From the Motorcyclist Review:
Ducati is hoping the 959 Panigale will appeal to those stepping up to sportbikes from naked bikes, as well as riders of Japanese 600cc supersports who feel ready for a bike with increased performance, prestige, and character. They’re also looking at attracting crossover customers who are set to replace their 1,000cc Japanese superbikes, but balk at paying the steep premium for the 1299 Panigale.