Ducati Sold Over 55,000 Motorcycles in 2016

01/16/2017 @ 9:58 am, by Jensen Beeler13 COMMENTS

Ducati Motor Holding has finished counting how many bikes it sold last year, and the official tally is 55,451 units were sold worldwide in 2016. That figure is up from the 54,809 sold in 2015, for a modest gain of 1.2%.

This result means two things: 1) 2016 was the best sales year ever for Ducati, in terms of volume, and 2) 2016 was the seventh year in a row where Ducati has posted sales growth – no easy feat considering the economic climate. 

“Ending the year of our 90th anniversary with yet another record is a source of immense pride and satisfaction,” said Claudio Domenicali, CEO of Ducati Motor Holding. “2016 was the seventh consecutive growth year for Ducati, clearly confirming the soundness of the Bologna-based group’s strategy and skills.”

Ducati attributes the sales growth to the bevy of new and updated machines it debuted for the 2016 model year. The updated Multistrada sold quite well, posting a 16% increase compared to 2015’s numbers.

The updated Hypermotard 939 also impressed with double-digit growth (+15%), while the new Ducati XDiavel accounted for roughly 10% of all Ducati’s sold last year, with customers buying 5,200 units of the machine.

Ducati says that its Scrambler sub-brand accounted for 15,500 unit sales in 2015. Despite the introduction of the Scrambler Sixty2 model, this figure is about 500 fewer units that 2015’s mark.

In terms of markets, Italy saw a significant increase of Ducatis sold, with sales up an impressive 20%. Spain and Germany also showed strong growth, up 38% and 8% respectively. Italy is once again Ducati’s second strongest market, behind the USA and ahead of Germany.

And while the United States might be Ducati’s largest market, it showed incredibly poor results for 2016. Ducati’s numbers show only 8,787 were sold in the USA, down from 2015’s figure of 9,674 – roughly a 9% drop.

Ducati USA numbers follow the trend we’re seeing in the US motorcycle market for 2016, though at a much higher rate of loss.

Ducati says that it currently employs 1,594 employees, and is represented in 90 countries with 783 dealerships and assistance centers.

Source: Ducati

  • Tony S

    My take on USA sales decline: R1 and Triumph.

  • JT Klein

    I would think it’s more demographics. Why buy a motorcycle when you can race one on a video game? And it’s not just motorcycling. All outdoor activities are on the decline in the US.

  • Jason Channell

    I’ll be buying a R1 here shortly, so I’m doing my part.

  • Kid Thunder

    Me too! I’m thinking American & bought an EBR!

  • Jack Meoph

    The only solution to get more Americans to buy motorcycles is to legalize lane sharing in all 50 states. Make it so.

  • And that’s why it should be Job #1 for the AMA and MIC.

  • Tony S

    Not true. Triumph and KTM are reporting very good growth.

  • Alam R

    I like Ducati and my first bike was a Monster. I have had few Ducati’s over the years and loved them all. However the price for Ducati ownership just seems to high. Cost of ownership verses what you actually get.
    For the track I would choose the R1 over the Panigale.
    For the road I would have to choose Japanese or other European brand such a Aprillia. I guess I must have been priced out of Ducati ownership or not want the product enough.

  • Timbo Baggins

    Not sure how long ago you owned your Monster, but have you checked the service intervals in the past few years? They’ve changed quite a bit. This is still the biggest myth of Ducati ownership that they are money pits when it comes to maintenance, this might have been true at one point but not anymore.

  • Ryan Donahue


  • Ryan Donahue

    What I’m most surprised at is the number of XDiavels sold. They are neat looking bikes. I didn’t expect them to sell at those numbers. Good on Ducati.

  • Jack Meoph

    I took my 2014 Monster 796 abs in for it’s first major service, and it was around $600. My Triumph Sprint RS service was $800+. I mean MC services are pretty stupid when compared to car services, but most MC shops charge $90 and up an hour for labor. I’d rather have the dealer tech take apart and put my bike back together, because they do it over and over and over on a daily basis. I’m going to do it once every 2 years? Plus have all the tools? right………..

  • Alam R

    I don’t doubt that and agree these bikes are super modern and reliable, however I have heard a lot of stories about issues with the Multistrada 1200.
    I am just speaking about the initial purchase price. Its a couple of thousand more than the competition.