As Expected, The Scrambler is Killing It for Ducati

05/11/2015 @ 12:26 pm, by Jensen Beeler46 COMMENTS

Ducati-Scrambler-Press-Launch-Mega-Gallery-218

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.

Source: Ducati

  • Jack Meoph

    I like the full throttle, but I’ll be keeping the Monster for a while yet.

  • chris

    ducati would like you to use the phrase “scrambler ducati” even though no one else on the planet thinks it’s a good idea. put it in the line up with the rest of the bikes, and skip the extraneous marketing crap that adds to the cost of the bike.

  • Jake Boggan

    I test rode a Scrambler last week and was very impressed. It’s simply a good bike, nothing fancy, nothing crazy, but definitely very well executed and sexy. I would almost consider one if I could find one right now, but I’ve been bitten by Tuono fever and I have lost all reason. But the Scrambler is the bike I wish I could have bought five years ago when I was just getting into motorcycling, I think it will be a big success, especially if the nascent fleet is free of any long term quality issues or recalls.

  • Bruce Steever

    True, it ain’t bad. But for that price, the fueling and suspension could/should be much better. And a seat that doesn’t suck would be swell, too.

  • Ryan Donahue

    I just came here to post a mis-guided, grumpy and totally hackneyed comment about the Scramble being a hipster bike and diluting the Ducati brand.

    Oh? Not the place for it? Bollocks.

    But all snark aside, this is nice to read. I’m glad the Scrambler is doing well for Ducati. I still want one. Badly.

  • Ducati Kid

    JM,

    Did I here MONSTER?

    A revised ‘snello’ (svelte) MONSTER 821 depicted!

    (Coolant Fans, Pump and Radiator are located beneath the Seat)

  • crshnbrn

    Funny how what was once supposed to be referred to as the “Scrambler Ducati” is now being referred to as the “Ducati Scrambler” now that it has proven to be a sales success.

  • Craig

    Oh I’ll be back later when i have some time but i seem to recall a post recently that was talking of Ducati being on its arse regarding sales.

    I did want to comment then and speak of upcoming sales figures and book orders but i got the gag order. Jensen knows about that. So all I can say is “expect no change”

    Also Scrambler, hell yeah :)

  • Craig

    No, they would prefer you to describe it as the Scrambler as that’s how it is being marketed. It’s a separate brand from Ducati.

  • Craig

    No, they would prefer you to describe it as the Scrambler as that’s how it is being marketed. It’s a separate brand from Ducati. An important distinction to marketing.

  • paulus

    There are no shortage of aftermarket accessories coming for the range. We are already seeing them in Asia…. some great… some, not so great :)

  • crshnbrn

    The Scrambler is a model of Ducati, not a brand onto itself. Ducati claimed the Scrambler was its own brand so they could deny it was a Ducati in the event it was not successful. The Scrambler is a success, so now it is a bona fide member of the Ducati lineup, not some red-headed stepchild brand.

  • El Apestoso

    Sadly, nobody cares what Ducati’s marketing department wants. I think I might start calling it the Ducati Scoreggia.

  • Rico Bustamente

    I did a lot of research on the new Scrambler… then went out & bought a new 2013 Aprilia Shiver 750 for $6999. I am a 58 year old lifetime motorcyclist…. wanted an Italian twin. The Aprilia has been in production since 2007 I believe, has RBW with 3 maps available. The surging that was a complaint has been greatly lessened by map updates over the years.. same thing the FZ-07/09 owners experienced. The bike is a blast to ride… tons of low end torque, great handling, light weight, great brakes… & did I mention $6999!!!!!!! & the best thing is…. it is NOT a Ducati! Of course, most people look at it & say “what is that & how do you pronounce the name.. April”???…. hahaha… & the sound that comes out the of the pipes…. uh huh! even with the stock muffs! I think the Shiver is one of the best kept secrets in motorcycles…. but that’s ok… I got mine!

  • gordon strickland

    as usual the cheapest model in the lineup pays the rent…

  • Craig

    Nonsense. The Scrambler has been launched as exactly that. It’s why there is separation in the dealerships. It has been specifically marketed as a brand unto itself with no crossover. It is the scrambler with designated models, there will be new, future models in the range. Scrambler is not a Ducati model, it is the brand. Icon, Urban Enduro and Full Throttle are the models with more on the way.
    The suggestion that they would somehow be able to abandon it if it failed is ludicrous. Given the pre-orders on the books it was never going to fail, this problem, as with the 1199, was keeping up with initial demand.
    Like a Skoda is not a VW but is part of the VAG group, the Scrambler is intended to stand up by itself and so is separated from the Ducati brand.
    I know this because I know the person who has been responsible for preparing and training the dealerships in the UK in the year or more leading up to the product going on sale.
    I recall an early launch event when there was the opportunity to have a mint condition 1974 scrambler alongside the new bike and the higher-ups vetoed it because they did not want it to be compared to the new bike stating that it was not a relaunch of the original but a completely new and separate bike.
    It does not matter what you or I think. All that matters are the facts and the simple fact is that Scrambler has been launched as a completely separate brand under the umbrella of Ducati Motor Holding.

  • DrtRdr

    I believe Yamaha could replicate this success based on their FZ-07 platform. I test rode one and it is a great bike. All they need is to launch 2 models: one light adventure bike and one scrambler, then wait for cash to roll in.

  • sburns2421

    Looked at one finally at the dealership a couple of weeks ago. Not buying.

    It is not fair to compare new vs used, but for the same amount of cash outlay you could have an example of many classic or recent Ducatis. A 1098 buyer and a Scrambler buyer may be two different people, but a Monster S4rs and Scrambler buyer probably overlap. I know which one I would rather have.

    And for a somewhat snotty comment it doesn’t haven’t to be good, just have the Ducati name. I suspect the Scrambler will probably steal away sales from the Sportster crowd. People that wouldn’t know a good motorcycle if it bit them in the butt.

  • Zeek Seseika

    I would like to have tested one, BUT…the Ducati dealer here in Asheville NC suddenly went under(thru no fault of Ducati) so…not wanting to go out of state (SC)…I found my Dream bike…2015 KTM 690 Duke…whatta blast!

  • Superlight

    Nice idea, but you didn’t leave room for the necessary radiator/fans under the seat, plus that location isn’t very efficient so it means a larger radiator.

  • Ayabe

    I’m trying to bite my tongue, but I hate this thing and everything it represents. I find bikes marketed as fashion accessories just make me want to barf, see also the RnineT.

    I’ll see myself out.

  • Alclab Ventek

    In the light adventure category is where the FJ-09 comes in!

  • Nick

    Test rode a Scrambler and it was in my top motorcycles ever. With the Termignoni exhaust as tested the fueling was perfect, the power was perfect, the handling was perfect, price was perfect. Could not be faulted, it put a huge smile on my face and did everything it promised and more. Consider the exhaust mandatory and factor it into price, like any Ducati. If a Monster and a V7 had a baby (I’ve had both), then there you have the perfect motorcycle, at least for me. Problem is my dealer is presold of their allocation of them for the whole year and those wanting to get in line at this point probably won’t get one till 2016, which is very frustrating.

  • Ducati Kid

    SL,

    Thanks for your commentary.

    Not a new idea as Britten and Tularis racers employed such.

    Believe adequate room lay beneath a MONSTER seat.

    Realize, Airflow under the Tank to the Seat.

    Let’s hope Bologna investigates this CONCEPT for their offerings.

    Reasoning, DUCATI has evolved their L-Twins to they becoming the central focus of their cycles – appearing HEAVY!

    Have an analyst friend who can prove a Full Fairing inefficient for general motorcycling despite it hiding the Engine well.

  • Superlight

    Benelli also used an underseat radiator in their 900 triple. I have a Monster 1200 and there is very little room under the seat, not nearly enough for a radiator + fans without starting over.
    On full fairings, certainly motorcycles are poor aerodynamically compared to cars, but I sure like the result in comfort – windblast sucks at speed.

  • Ryan Donahue

    To be fair, I don’t love the marketing, though the concept employed by their marketers is neat. Nonetheless, it is a cheap, fun motorcycle with a bit of soul. Nothing wrong with that, no?

  • Ducati Kid

    SL,

    BENELLI’S ‘Tornado’ Triple’s?

    They featuring SUCKER Fans and large, flanking Snorkel Tubes thus inefficient by design.

    Agree with you, revise the intended motorcycle as required!

    Surprisingly a 1-4 or 1/2 Fairing prevents ‘Wind Blast’ effects felt by riders.

    Excepting Daytona :-)

  • C’mon Man

    It’s chicken and egg with the Superbike and Monster/Scrambler. Superbike/Racing help sells the cheaper bikes in volume which help offset the development of SBK and racing.

    Eric Buell never figured that out.

  • tony

    so i popped thru my local to check on a tuono they had for sale on the innerwebs. was making a beeline for that, peripherals off. and i swear to goodness, had this thought…”what are all these xr1200 fake dirt trackers doin hangin around ?”

  • Mitchel Durnell

    I could definitely see an FZ-07 that had plastics covering the aggressive frame bits, that would make it look more like an old Yami 350 selling pretty well.

  • Craig, when I wrote that article, I knew full well what the Scrambler would do to Ducati sales. Even if the Scrambler sells a million bikes for Ducati, if the other models don’t see a bump, I’d still call Ducati’s success flat-lined.

  • gordon strickland

    I completely fail to see what point you’re trying to make. the cheapest model (scrambler in this case) has higher margin compared to the high-end model, true for many industries. Besides that, racing incurs bills to pay, not the other way around…So, all I see are chickens I guess..

  • Tall Jones

    “This is the type of bike you can just throw a helmet on and head to the coffee shop or zip around town. Not like our other bikes (motioning to the Panigale) where you’ll need full leathers every time you get on them.” – A Seattle Ducati sales guy told me this at an event a few months back whereupon I threw up in my mouth a little, gave him a blank stare, and found someone else to talk to. The BS marketing that they slung around has completely turned me off. I’m glad it’s selling well, but I certainly hope that people buying this as a first bike are getting into motorcycling with their eyes wide open about the risks.

  • Ryan Donahue

    While said salesguy might have been a bit obtuse, he’s not wrong. And it’s why I like it. It’s a simple, fun motorcycle for both new riders and experienced riders. Ducati has always been a lifestyle brand, particularly in the last decade or so. It shouldn’t be a surprise that Ducati is doing so with a heavy hand for the Scrambler. It seems that it’s not the lifestyle of many Ducasiti.

  • Ducati Kid

    DrtRdr,

    AGREE!

    Replace Iwata’s existing ‘FZ-07’ with an attractive ‘FS-07’ Sport model as shown below in concept form.

    Dirt usage?

    A ‘FD-07’ Dirt model suitable for Scramblers and as homage to Yamaha’s historic Flat Track success.

    Let’s hope the ‘FJ-07’ Adventure model fares better than it’s ‘FJ-09’ breathern.

  • Piglet2010

    But the Scrambler shares the same distribution channels as other Ducati bikes, no? Unlike say Indian, where existing Polaris/Victory dealers had to get a new franchise agreement (and meet specific Indian standards) if they wanted to sell the bikes, rather than being an addition to the existing dealers lineup.

  • Piglet2010

    Suspension, fueling, and seat need improvement? Sounds like the Modern Classics Bonnie (I still like mine, but realize it could be significantly better).

  • Piglet2010

    Well, I would ride a Scrambler in armored motorcycle jeans and hoodie – a Panigale too if it was just around town.

  • Piglet2010

    Hey now – the Sportster was a good motorcycle – in 1960.

  • crshnbrn

    High-end models tend to yield higher margins which are often used to subsidize entry-level models which usually sell in higher volumes, but do good to break even.

  • Daimyo

    “I’ll see myself out.” i actually laughed out loud.

    But I agree with you, the marketing is disgusting (a BRANDED SHOP RAG!?!??) but apparently has had little to no negative impact as everyone I know who’s sat on one or taken one for a ride has had good things to say.

    Ducati’s marketeers may be over the top but as far as the bikes design and execution is concerned it does appear that they nailed it.

  • Tall Jones

    That’s kind of my point Piglet, and why I was annoyed with the sales guy. What difference does the bike make? You can go fast enough to lose skin on either, and you can get hit by a car on either. Wearing full gear or not full gear is a choice independent of the machine. Maybe it doesn’t rub others the wrong way, but it did for me, that’s all.

  • Ryan Donahue

    That’s fair. I’ll hazard a guess and say that the Scrambler is probably more pleasant to tool around town on than the Panigale, for a number of reasons.

  • Ryan Donahue

    Yah, I find the Scrambler branded helmet and matching googles, well … dumb. I’ll keep my full face, thanks. I do like the look of some of the apparel, but not at the prices asked.

  • Pedro Ferreira

    Budget bike anywhere else in the world!!! Except where I live (Macau). Here they are selling it for $11.000 USD. Almost the same price as the Monster…
    Shame.

  • Brian Bowie

    Here in Singapore its around SGD 30k, or USD 22.5k