Ducati is the first OEM to brag about its 2021 sales results, and it is quite the brag from the Italian brand – with 59,447 units sold last year.
Helping take Ducati to that level was double-digit growth in all of the motorcycle-maker’s key markets, including the United States, where sales were up a staggering 33.5%.
That growth was surely fueled by the Ducati Multistrada V4 adventure bike, which accounted for nearly 1 in 5 Ducati’s sold in 2021.
USA Reclaims Its Title as Ducati’s Top Market
Because of these results, the United States has now reclaimed the title as Ducati’s top market, with the 9,007 units sold in 2021.
The USA supplants Italy for the title, which the boot-shaped country now coming in as Ducati’s #2 market, with 8,707 units.
Pushing sales in the United States was the Ducati Newport dealership, which became the first American dealership to break past 300 units sold in a single year. Canada saw a similar record achieved, with the Ducati Montreal dealership being the first Canadian dealership to sell over 200 machines.
Other markets of note were Germany with 6,107 units (+11%), China with 4,901 units (+21%), France with 4,352 (+12%), and the United Kingdom with 2,941 units sold (+30%).
“With 59,447 motorcycles delivered to customers, Ducati notches up a historic result and once again underlines its solidity, despite the difficulties encountered across all sectors due to the supplies crisis,” said Francesco Milicia, Ducati VP Global Sales and After Sales.
“Sales grew double-digit in all major countries, from the United States to Australia, where the new subsidiary achieved an increase of 50%.”
“These results are also the outcome of extraordinary work aimed at the continuous improvement of the global sales network both in quantitative terms, with 84 new dealerships, and in qualitative terms, focusing on the digitization of processes and omnichannel to guarantee our Ducatisti an “unforgettable” experience, which fully reflects the company’s values.
“Now we are starting 2022 with an even more complete range, which is already receiving high praise as demonstrated by the best order portfolio ever at the beginning of the year,” Milicia finished.
Multistrada V4 Leads Ducati’s Sales Figures
The Italians are reporting that the Ducati Multistrada V4 lineup accounted for a good chunk of 2021’s sales, with 9,957 units sold. For those doing the math, that’s roughly 17% of Ducati’s total sales last year.
That number eclipses the Harley-Davidson Pan America 1250 sales worldwide, and reaffirms our pick that the Ducati Multistrada V4 is the best ADV bike on the market right now.
While Ducati doesn’t provide a full breakdown of its segmented sales (we will have to wait for Audi’s investor report for that), Borgo Panigale has disclosed that the Scrambler 800 lineup accounted for 9,059 units, and that the Monster lineup sold 8,734 units last year.
The biggest challenge going forward for the Italian brand will be fulfilling customer demand, as the pandemic continues to stress supply chains.
“2021 was a magical year for Ducati. We delivered over 59,000 motorcycles, a number never achieved before in 95 years of the company’s history,” said Ducati CEO Claudio Domenlicali.
“We also won the title of MotoGP Constructors’ World Champion for the second consecutive year, and we started the electric era of our company with the V21L prototype, which foresees the bike that will race in the MotoE championship from 2023.”
“The pandemic, which is still underway, in addition to generating so much suffering, has also made activities more complex, forcing us to conduct a continuous internal reorganization. Supply chains created delivery delays for which I want to apologize to all Ducatisti, thanking them for their patience.”
“Despite all these difficulties, the desire to excel of our employees here in Borgo Panigale and in our subsidiaries around the world helped us to achieve these record results. We are investing in an extremely ambitious growth path that will lead the company to improve even further, by entering new market segments.”
“With the DesertX we will have from this year on an extremely attractive proposal for adventure fans, and other ambitious projects are currently in development. The core values of the brand – Style, Sophistication, Performance and Trust – are more current than ever.”
“Future growth will take place in compliance with these values, offering our enthusiastic customers products that are increasingly representative with a unique mix of beauty, technology and distinctiveness, such as the best of Made in Italy.”
Source: Ducati & Ducati North America