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.
End-of-the-year sales figures are starting to trickle in, now that 2017 is behind us, and BMW Motorrad USA has completed its tally. Selling 13,546 motorcycles in 2017, BMW Motorrad is posting a rare decline in yearly unit sales, down 1.3% last year.
Despite this loss, BMW Motorrad is quick point out that other manufacturers are suffering worse than the German brand, with the industry said to be down 3.2%, while BMW’s relevant competition is said to be down 6.3%.
For those keeping score, that is basically like saying “Yeah sales were bad, but look at how much worse the other guys did” in PR speak.
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.
The saying goes that one time is a fluke, two times is a coincidence, but three times…three times is a trend. Looking at Ducati’s last three years of sales (2012-2014), which spans only a 2% margin of growth, by definition one has to conclude that the Italian company is experiencing sales stagnation. Granted each of the last three years have been record years for the Italian motorcycle company’s sales figures, but each year has been a nudging over the last. Is all of this a sign that Ducati has lost its magic, seemingly during the leadership transition from Gabriele del Torchio to Claudio Domenicali? Or is there growth to be had from the Italian brand, now that it is owned by Audi AG? We examine that thought in more detail, after the jump.
MV Agusta USA recently invited a slew of journalists down to Fontana, California in order to talk about the company’s new business plan, and to ride its current lineup of motorcycles on the infield course. This article is “Part 1” of that experience, as I wanted to separate my thoughts on MV Agusta, MV Agusta USA, and the general motorcycling climate into one story, and then have my “not-a-review” of the machines for another article. Got it? Ok, let’s go. It is probably easiest to start with where MV Agusta is as a company. MV Agusta has a started a new three-year business plan, which sees the company pushing into a full-range of motorcycles, pushing outside of its Italian boundaries, and pushing out of the “luxury” brand segment.
The Motorcycle Industry Council has tallied the numbers from 2014, and is happy to report that the US motorcycle industry grew 3.8% last year. Participating motorcycle manufacturers reported that 483,526 two-wheelers were sold in 2014, with growth across all sectors except in scooter sales. The off-road segment sold particularly well, seeing an almost 11% gain over 2013’s numbers, with 81,013 units going thru dealership doors. Dual-sport sales were up 3.6% with 34,497 units sold, while on-road sales were up a modest 3%, for 334,488 units sold. 2014 marks the fourth year in a row where the US motorcycle industry has grown, though today’s numbers are still a pittance to the industry’s figures from 2008 (pre-recession), of 879,910 units.
Just a year after being acquired by KTM CEO Stefan Pierer, Husqvarna Motorcycles posted an all-time sales record of 16,337 units. The tally is the most the Swedish brand has ever sold in its 111 year history, which is perhaps surprising considering the company’s tenuous history as of late. With those record sales, Husqvarna also posted over €100 million in revenue, a key metric for the brand, as it struggles to grow into KTM’s more exclusive and upscale counterpart. To put these numbers into perspective, Husqvarna sold 10,700 units in 2012, the last full-year where Husqvarna was under the BMW Motorrad umbrella. This means that in a two-year timespan at KTM, Husqvarna has seen 50% sales growth.
Honda is once again the top marque in the Canadian market, retaking the honor for the first time in seven years. Taking control of nearly 20% of the marketshare, Honda Canada sold 10,930 motorcycles in 2014, 10% more than its closest competitor.