The pilgrimage to the Ducati factory is now an even deeper experience for the faithful after the recent revamping of the company's museum.
The focus has broadened from Ducati's substantial racing history to include its proud road bike heritage as well as exhibits from its earlier days making radio parts and other consumer products.
Key models are included, from the Cucciolo engine that helped get post-war Italy mobile, through the ever-faster single cylinder machines to the bevel-drive twins and all the way to the Desmosedici RR MotoGP replica.
Yet the first thing you see when you walk into the subdued museum is a curving row of race bikes that marked key moments in Ducati history.
Instinctively, you want to follow that curve around the corner to see where it leads, but more brightly lit rooms to the side draw you away again to other displays.
The whole museum is set up artistically and cleverly - much like Ducati's motorcycles have always been. Different, beautiful, devastatingly effective.
So by the time you've walked through - which might take you minutes if you rush or hours if you linger - you not only know a lot more about Ducati's history, you've been imbued with some of Ducati's passion.
The Ducati Museum is in the factory premises in Bologna, Italy. It is included in the daily factory tours. Full details and a virtual tour are available on the Ducati website. Special thanks to Phantom2 Media for the video and article. Jeff Ware
