Motorcycles

Published on January 17th, 2018 | by Daniel Sherman Fernandez

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Ducati sales not growing…..2 years in a row

Ducati has posted positive sales growth for the eighth successive year, but over the past two years, sales growth has largely been flat, with no significant big gains in sales volumes. There are no details on which models have been the bestsellers, but Ducati says the Multistrada family has garnered very good response globally in 2017. The Ducati Scrambler solidified the success of the previous two years, the Italian firm said, adding that a total of 14,061 Scrambler bikes were delivered in 2017, making ‘a significant contribution to overall sales.’

“2017 was another great year for Ducati, both commercially and racing-wise,” stated Claudio Domenicali, CEO of Ducati Motor Holding. “We battled it out for the MotoGP title all the way to the last race, won six GPs and brought home the best results since 2009. Continuous renewal of the product range and a strong focus on creating motorcycles of the utmost quality has allowed us to keep on growing despite the problems affecting the world market. I extend heartfelt thanks to all the men and women whose passion makes it possible, every day, to build these extraordinary bikes. Their work has made Ducati an emblem of Italian excellence”.

Ducati strengthened the domestic market, ending 2017 with 12% growth in Italy, delivering 8,806 motorcycles in the year. The upward trend was also evident in Europe, where Ducati increased bike deliveries by 4% to a total of 31,123. Ducati also grew in Spain, where sales rose by a considerable 28.3%. Across the Atlantic, in the USA – which remains Ducati’s biggest market – deliveries were up by 1.3%, with bike sales totalling 8,898. In Argentina, the growth rate reached a stunning 66%. In Asian markets Ducati delivered a total of 5,805 bikes, with China showing the most growth of 31% where the dealership network doubled in size from 9 to 18.

“Despite a shrinking global market, we’ve succeeded in increasing our market share. We’ve expanded significantly in both consolidated markets such as Italy and Spain and in strategic emerging markets like China and Argentina. This is thanks to a range capable of generating loyalty among Ducatisti all over the world yet also winning over new customers with models such as the SuperSport, Multistrada 950 and the Scrambler family. Moreover, the sales success of the 1299 Superleggera and 1299 Panigale R Final Edition confirm our technological and brand leadership in the high-end sport bike segment”, added Andrea Buzzoni, Global Sales and Marketing Director.

Ducati has a lot of hopes for 2018 with several new model launches slated for the year. First up will be the Ducati Panigale V4, the first Ducati factory motorcycle to be equipped with a four-cylinder engine, a direct offshoot of the Desmosedici used in MotoGP and the result of the biggest investment the company has ever made in a single product. Also new in 2018 will be the Scrambler 1100 and the Multistrada 1260, which will replace the Multistrada 1200. A new Monster 821 and the 959 Panigale Corse will add to Ducati’s new models in 2018.


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