Ducati Posts Eighth-Straight Yearly Sales Gain…Barely

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After yesterday’s news of BMW Motorrad’s modest 1.3% sales drop for 2017, today we have another brand reporting its year sales: Ducati Motor Holding.

Like BMW, Ducati’s sales figures from last year didn’t move the needle much, with the Italian brand showing only 0.7% gain over the previous sales cycle. In total, Ducati delivered 55,871 bikes to customers worldwide, compared to the 55,451 units it sold in 2016.

This marks Ducati’s eighth year of positive sales growth, but over the past two years we have seen that growth crawling almost to a halt, as the Bologna Brand has run out of new markets to develop, and new segments to pursue.

There are highlights in Ducati’s numbers though. It’s domestic market (Italy) grew by a healthy 12%, with 8,806 motorcycles sold to customers, while recession-devastated Spain has shown recovery, with a 28% gain.

Europe as a whole grew by a modest 4%, with 31,123 bikes sold to customers.

In the US, Ducati didn’t do as well, but still showed positive growth, with a 1.3% increase in sales. This totals just 8,898 units sold, making the USA still Ducati’s #1 market, though only barely.

In Asia, Ducati delivered a total of 5,805 bikes, with the highlight being a 31% sales gain in China, where the dealership network doubled in size, from 9 dealers to 18.

“Despite a shrinking global market, we’ve succeeded in increasing our market share,” said Andrea Buzzoni, Global Sales and Marketing Director. “We’ve expanded significantly in both consolidated markets such as Italy and Spain and in strategic emerging markets like China and Argentina.”

“This is thanks to a range capable of generating loyalty among Ducatisti all over the world yet also winning over new customers with models such as the SuperSport, Multistrada 950 and the Scrambler family.”

“Moreover, the sales success of the 1299 Superleggera and 1299 Panigale R Final Edition confirm our technological and brand leadership in the high-end sport bike segment.”

The big question now is whether Ducati can show growth in 2019, as it launches its new flagship model, the Ducati Panigale V4. Ducati’s first V4 superbike, the model is a big move from Ducati’s iconic v-twin engine design.

We are only a few days away from seeing how the Panigale V4 performs on the race track, but it will be several months before we see whether or not this radical departure will mean sales success for Ducati dealerships.

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.