April 2015 was the best sales month ever for Ducati Motor Holding, with the Italian firm delivering 7,309 units to customers. This figure is up 29% compared to last year, and tops Ducati’s previous best month ever by 800 units (April 2014 with 6,500 motorcycles).
Why the sudden spurt in sales for the Bologna Brand? We have two words for you: Ducati Scrambler. Unsurprisingly, the budget-priced Scrambler range is seeing a strong market response, and of course its getting some help from the all-new Ducati Multistrada 1200 and the Ducati 1299 Panigale line.
For the first four months of the year, Ducati is reporting that sales in 2015 are up 10% over last year’s models, with 17,881 motorcycles sold between the start of January and the end of April.
Some quick math on those numbers shows that 10,572 motorcycles were sold to Ducati customers in Q1 2015, a 1% increase over last year’s Q1 figure of 10,449 units.
This shows that even without the red herring bump from the Ducati Scrambler, the Italian brand has been able to continue inching its growth forward, though we would still make the argument that the company’s sales have been flat overall the past few years.
The sales power of the Scrambler is truly international, with the small and affordable machine getting traction in not only the American market, but also the European market. The Scrambler is the best-selling motorcycle in Italy, where it has helped bump Ducati sales by 69% over last year.
The Scrambler has helped boost sales in other European markets as well, with 54% in Spain, 52% in Germany, 50% in the UK, and a 13% increase in France.
Our sources indicate that Ducati North America has expectations of 20% growth to its market because of the Scrambler, a figure that we deemed Ducati likely to achieve at the launch of the motorcycle to the press in Palm Springs.
As the rest of the Scrambler line makes itself available (Classic, Full Throttle, Urban Enduro), and as Icon models make their way from Thailand to the eastern side of the United States, Ducati’s sales for the coming months should continue to see a boost.
We would be very surprised to see 2015 not be an outright record year for the Ducati brand. Stay tuned.