In the iconic film “The Italian Job,” when the computer whiz Lyle first meets the pro safecracker Stella, he’s riding a yellow Ducati 748 superbike. A-list superstars like Brad Pitt, Usher, and Tom Cruise rave about their Ducati. Keira Knightly posed on a cream-colored Ducati for a Chanel ad. British sports racer Davey Todd rode the Panigale V2 in the legendary 2024 Isle of Man TT Supersport races, where lap records exceed 130 mph.
Now, after almost a decade of being unavailable locally, the sleek, sexy, super-performing Ducati is back in the Knoxville market: the flagship brand of an exclusive line-up of Italian motorcycles at STAR Powersports in West Knoxville.
Founded in 2012, the dealership on Alcoa Highway grew into a motorcycle, four-wheeler, and marine dealership. But as Chief Operations Officer Sean Norman explains, “We’ve made strategic changes over the past year to solidify our position in the East Tennessee motorcycle market. We’ve pared back inventory in other categories, such as our ATV and marine product lines, in order to focus on what has become our specialty as a premier Italian motorcycle niche dealership.”
In 2021, the dealership moved to a bigger space on Kingston Pike and acquired its first Italian brand.
“We started building our premium Italian brands – Piaggio, Vespa, Moto Guzzi, and Aprilia,” Sean adds, “but our most exclusive brand acquisition is Ducati, the highest profile of all the Italian brands. With these elegant, extraordinary bikes, we can appeal to different classes of riders in the Knoxville market and offer something truly special and exclusive for riders of various experience levels.”
Sean says their customers report they really appreciate the sales team's knowledge base and comfort level with their bikes. “We have a very loyal customer base who come back for their next bike. They say they feel more like family when they walk in. They like the no-pressure, relaxed experience to explore our bikes. It makes all the difference in choosing the right bike for them.” Or their family members. The audience ranges from teens to bike fans in their 80s, both male and female riders.
Sean adds that STAR Powersports is building an active rider community, with a Ducati Club of Knoxville and one for all Italian brands (check their Facebook page for upcoming events).
“We are in the perfect location with some of the best riding roads in the Southeast – an hour from The Dragon and an hour from Maggie Valley.”
Taking these legendary mountain turns on a Ducati makes it an exceptionally exciting combination of bike, rider, and road.
FAQ
What attracts customers to these bikes?
I hear customers say they grew up admiring high-end European sports cars. Then, as adults, they realize, I may not be able to afford a Ferrari or Lamborghini, but I can afford an Italian superbike. In some cases, it’s the only bike some riders look at, but we also see riders come in and trade other brands for an Italian bike.
What’s a good first step?
Hop on and take a ride. With your motorcycle endorsement, sign our waiver, and you can take a demo ride.
What price tag am I looking at?
A surprising range of options – from $3,000 to $70,000.
What about servicing a high-performance bike?
We are known for the qualified tech service department we have built over the years. Since there hadn’t been a Ducati dealership in Knoxville, we see demand heating up for sales and service. There are specific services you must perform on Italian bikes at specific intervals. We have two master technicians who can diagnose most issues, answer any questions, and are certified for both Piaggio and Ducati brands, which is rare. Recently, we were the only service center around who could get an out-of-towner’s Moto Guzzi back on the road.
For more information, visit STARPowersportsTN.com or call (865) 851-8688.