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.