday to Saturday – 10:00 AM to 8:00 PM;
Sunday – 10:00 AM to 4:00 PM
Service:
Monday to Friday – 9:00 AM to 6:00 PM
Social Media:
Facebook: @DucatiUzbekistan
Instagram: @ducatiuz
YouTube: @DucatiUz
Telegram: @DucatiUzbekistan