In 1926 Antonio Cavalieri Ducati (aren’t Italian names wonderful?) together with his three sons, Adriano, Marcello, and Bruno, founded a company called Società Scientifica Radio Brevetti Ducati in Bologna.

Throughout the 30s and 40s, the Ducatis manufactured, amongst other things, electric razors and radios. They also manufactured cameras such as the Ducati Sogno (now a collector’s item), which was a half-frame device similar to a Leica.

Ducati, however, was to become world famous for a different product altogether — the motorcycle. And not just any motorcycle. These machines were characterised by exceptional style and cutting edge engineering.

In common with their contemporaries, Harley-Davidson, this global brand grew out of humble beginnings. In post war Italy, SIATA, a small firm in Turin, began work on a bicycle-mounted engine called the ‘Cucciolo’ (the word means ‘puppy’ in Italian), apparently because of the distinct sound of its exhaust.

Then, in 1950, Ducati, in collaboration with SIATA, marketed its own Cucciolo-based motorcycle. This first Ducati motorcycle was a 48 cc bike weighing 98 pounds (44 kg), with a top speed of 40 mph (64 km/h). A tad underpowered compared to today’s superbikes, but over the following 40 years, the Ducati brand went from strength to strength, building on the work of their chief designer, Fabio Taglioni, whose flair for top class design successfully dominated their product lines for decades.

But if 1950 was when it all kicked off for Ducati, 1993 was the year the company really blossomed into something special when Miguel Angel Galluzzi introduced the monster — the Ducati Monster — a machine with an unusual exposed engine. The motorbike-buying fraternity couldn’t get enough of them. Today the ‘Monster’ accounts for almost half of the company’s worldwide sales.

Ducati’s current line up includes exotically named and perfectly engineered products like: The Monster, Multistrada, Diavel and Desert Sled.

The Diavel Diesel is a great example of Ducati’s fusion of fashion and function (Techno-shy readers should at this point nip out for a bacon sandwich, or try to finish their Sudoku because the following information is for piston-heads only: The Diavel Diesel is a 2nd generation Ducati Diavel with an 11 degree twin spark engine (I warned you about the technical stuff) and a gut-wrenching 160 bhp of raw power. It has 8 level traction control and 3 level ABS M50 Brembo callipers (don’t ask me, I’m with the techno-shy crowd!).

‘Diavel’ is the local Bolognese dialect word for ‘devil’. It should come as no surprise then, that only 666 units are to be made worldwide — the number 666 being the so-called ‘mark of the beast’ or devil (If you don’t believe me, look up Revelation 13:15-18).

Given this company’s decades long ability to produce goods of exceptional quality, iTS COOLER is proud to represent Ducati by bringing their collection of bikes to the iTS COOLER platform. These bikes are masterpieces of modern engineering. And they continue to flow from Ducati’s design studios in a seemingly endless stream to meet the need of a worldwide market, eager to buy their wares.