CEO Jason Chinnock on How Ducati Drives Angelenos Wild
Photo Credit: Sarah Hummert
Right now, we’re having a chat about luxury with Jason Chinnock, the recently-appointed CEO of Ducati North America. He shares why more of these haute Italian motorcycles are purchased in Los Angeles than anywhere else in the country, why the brand decided to launch three of its newest models in Southern California—including the Scrambler (Palm Springs, 2014) the Scrambler Sixty2 (Venice Beach, 2016) and the XDi-avel (San Diego, 2016)—and how Hollywood has gotten hot for these haute rides.
What is the most expensive bike you sell?
The most expensive motorcycle we have recently sold was the 1199 Superleggera Superbike. This motorcycle was developed with a special request to our engineers to build the best of the best and do everything they ever dreamed of with our Superbike. So they utilized the nest performance materials of carbon ber, magnesium and titanium to create an experience that is unrivaled. With a 200 horsepower, only 366 pounds and a race-derived electronics suite, this $65,000 Ducati quickly sold out and was limited to only 500 units in the world.
What Ducati model do you personally ride?
I’m currently riding both the new XDiavel S and the Multistrada 1200 Enduro on a regular basis. The XDiavel S is our interpretation of a cruiser, yet with all of the refinement and performance you’d expect from a Ducati. The Multistrada 1200 Enduro is the motorcycle for the adventure-seeking enthusiast who believes the journey begins when the pavement ends.
What business achievement are you proudest of since coming to Ducati?
I’m most proud of having an opportunity to influence models that bring new clients to our brand. Much of the inspiration for the new XDiavel came from my time spent in Los Angeles, riding motorcycles up the PCH with a group of designers.
What made you choose Southern California as the place to launch three of your newest models?
When we launch a motorcycle, it’s more than just the machine we are introducing—it’s the lifestyle that is associated with the ownership. The atmosphere in Southern California embodies this lifestyle in a natural way, allowing the story to be told with ease.
Can you describe the perfect way to experience a Ducati in Southern California?
I’d meet up with a couple of friends on a Sunday morning for a quick breakfast at Hedley’s, then head out to the PCH for a run to Point Dume. We’d grab a photo opp, then get lost in Malibu Canyon for the morning, eventually finding a lunch spot where we all regroup, talk about the ride, then go our own ways with the afternoon to spare.
Related Articles
Louis Vuitton Kicks Off 2025 With A New Sneaker: The LV Footprint Soccer
Louis Vuitton literally—and physically—kicks off the New Year exploring new terrain with the debut of the LV Footprint Soccer.
Fouquet’s New York Introduces New Hotel Handbag In Collaboration With Vee Collective
Fouquet’s New York has unveiled their chic, first-of-its-kind handbag collaboration with the innovative German brand Vee Collective.
Radmila Lolly Continues To Champion Women In The Arts With The New Unrivaled League
Haute Living Miami ambassador Radmila Lolly made a striking appearance at a panel discussion for the new Unrivaled League.
Wrap The Festive Season With The Flannel Junkie At Las Vegas’ Rouge Room
Our cocktail of the week pick is the Flannel Junkie at Las Vegas’ Rouge Room; a warm, buttery, festive, and smoky take on the old-fashioned.
Host The Holidays In Style And Ring In 2025 With Loews Hotels
Photo Credit: Loews Hotels As the holidays approach and 2025 draws near, there’s no better time to celebrate in style—and Loews Hotels & Co. has mastered the art of creating unforgettable seasonal experiences. With 25 upscale properties spanning destinations like Tucson, New York, Philadelphia, Miami, Arlington (Texas), and Coronado, Loews Hotels transforms traditions into celebrations […]
Gurney’s Montauk Resort & Seawater Spa Plans For Renovations & New Experiences For 2025
Gurney’s Montauk Resort & Seawater Spa, the Hamptons’ only oceanfront resort, has announced an exciting new chapter with renovations.
Latest Stories
Trending Articles
Related Articles
Louis Vuitton Kicks Off 2025 With A New Sneaker: The LV Footprint Soccer
Louis Vuitton literally—and physically—kicks off the New Year exploring new terrain with the debut of the LV Footprint Soccer.
Fouquet’s New York Introduces New Hotel Handbag In Collaboration With Vee Collective
Fouquet’s New York has unveiled their chic, first-of-its-kind handbag collaboration with the innovative German brand Vee Collective.
Radmila Lolly Continues To Champion Women In The Arts With The New Unrivaled League
Haute Living Miami ambassador Radmila Lolly made a striking appearance at a panel discussion for the new Unrivaled League.
Wrap The Festive Season With The Flannel Junkie At Las Vegas’ Rouge Room
Our cocktail of the week pick is the Flannel Junkie at Las Vegas’ Rouge Room; a warm, buttery, festive, and smoky take on the old-fashioned.
Host The Holidays In Style And Ring In 2025 With Loews Hotels
Photo Credit: Loews Hotels As the holidays approach and 2025 draws near, there’s no better time to celebrate in style—and Loews Hotels & Co. has mastered the art of creating unforgettable seasonal experiences. With 25 upscale properties spanning destinations like Tucson, New York, Philadelphia, Miami, Arlington (Texas), and Coronado, Loews Hotels transforms traditions into celebrations […]
Gurney’s Montauk Resort & Seawater Spa Plans For Renovations & New Experiences For 2025
Gurney’s Montauk Resort & Seawater Spa, the Hamptons’ only oceanfront resort, has announced an exciting new chapter with renovations.
Subscribe to Haute Living
Receive Our Magazine Directly at Your Doorstep
Embark on a journey of luxury and elegance with Haute Living magazine. Subscribe now and have every issue conveniently delivered to your home. Experience the pinnacle of lifestyle, culture, and sophistication through our pages.
Haute Black Membership
Your Gateway to Extraordinary Experiences
Join Haute Black and unlock access to the world's most prestigious luxury events