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%.
The second-quarter sales results from OEMs continue to roll in, and another brand is showing a decline, this time it is BMW Motorrad. Usually one of the stronger brands, in terms of yearly and quarterly growth, the Germans are reporting a 3.1% sales decline for Q2 2018.
In total, BMW Motorrad sold 51,117 units worldwide, compared to the 52,753 units it sold during the same time period last year. In terms of money, this sales drop means a corresponding 5.8% decline in revenue (€658 million) and a 6..8% decline in profits before tax (€174 million).
This is also translating into a 1.6% sales decline (by unit volume) for the first half of the year, with only 86,975 motorcycles and scooters sold to customers. This has resulted in a 10.1% revenue drop (€1,182 million), and a profit decrease of 23.7% (€196 million).
The American motorcycle industry continues to soften, as Harley-Davidson has reported its Q2 2018 sales were down 6.4% in the United States. That loss translated into a noticeable drop in Harley-Davidson’s total sales, which were down 3.6% for Q2, though it should be noted that international sales were in fact up, 0.7% over the same time period. This translates into 46,490 Harley-Davidson motorcycles sold in the USA for Q2, with 78,428 bikes sold in total around the world. For the first half of the year though, sales results for Harley-Davidson are looking even worse. For the first six months of 2018, Harley-Davidson sold 129,514 motorcycles worldwide, of which 75,799 were sold in the United States. This equates to a 5.1% drop in sales globally, with an 8.7% drop in USA sales for the first six months of 2018.
The motorcycle industry is generally full of doom and gloom this year, but BMW Motorrad continues to post record sales, as it boasts of a record first-half of the year, with 9.5% growth. In the first six months of 2017, BMW sold 88,389 units to customers, up from the 80,754 units sold in the first-half of 2016. That growth is attributed mostly to progress made on the European continent, says BMW, which is up 12.9% so far this year. Those European numbers break down as follows: France: 9,447 units (+21%); Italy: 9,099 units (+15%); Spain 5,573 units (+8%); and UK/IE 5,410 units (+14%). South America is another growth center for BMW Motorrad, with sales up 16.3% at 8,306 units. Meanwhile, sales in China were up a strong 18.8%, with 2,836 units sold.
Any hopes of the US motorcycle market making gains in 2017 appear to be going out the window, as Harley-Davidson reports that its Q2 2017 sales are down a whopping 9.3% – prompting the Bar & Shield brand to readjust its delivery numbers to dealers in the United States. Sales worldwide were equally bleak for the American company, with international figures down 2.3% for the same time period. This means Harley-Davidson’s combined worldwide sales numbers are down 6.7% for Q2 2017. As a result, Harley-Davidson CEO Matt Levatich said that Harley-Davidson would see a reduction in its workforce, though he would not offer specifics on what that could look like for its mostly union workforce.
Harley-Davidson released its second quarter sales results today, showing the Bar & Shield brand taking a dip in sales in Q2 2016.
According to its report, Harley-Davidson sales are down 1.9% worldwide, a figure that is due mostly to the company’s performance on its home turf in the USA, which are down 5.2% when compared to Q2 2015.
In fact, Harley-Davidson sales abroad saw a modest gain of 4.3%, but since the iconic American brand still sells roughly two-thirds of its units here in the United States, the sales trends here steer the company’s fate heavily.
To that tune, Harley-Davidson notes that the US motorcycle industry as a whole is down 8.6% in Q2 2016 – a fair point to make, but it is also skewed by the fact that Harley-Davidson accounts for one-in-two of every new motorcycle sold in the USA.
Confirmed at the launch of the 2016 MV Agusta Brutale 800 in Spain, MV Agusta will bring the smaller sibling to its three-cylinder Brutale line in the second quarter of 2016.
Like the new Brutale 800, we can expect the updated Brutale 675 to be fully Euro4 compliant. We would also expect the 675cc to have the same mechanical and styling changes that are found on its 800cc sibling, namely a revised chassis geometry, updated MVICS 2.0 electronics (traction control, ABS, & quickshifter), and visual changes to the headlight, exhaust, and body.
Ducati Motor Holding is reporting that it has sold over 50,000 units to customers, for the first time ever. This is a substantial improvement over the 40,650 units that Ducati delivered at this time last year, and the 45,100 units the company sold to customers in 2015.
This news is a bit of a red herring though, as the sales increase comes due almost solely because of the addition of the Ducati Scrambler line, which in the first three quarters of the year was at 13,609 units sold.
As we have reported before on Asphalt & Rubber, the sales increase being posted by Ducati is a bit of red herring with the brand. While the Scrambler line has shown strong growth for Ducati, the rest of the model lines have been weak for the year.
A Ducati on pole? Three Ducatis on the first two rows? Four Ducatis in the top ten? Cheater tire! The only logical explanation for the grid positions the factory and Pramac Ducati secured at Qatar is the fact they have the special soft tire available to them.
And that tire, we are told by everyone who is not on a Ducati, is worth a second a lap. So the grid positions of the Ducati are a travesty, right? Come the race, they’ll be rolling road blocks holding up the rest once their tires go off, right? Wrong.
This narrative, current among everyone who sees their favorite rider further down the grid than they had hoped for, bears only a very passing resemblance to the truth.
Dani Pedrosa took his Repsol Honda to 3rd on the grid.
Nicky Hayden’s new stars and stripes helmet design looks awesome.
CWM LCR Honda boss Lucio Cecchinello in discussion with Cal Crutchlow’s crew chief Christophe Bourguignon.
KTM continues to challenge BMW Motorrad as the top European motorcycle manufacturer (by sales volume), and has set a company record for sales in the first half of this year.
Selling 70,469 units in total, KTM is just shy of the 70,978 mark left by BMW Motorrad during the same sales period, so it will be interesting to see if the Austrian brand can close the gap in the final six months, as it has done the previous two years.
Friendly competition aside, the news is quite positive for KTM. The six-month sales figure represents a nearly 28% increase in unit volume, while top-line revenue is up 17.6% (€410.3 million, a record as well) and bottom-line income (EBIT) is up whopping 82.6% (€33.6 million). KTM has also increased its ranks by 204 people during the first half of 2014.