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Ducati Sales Flat Worldwide, But Down 2% in the USA

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While news of the Ducati Superleggera V4 is breaking the internet right now, other headlines are also coming out of Bologna, as Ducati has released its 2019 sales figures.

Tallying a total of 53,183 motorcycles delivered to customers worldwide, Ducati managed to beat the 53,004 units from 2018 – an increase of 0.34% in worldwide sales, for those who are counting.

Holding that figure back though was the brand’s progress in the United States, with the American market dropping close to 2% compared to last year, with 7,682 motorcycles sold last year.


Italy continues to be Ducati’s #1 market, with sales up by 3% (9,747 units). The Italian market is seeing a resurgence of life, with sales for Ducati up 20% in the last three years, and the Italian market recovering in general. The same cannot be said of the USA, however.

Elsewhere in the world, standout markets included Brazil (+20%), Spain (+10%), and France (+8%).

Additionally, China saw 12% growth, with 3,200 motorcycles sold, and if the trends continue, then China could overtake the USA is total motorcycle sales for Ducati by 2026.

Breaking things by model line, the Panigale superbike family was a strong pillar for the Italian brand, with 8,304 v-twin and V4 superbikes sold in 2019. These bikes accounted for 25% of the superbike market in 2018.

A good sales bump came from Ducati’s new motorcycle models as well, with the Hypermotard 950 and Diavel 1260 adding a second pillar to Ducati sales, moving 4,472 and 3,129 respectively.

The Ducati Multistrada 950 S and Ducati Multistrada 1260 Enduro helped move 3% move adventure bikes for Borgo Panigale, with 12,160 units sold in 2019 (a record for the Multistrada line).


“2019 was a tough but also rewarding year. We’re working to make Ducati the world’s most desirable motorcycle brand,” said Ducati CEO Claudio Domenicali, in a company press release.

“And the results we’re achieving, the development of the range and the market response all confirm we’re on the right track. On today’s global market, one in every four superbikes is now a Panigale.”

“The technical content we’ve transferred from the R version and our extensive racing experience to the V4 2020 range ensure this bike remains the category benchmark. What’s more, order books for the new Streetfighter V4 are bulging – more than 1,700 are already on order – and deliveries will begin in March 2020.”

Adding to Domenicali’s statements, Global Sales VP Francesco Milicia said: “We’re satisfied with the results achieved in 2019. Over the last twelve months a major network development plan has been implemented, with 54 new dealerships in 20 countries.”

Source: Ducati

Jensen Beeler

Despite his best efforts, Jensen is called one of the most influential bloggers in the motorcycle industry, and sometimes consults for motorcycle companies, whether they've solicited his expertise or not.

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