We teased the news a little bit in our A&R Pro coverage of the EICMA show, but the one missing element in Ducati’s Milan presentation was its sales figures from the 2018 model year.
There is good reason for their absence though, as Ducati’s successive record years of sales are about to be no longer.
With Audi releasing its quarterly report, we can now see why, as the Italian motorcycle brand sees its deliveries to customers down 3% for the third quarter of this year – down 6.3% so far for 2018.
While the motorcycle market in the United States continues to struggle in 2018 (despite gains in consumer spending), things across the pond are doing substantially better.
This news comes from the European Association of Motorcycle Manufacturers (ACEM), which is reporting an 8.2% increase in motorcycle registrations in Europe during the first nine months of 2018. This trend was additionally buoyed by the third-quarter registration results from 2018, which are up 10.4% over Q3 2017 figures.
Another sales quarter, and another report of dwindling sales from Harley-Davidson. The details of the news are the same as well, as sales in the United States continue to disappear, while sales abroad improve modestly.
As such, Harley-Davidson is reporting a 13.3% sales drop on motorcycle retail sales in the United States (36,220 units), with international sales up 2.6% (23,006 units), both compared to Q3 2017. This means that Harley-Davidson’s total sales are down 7.8% for Q3 2018, with 59,226 units sold.
Comparatively, the relative market for Harley-Davidson (bikes 601cc or more in displacement) were down in sales for Q3 2018, to the tune of 9.8% – though we should note that the Bar & Shield brand accounts for roughly half of this relevant market.
Things are not well at Yamaha Motor USA, and over the coming days you are going to read a number of reports from us about Yamaha and its US operations.
Before we dive into the multitude of issues that the Tuning Fork brand faces here in the United States though, we wanted to first talk about Yamaha’s crashing sales, because that best frames the company’s entire situation, and is the basis for the other stories that concern the brand.
Now halfway through 2018, Yamaha sales big bike sales (500cc and up) are down a staggering 19% for the last 12 consecutive months, compared to the same previous 12 months before that.
To put that figure into perspective, the big bike market in the USA is down roughly 8% over the same time period, though that figure is due mostly to Harley-Davidson, which accounts for half of the American bike bike market.
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.
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.
Energica Motor Company S.p.A is reporting record sales results for the first-half of 2018, though the Italian brand is mum when it comes to disclosing actual sales numbers.
Thus making this a nebulous announcement, Energica says that its revenues have increased five-fold in the first half of 2018, compared to the same time period last year.
Sales are so good in fact, Energica says that the first six months of 2018 have already grossed twice as much as 2017 in its entirety.
With many doubting the sales efficacy of Energica and its three-bike lineup though, this news might not carry considerable weight. To its credit though, Energica has been making a strong sales push in 2018, thanks largely to its involvement in the MotoGP Championship.
Episode 78 of the Two Enthusiasts Podcast is out, and in it we talk about an omnibus list of topics.
As such, the show begins with some racing news, both for the Isle of Man TT and for the World Superbike Championship, with a conversation about Bosch’s safety thruster technology stuffed somewhere in-between those topics.
The conversation then turns to some timely news, namely the continued rumors that Honda is readying a V4 superbike, MV Agusta is building a Moto2 bike, Ducati will return to Pikes Peak, and Alta Motors entering the Erzberg Rodeo.
We then shift gears into a long conversation about the rising trend of motorcycle fatalities, when compared to total on-road vehicle deaths.
The show finishes with a look at how profitable halo superbikes can be for motorcycle manufacturers, and how that could be the future of sport bike sales.
You can listen to the show via the embedded SoundCloud player, after the jump, or you can find the show on iTunes (please leave a review) or this RSS feed. Be sure to follow us on Facebook and Twitter as well.
We hope you will join the conversation, and leave us some audio comments at our new email address: firstname.lastname@example.org.