How Ducati Roared Into Sturgis - Roland Sands Style

On the continuing road of breaking out of its superbike mold, not only did Ducati take its new cruiser to the legendary Sturgis rally, it let famous bike builder Roland Sands give his take on the XDiavel.

Dating back to 1938, the Sturgis Motorcycle Rally draws over half a million bikers from every corner of the globe, all like-minded enthusiasts looking to celebrate and share their passion. Ducati and the new XDiavel were at the 76th annual Sturgis Motorcycle Rally which took place from August 5 to 14 at Sturgis, South Dakota.

Making history by attending the rally for the first time, Ducati showcased its XDiavel, a motorcycle which was designed to bring two worlds together, the American cruiser world of high-torque at low RPM, foot-forward controls for long road trips, and the Ducati world of Italian style, refined engineering, unparalleled performance and adrenaline-fueled sports riding.

To take advantage of the seasoned biker eyes at Sturgis, the unmistakable look of the XDiavel enjoyed an American design influence by Californian customizer Roland Sands, who presented his own interpretation of the Bologna-built cruiser.

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Roland Sands take on Ducati's XDiavel - Source Ducati

 An exercise in pure style, this XDiavel-derived concept bike built by Roland Sands features a top-class finish and a design that reflects the strong personality of this celebrated Californian customizer. With a one-piece body fixed to the distinctive Ducati trellis frame, a 19” front wheel for a bold look, and a collection of billet aluminum details that deliver a unique result, this XDiavel has transformed into an even more decisive, radical sport-chopper cruiser that still retains its inimitable Ducati DNA.

“The response to our presence here at the Sturgis Motorcycle Rally has been exceptionally welcoming. The passion for two wheels, twin-cylinder engines, and beautiful roads is shared by everyone at this gathering of the motorcycle community,” said Jason Chinnock, CEO of Ducati North America. “As motorcyclists we are part of a tribe, but we also embrace our individuality. This custom-built XDiavel by Roland Sands Design embodies the spirit of personalization that makes this Rally so special. The XDiavel and this interpretation provides us an opportunity to share Ducati with all in attendance.”

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According to the press release, this special one-off build is something of a logical evolution for Roland Sands who has always had a thing for the Ducati cruiser. In addition to the custom design XDiavel, Roland Sands Design has created an exclusive line of special accessories and components, featured in the Ducati Performance catalog, and currently available at Ducati dealers.

"The XDiavel is a beast. A wolf in wolves’ clothing and a serious piece of speed equipment,” said Roland Sands, owner of Roland Sands Design and lead designer on the custom build. “We really wanted to pivot off all that amazing technology and not mess it up by tearing it out. So the bike is still very stock from a functional standpoint.”

The famous bike-builder noted the bike was a 3-month build, with careful consideration and deliberation about the direction of the design.

“Ultimately, we decided to twist the aesthetic while retaining decidedly 'stock' bike functionality. I’m proud to say that’s exactly what we've achieved,” said Roland of the build.

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