Here's an excerpt from a MultiStrada test
"Ducati have sold 20,500 Multistrada 1200s since its launch in 2010 and it surprised me to see that, for 80% of buyers, this was their first Ducati. They ride, on average, 50% more than the typical Ducati owner (no jokes, please) and the stat that stands out most is that the previous bike MTS1200 owners came from is equally split between sportsbikes, naked bikes and adventure bikes."
The reason this is probably somewhat pertinent in this thread is that many Ducatisti thought that Ducati was getting soft by expanding their efforts beyond purity of hardcore sport bikes (the same thing happened when they came out with the ST bikes, the original MultiStrada, and the Diavel).
What all these bikes did/do (in addition to providing the faithful to spend more money with them as their riding requirements evolve) for Ducati is make them more attractive to a new audience that they can capture. More sales, more money, better company health/future.
Oh, and what was one of the things Ducati did with the improved financial health? The 1098/1198/Panigale. So much for getting soft
Keep the faith whiners-- KTM is probably smarter than you.
The full MS test is here