DUCATI’S new cruiser, the XDiavel S, has won the ‘Red Dot Award 2016: Best of the Best’ award for its style and design.

The XDiavel S takes the award in the product design category. Meaning it has been selected as the absolute best of the best for product design.

Winning products are selected for their design and innovation, and when you think about it, the XDiavel S is very innovative – it’s a cruiser that not only handles well, but stops well and goes well.

Ducati have responded to the award with a very succinct one liner – ‘a Ducati motorcycle can be a style, innovation and performance icon – all in one.’

Speaking about the XDiavel S’s success, Andrea Ferraresi, manager of Ducati’s style centre said:

‘Long, low-slung, muscular, with contemporary lines and sophisticated componentry. Above all sexy. On one hand the motorcycle’s design was inspired by the cruiser world, on the other hand Ducati DNA. It drives the cruiser concept headlong into a modern context: a real “Technocruiser” with futuristic styling and state-of-the-art technology. Extreme in its proportions, the XDiavel was deliberately design “element by element”. If you observe each one individually, it is as if the frame, the fuel tank, the headlamp, the tailpiece and the silencer live a life of their own, yet at the same time they go to make up a perfectly balanced, harmonious whole. A prize such as the Red Dot Award rewards Ducati’s creativity and innovation as much as it repays our tenacity in facing new challenges and venturing along new roads.’

Believe it or not, this is not the first time that Ducati have been given this award – the 1199 Panigale took the honours in 2013, so in the eyes of the design gurus, it must be doing something right.

The Red Dot awards have been running since 1955, and as we understand it, they’re sort of like the Oscars, only for stuff!

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