One simple reason people will buy the 2018 390 Duke, me included, is for the way it looks. The 390 Duke was always a sharp and mean-looking motorcycle, but this is something else. It’s delicious. The earlier 390 Duke took inspiration from the 690 Duke while the new bike takes design cues from the outrageously designed Super Duke R. This is quite obvious when you look at the sculpted headlamp, tank and tail section. The headlamp is a futuristic looking LED unit with three rows of lights. Above that is the chunky TFT display console. The LED tail lamp is a larger unit now. The exposed split-trellis frame is a work of art in itself with the two-tone colour effect. Overall the bike looks like a concept bike that has come to life.