Rome, Italy, 27 February 2026 – Ducati has officially opened its new Ducati Roma dealership DesertX on Via Salaria, introducing a modern, spacious showroom designed for enthusiasts across the Italian Capital. The move from the previous Via del Foro Italico location marks a renewed presence for the brand, offering fans an enhanced experience in the heart of Rome.
The new dealership spans 1,450 square meters over two floors, featuring dedicated areas for the full Ducati and Scrambler® range, technical apparel, lifestyle collections, and accessories. A state-of-the-art service centre ensures that customers receive complete support from their first visit to after-sales care.
The grand opening on 25 February included a traditional ribbon-cutting ceremony and drew attention from the motorcycle community, highlighting Ducati’s commitment to innovation and performance. The highlight of the evening was the public unveiling of the latest Ducati DesertX, a second-generation model that strengthens the brand’s presence in the off-road segment.
The DesertX stands out with its iconic 21-inch front wheel and upgraded features designed for challenging terrains. Attendees had the opportunity to view the motorcycle up close, appreciating the combination of cutting-edge engineering and Ducati’s signature design.
“The opening of this new dealership is a key milestone for Ducati in Rome,” said Francesco Milicia, VP Global Sales & After Sales Ducati. “It’s more than a showroom – it’s a space where our identity comes alive. Fans can connect directly with the brand, experience our passion for racing, and explore our heritage and innovation in one location.”
The new Ducati Roma dealership DesertX complements the existing Ducati location near the Vatican, offering the Roman motorcycle community a larger, more immersive environment. With this expansion, Ducati continues to strengthen its presence in Italy’s capital while presenting the DesertX as a symbol of its off-road expertise and adventurous spirit.
The inauguration drew enthusiasts, journalists, and friends of the brand, celebrating both the opening of the new space and the latest chapter in Ducati’s off-road legacy.
