Ducati First Quarter 2019 Sales Up 5% Worldwide

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The 2019 model year is looking good for Ducati, with the Italian brand reporting a 5% sales increase in the first quarter of this year, over the same time period in 2018.

In total, Ducati sold 12,541 motorcycles in Q1 2019, compared to the 11,949 units it moved in Q1 2018, with most segments from the Italian manufacturer showing growth.

That growth was highlighted with strong sales for Hypermotard 950, though it is bookended with the superbike segment, which saw a noticeable drop (13.5%) at the start of this year.

Scrambler sales are also up, nearly 15%, showing that the Italians’ work to add more value to its entry-point lineup is paying off in sales results.

It is interesting however that Ducati’s “naked” sales haven’t moved much for 2019, which sees the Diavel 1260 entering the lineup. The Diavel was tipped to us as the bike that would drive sales for Ducati in 2019, but so far that does not seem to be the case.

Meanwhile, talking to US dealers, the Hypermotard 950 models are selling considerably well, which is interesting since the maxi-motard has always been a niche product in North America (Hypermotards typically only sell well in the Italian market).

All of this makes for an interesting, but prosperous, start to Ducati’s 2019 selling season. We will be curious to see how this trend progresses through the rest of the riding season, especially in how it relates to other manufacturers.


Q1 2019

Q1 2018

% Δ

Scrambler 2,894 2,522 + 14.8%
Diavel / Monster / Streetfighter 3,054 3,089 – 1.13%
Hypermotard / Multistrada 4,113 3,469 + 18.6%
Supersport / Superbike 2,480 2,868 – 13.5%
Total 12,541 11,948 + 4.96%

Source: Audi AG