Ducati North America is reporting a record year for sales, selling 12,132 motorcycles in 2015 – this number includes all Ducati sales in the USA (9,674 units, +10%), Canada (1,458 units, +12%), and Mexico (1,003 units, +85%). The news is perhaps not surprising, since Ducati sales grew globally by 22% last year, for a total of 54,800 motorcycle sold in 2015. Ducati North America’s numbers continue a six-year trend of solid sales growth, with last year’s sales being fueled primarily by the Ducati Scrambler. Ducati North America isn’t breaking down sales by machine, though it does say that behind the Scrambler, the 899 Panigale and Monster 821 were top-sellers in the region. In the USA, it says that the 1299 Panigale and Multistrada 1200 were “sales standouts” for the country.
BMW Motorrad set another record year of sales in 2015, seemingly along with all the European motorcycle manufacturers (Husqvarna, Ducati, & KTM). BMW quotes that 136,963 motorcycles and maxi-scooters were sold last year, and thankfully the Bavarian brand is fairly forthright with its sales data.
This allows us to make some interesting points of observation about BMW Motorrad, the most potent of which is the brand’s success in the sport bike market, which accounts for 16% of all BMW motorcycles sold last year.
Equally interesting is the fact that BMW’s boxer-engine machines, the R-Series, accounts for over half of BMW Motorrad’s sales (see the chart above) – a strong signal to the power of BMW’s iconic past.
In case you missed it, KTM as a company is doing extremely well, selling over 180,000 units last year. KTM the company now has two brand of motorcycles under its roof though: its namesake, and then also the Swedish brand of Husqvarna.
The latest report from Mattighofen suggests that the sales success of KTM isn’t due solely to the KTM brand, and that Husqvarna had a very strong 2015 as well.
As such, Husqvarna is reporting that it sold 21,513 units in 2015, an increase of 31% over last year’s figure of 16,337. This means that 2015 was another record for Husqvarna, the best in the company’s 112 year history.
To put it succinctly, KTM is crushing it. In 2015, the Austrian company posted another banner year, which is nothing terribly new from a European motorcycle brand; but in just a few five short years, KTM has addd over 100,000 motorcycles to its volume of production. As such, the Austrian sold 180,801 KTM and Husqvarna motorcycles in 2015, making €1.02 billion in the process. This is a 14% increase over KTM’s sales in 2014, a 18% increase in revenue, and a 26% in income (€95 million, EBIT). This also makes 2015 the first time that KTM has exceeded a billion euros in revenue, and the fifth year in a row that KTM sales have increased. According to KTM, this makes them the fastest growing motorcycle company in the world.
As expected from earlier sales reports, Ducati Motor Holding is posting a banner year for 2015. The Italian motorcycle maker says that it sold 54,800 bikes last year, a 9,683 unit (+22%) increase over the number of bikes sold in 2014. Helping break the 50,000 units barrier, the Ducati Scrambler line accounted for virtually all of Ducati’s sales growth in 2015, with over 16,000 Scrambler models sold worldwide. As we have reported before, this paints an interesting picture of what is going on behind Borgo Panigale’s walls. At a national level, we already saw the report that Ducati was on track for strong growth in the USA last year. Ducati now reports that Ducati grew by 14% in the USA for 2015. In Europe though, sales were even stronger, with the Italian market up 53%, the UK up 37%, Germany up 24%, and France up 22%.
After hearing of the sales growth from BMW Motorrad USA for 2015, we speculated that we would soon here from the German marque on its yearly results internationally, and it seems we were right. As such, BMW Motorrad is happy to report its fifth consecutive all-time best sales year, with 2015 seeing 136,963 motorcycles and maxi-scooters sold by the German brand. That figure is an impressive 10.9% gain over the sales from 2014, and BMW shows no signs of slowing down. Unlike their US counterparts, zie Germans aren’t naming which models drove that sales increase, though we can guess that it was lead by the BMW R1200GS series. The BMW S1000RR was again the best-seller in the United States, but we would be surprised to see the RR out perform the GS on a global scale.
News from BMW Motorrad shows that the Germans did quite well in the United States last year, selling 16,330 units in 2015. That figure is up 9.3% from the 14,945 units that BMW Motorrad sold in 2014, in the USA.
The S1000RR has often rivaled the BMW R1200GS for the top-billing in the US market, with the R1200GS Adventure taking 12.2% of BMW sales and the R1200GS with 11.5%, (roughly 2,000 units and 1,900 units, respectively).
With global Ducati sales up 22% in the first six months of the year, it comes with no surprise then that Ducati North America has some sales growth to report as well. Selling 6,961 motorcycles in the first-half of the year, Ducati North America is up 12% over last year’s same time period. Helping fuel that increase was an incredibly strong June, where 1,981 motorcycles sold — for a 106% growth over June 2014. “This record is the result of the hard work and dedication of the entire Ducati organization and our network of dealer partners who strive to deliver the most premium motorcycle ownership experience imaginable to our customers,” said Dominique Cheraki, CEO of Ducati North America.
Not to let Ducati have all the half-year fun, BMW Motorrad too is posting impressive sales figures for the first half of the year, with the German marque reporting a 10.5% sales increase in the first six month of 2015, compared to the equivalent time period last year. BMW has sold 78,418 motorcycles and maxi-scooters, from January to June, with sales up 31% in June alone (15,490 units) — another record month for BMW Motorrad. With last year being the best ever for BMW Motorrad, this news of course means that the German company is on-track to have another record-setting year of sales. BMW attributes this growth to economic conditions in Europe, with gains made in Italy, France, UK, Spain, and Germany.
Ducati Motor Holdings is happy to report that its 2015 sales are off to a great start: up 22% over the first half of 2014. In total, 32,600 motorcycles have been sold by Ducati since January, the most ever sold by Ducati during that time period. Ducati is also saying that 9,000 of the machines sold were Scrambler models, making the model the most popular in Ducati’s lineup by a strong margin. For reference, the sales of the other models are as follow: Multistrada 1200 (4,700), Monster 821 (3,700), 1299 Panigale (3,000), the remaining 12,000 units come from the Diavel, 899 Panigale, Hypermotard, and Monster 1200 Ducati says it grew across all of its sales territories, with the USA still the company’s #1 market, and sporting a 10% growth figure so far this year.
Harley-Davidson’s Q1 2015 sales reports are in, and the Bar & Shield brand is reporting a 1.3% drop in unit volume sales, despite posting a $4 million increase in net income over last year ($269.9 million in Q1 2015).
Equally surprising is that the increase in net income comes despite a $60 million decrease in revenue ($1.67 billion in Q1 2015), which Harley-Davidson attributes to the growing currency divide between the dollar and the euro.
Harley-Davidson is using the currency issue, which in theory drives up the cost of American products abroad and allows foreign producers to discount in the USA, as a reason to adjust its year-end sales forecast, which the company now pegs at 2% to 4%, rather than 4% to 6%.