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DUCATI<br />

M900<br />

MONSTER<br />

Damn-near perfect straight out of the box, the<br />

Monster saved Ducati’s financial bacon and<br />

became their best-selling bike ever<br />

WORDS PHIL WEST PHOTOGRAPHY STUART COLLINS<br />

EW MACHINES changed<br />

F<br />

motorcycling as much as the M900<br />

– or ‘Monster’ as it became known.<br />

The bike not only saved Ducati<br />

from collapse before going on to rejuvenate<br />

the Italian firm, its success catalysed a whole<br />

new motorcycling category – performance<br />

roadsters. Without the Monster it’s possible<br />

that the ‘super naked’, as we know and love<br />

them today, wouldn’t even exist.<br />

Yet while it’s fair to say that the Monster<br />

effectively made Ducati what it is now, it very<br />

nearly didn’t make it into existence at all. In<br />

fact, production was actually postponed at<br />

one point as cash-strapped Ducati, assuming<br />

that they’d sell fewer new roadsters than<br />

900SSs, prioritised payment for supersport<br />

components at the expense of Monster tanks<br />

and brake calipers.<br />

How wrong they were. Today, not only is<br />

the Monster the best-selling Ducati of all<br />

time, with over 275,000 sold of all types, it’s<br />

also the best selling Italian bike ever. Overall<br />

it’s impossible to overstate how important the<br />

Monster was to Ducati in the early 1990s.<br />

The 916 may have grabbed the headlines, but<br />

it was the Monster that rang the cash tills.<br />

Over 50 per cent of the company’s sales in<br />

the ’90s were Monsters, helping Ducati grow<br />

from 10,000 machines a year in the early ’90s<br />

to 25,000 in 1995 and over 40,000 by 2001.<br />

Why was it such a hit? Three reasons.<br />

First, it was an ‘accessible’ Ducati. The simple,<br />

easily-manageable roadster style may have<br />

been quite unlike anything produced in<br />

Bologna before but it was still unquestionably<br />

a Ducati. The trellis frame, big V-twin and<br />

performance cycle parts such as USD forks<br />

and Brembo brakes couldn’t have been from<br />

any other manufacturer.<br />

Second, it was affordable. Before the<br />

Monster, Ducatis like the 888 were<br />

considered exotic, fickle, and above all,<br />

expensive. The M900, while not exactly<br />

cheap at £7500, was more affordable to<br />

a wider variety of riders.<br />

And third, it was a blast to ride. As a V-twin<br />

roadster it was at home around town, but<br />

with a Ducati performance edge it was also<br />

able to satisfy sport riders on the open road.<br />

All of that’s just as true today, which is<br />

why the now-third generation, liquid-cooled<br />

Monster lives on as a cornerstone of Ducati’s<br />

range. But it’s the 900 original that’s the<br />

daddy. Find a good one and you’ve a classic<br />

that’s exotic yet versatile enough to use every<br />

day. Better still, they’re not yet that expensive<br />

and almost certain to appreciate.<br />

60

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