For our A&R Pro readers, we are debriefing the biggest stories from the 2018 EICMA show in Milan. As such, we start with Ducati.
Is Ducati thinking about making a 300cc sport bike? Is it going to do so in India? With Hero MotoCorp? That is the talk of the motorcycle industry today, though this isn’t the first time that this idea has been floated in the two-wheeled rumor mill. The reason this rumor keeps coming around is that Ducati seems to be one of the last motorcycle brands really to adopt the small-displacement motorcycle strategy. Motorcycle manufacturers are continuously investing in motorcycle models that would sell well with entry-level riders or in developing nations. This has lead to a boom in motorcycles that that are under 400cc – most of which are produced in Asia, though also sold in the western markets.
More doom and gloom for the motorcycle industry, as Ducati Motor Holdings sales are slumping for the 2018 model year. Selling 32,250 motorcycles so far this year, the Italian brand is short 7.4% the volume it sold this time last year. To translate unit sales into fiat currency, the 32,250 motorcycles sold equals €448 million in revenue going into Audi’s coffers. Of note, Ducati’s revenue contribution to Audi AG accounts for 1.4% of the automaker’s total revenue. For the second quarter of this year, Ducati sales were down 8.9% compared to Q2 2017. This means that 20,319 Ducati motorcycles were sold in Q2 2018, compared to the 22,300 sold in Q2 2017. All segments for Ducati are down, except for its “Sport” category (SuperSport and Superbike models), which is up 29%.
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.
Bigfoot. Nessie. Roswell…these are the great myths of our time. In the motorcycle industry, we can add another one to the list: a scooter from Ducati. It has been often talked about in enthusiast and media circles, and it has often been denied by Ducati’s higher-ups.
Today we get some news from Ducati that a scooter is on the way, and more, as Edouard Lotthé (Managing Director of Ducati Western Europe) confirmed not only a Ducati scooter project, but also Ducati’s electric future, in an interview with France’s Moto-Station.
We have already reported on how Ben Spies is trying to put together a superbike comeback, with an eye on the 2018 MotoAmerica Championship. There is a long road from here to there though, and the biggest hurdle for the American road racer is finding a ride.
Talking to Ducati Sporting Director Paolo Ciabatti, Morrison (that handsome devil) reports that Ducati is prepared to help the Texan…if he can foot the bill.
A bit of news that has gone under the radar: at the Frankfurt Auto Show, Volkswagen Group Chairman Matthias Muller dropped a bombshell, saying that the German company’s house of brands would all have a fully electrified lineup of vehicles by 2030 – at the latest. The initiative is called Roadmap E, and while Volkswagen is focusing mostly on it automotive holdings, the Germans have made obvious signs that they are including their Italian motorcycle company, Ducati, in this push to go electric. The most obvious indication comes from the company’s press statement. In it, the Volkswagen Group says that by 2030 “there will be at least one electrified version of each of the 300 or so Group models across all brands and markets.”
A couple days ago, we told you that Ducati would be making the updated electronics package on the 2017 Ducati 1299 Panigale, called DTC EVO, available to 2015 and 2016 Panigale owners. The software update lets the Panigale take full-advantage of the inertial measurement unit (IMU) that is onboard, letting the traction control not only manage wheelspin, as it does on the 2015 and 2016 models, but also allowing it to control how much rear-wheel slide is allowed, as on the 2017 machine. While DTC EVO is standard on the 2017 model, the software wasn’t developed in time for the earlier 1299 Panigale models. Thankfully, it is an easy feature to add retroactively. Unthankfully though, Ducati is charging a pretty penny for the update: $565 MSRP.
The hits keep on coming, in terms of Volkswagen’s plans (or non-plans) to sell its Italian motorcycle manufacturer, Ducati Motor Holding. According to the latest report from Reuters, the votes are lacking on supervisory board for Volkswagen, when it comes to selling Ducati and transmission-maker Renk. The lack of votes at the Volkswagen board isn’t a new problem, of course, with the German company’s labor unions accounting for half of the board seats, and reportedly very unenthusiastic about selling either brand. “The employee representatives on Volkswagen’s supervisory board will neither approve a sale of Ducati, nor one of Renk or MAN Diesel & Turbo,” a spokesman for VW group’s works council told Reuters this past weekend.
Americans probably can’t place the name “Rajiv Bajaj” when they hear it, though his last name should give you a clue. As the Managing Director of Bajaj Auto, Rajiv Bajaj is in charge of one of the largest motorcycle brands in the world. As we learned yesterday, Bajaj is one of the many firms vying for ownership of Ducati Motor Holding – that is of course assuming that the Volkswagen Group actually sells the iconic motorcycle brand, which is a big “if” to make. For Bajaj though, they seem fairly confident that Ducati will sell, and even more confident that the Italian brand will be part of their motorcycle portfolio. Talking to the Economic Times, Bajaj has hinted that his company was in the final stages of sealing the deal with Ducati.
Reuters continues to dish on Ducati’s possible divestiture from the Volkswagen Group, with news that several bids have been placed on the Italian motorcycle brand. Reuters says that amongst the bidders are several key brands like, Polaris, Bajaj, and Royal Enfield’s owners Eicher Motors. Noticeably absent from the list of potential buyers however was the much talked-about Harley-Davidson, a name that the same Reuters reporters first offered as Ducati’s potential future owner. Now Reuters offers us another name as the likely front-runner, pointing to Italy’s Benetton family (as in, the United Colors of Benetton), which has reportedly submitted a bid of $1.2 billion, through its investment arm Edizione Holding.