Putting a nice feather in Gabriele Del Torchio’s cap, 2011 was the best sales year ever for Ducati. The product of several years in the making, Ducati has transitioned from a sport bike based company, to a brand that encompasses a variety of diverse biking genres. The transition began with the Ducati Hypermotard, continued with the Ducati Multistrada 1200, and culminated with the Ducati Diavel. Bringing the brand back to its roots, the Italian company released the sellout Ducati 1199 Panigale this year.
All of this positioning has taken Ducati from its traditionally precarious market position to one of not only reasonable stability, but also one that has proven to be lucrative enough to attract an acquisition from German automaker Audi. With a record number of machines leaving the doors of the Borgo Panigale factory, and Ducati’s cash finally flowing in the right direction, Del Torchio had plenty to wax on about at the World Ducati Week 2012 event. Giving some oratory high-fives at the massive Ducatisti gather, Ducati’s record year and transformation by the numbers is outlined after the jump.
- May 2012 sales are up 12% over May 2011
- May 2012 revenue is up 20%
- Over 6,500 bikes sold in May alone – the most bikes every sold in the month of May by Ducati
- Ducati made €305 million in revenue in 2006
- €480 million in revenue in 2011
- More importantly, EBITDA rose from €27 million in 2006 to €94 million in 2011
- 1,043 employees in 2006, 1,193 employees in 2011
- Ducati sold 35,300 bikes in 2006, and 42,200 bikes by the end of 2011
- The over 500cc market is down 4% year-to-date
- Ducati’s US market sales increased 48% in May
- Ducati’s Asian market sales were up 238% last month
- Doubled market share since 2006