Photo: Ducati
Sales have been up a mere 2% for Ducati in 2014 as official sources mention, but this was enough to write down another record year in the books of the Borgo Panigale manufacturer. 2014 is thus the third year in a row with Ducati posting record sales volumes, and a very inspirational 5th year with an ascending trend.
Since Audi bought Ducati in the spring of 2012, the Italian manufacturer has accelerated the growth rate, even though the market fluctuates quite a lot. In 2014 Ducati sold 45,100 bikes, and the growth is attributed to the introduction of new models, basically the all-new Monster 1200, Monster 821 and the 899 Panigale.
The sales in the Monster family rose by a whopping 31 percent as the Monster bikes represent the best-selling Ducati machines for 2014, as well. Ducati sold 16,409 monsters, proving that the line-up still has a very solid potential in all the markets around the world. The Superbike family has also grown at a rate of 74% for the 899 Panigale, and an overall 12 percent sales improvement for the entire segment. No less than 5,806 899 Panigale bikes have been sold to final customers in 2014.
On the weird side, sales in Italy have dropped 14% in 2014 (4,284 units), partially compensated by growth in other markets, such as the UK one who went up 16%. Overall, Ducati sold 3 percent less bikes in Europe in 2014, and this is believed to have happened because of the still frail economic conditions in certain countries.
In Asia Ducati has fared much better, almost doubling the sales in China (97 % up), contributing to an overall sales volume increase of 11 percent in the region. Thailand also recorded 22% more Ducati bikes sold in 2014, while the Australian market was also 13% up.
It will be interesting to see how Ducati sales will evolve this year, after the all-new Scrambler models start shipping. In an effort to improve the business, Ducati came up with the revised version of the ‘70s Scrambler, which is now offered in four versions and which was also received very warmly. The Scrambler is also one of Ducati’s cheapest bike, with the base model retailing in Europe at €8,340.
The sales in the Monster family rose by a whopping 31 percent as the Monster bikes represent the best-selling Ducati machines for 2014, as well. Ducati sold 16,409 monsters, proving that the line-up still has a very solid potential in all the markets around the world. The Superbike family has also grown at a rate of 74% for the 899 Panigale, and an overall 12 percent sales improvement for the entire segment. No less than 5,806 899 Panigale bikes have been sold to final customers in 2014.
The US is Ducati’s top market
In 2014, the US has retained the status as Ducati’s most important market, even though the sales volumes have been stagnant compared to 2013. 8,804 units have been sold in the US in 2014, while other markets across the Atlantic have also been growing, such as Brazil, with a solid 74 percent growth rate and Mexico, with 8% more sales. One of Ducati’s main advantages in Brazil was the expansion of the business with local CKD (complete knock-down kit) production and the new dealerships in the country.On the weird side, sales in Italy have dropped 14% in 2014 (4,284 units), partially compensated by growth in other markets, such as the UK one who went up 16%. Overall, Ducati sold 3 percent less bikes in Europe in 2014, and this is believed to have happened because of the still frail economic conditions in certain countries.
In Asia Ducati has fared much better, almost doubling the sales in China (97 % up), contributing to an overall sales volume increase of 11 percent in the region. Thailand also recorded 22% more Ducati bikes sold in 2014, while the Australian market was also 13% up.
It will be interesting to see how Ducati sales will evolve this year, after the all-new Scrambler models start shipping. In an effort to improve the business, Ducati came up with the revised version of the ‘70s Scrambler, which is now offered in four versions and which was also received very warmly. The Scrambler is also one of Ducati’s cheapest bike, with the base model retailing in Europe at €8,340.
Google News