Photo: Ducati
At Ducati, 2015 will be remembered as one of the most prolific years in the entire history of the brand. The manufacturer of Borgo Panigale posted record sales even before the year ended and passed the 50,000 unit sold milestone even before mid-November, when we had an exclusive interview at EICMA.
Better sales were, of course, expected through the end of the year especially as Ducati introduced new models at the Milan show, including the Multistrada 1200 Enduro and the amazing XDiavel cruiser.
Ducati's most recent record translates to 54,800 motorcycles sold in 2015. The 9,683 extra bikes represent a whopping 22% increase over the 2014 figures. The solid sales growth of the Italian manufacturer comes from the bold decisions made in the market, namely the launch of more models addressing a wider customer pool, and the new brand, Ducati Scrambler.
We knew that the Scrambler quickly became the best-selling bike in Italy shortly after its introduction, and we were expecting it to have a major impact on Ducati's year-round sales. And, so it did, with the Scrambler accounting for more than a third of the sales.
With the Scrambler selling like hot cakes in Italy, it's easy to figure out that Ducati's home market recorded the biggest growth. In Italy, Ducati sales grew by a whopping 53%, with UK sales up 37%, Germany 24% and France 22%.
Sales in the US went up 14%, the same as the overall growth in the Asian Pacific region. However, the Chinese market saw a 46% increase in sales, demonstrating once more the strength of the country as a player in the motorbike industry.
Worldwide, the US remains the largest market in terms of Ducati unit sales, with Italy in the second position, followed by Germany, France and the UK.
“This impressive performance, a landmark one for Ducati, confirms the soundness of the strategy of expansion and consolidation in global markets and highlights the energy and professionalism of the over 700 dealers who cover no less than 90 countries,” Andrea Buzzoni, Global Sales and Marketing Director of Ducati Motor Holding, says.
Ducati's most recent record translates to 54,800 motorcycles sold in 2015. The 9,683 extra bikes represent a whopping 22% increase over the 2014 figures. The solid sales growth of the Italian manufacturer comes from the bold decisions made in the market, namely the launch of more models addressing a wider customer pool, and the new brand, Ducati Scrambler.
We knew that the Scrambler quickly became the best-selling bike in Italy shortly after its introduction, and we were expecting it to have a major impact on Ducati's year-round sales. And, so it did, with the Scrambler accounting for more than a third of the sales.
More than 16,000 Scramblers sold worldwide
Ducati sold over 16,000 Scramblers worldwide, so we can say that this model was the main engine that drove Ducati's glorious year. Next in line, also as expected, sits the new Multistrada 1200, with more than 8,000 units sold around the world, followed by the Monster 821, with around 6,500 unit sold. Next in line were the 1299 Panigale, 899 Panigale, and the Diavel.With the Scrambler selling like hot cakes in Italy, it's easy to figure out that Ducati's home market recorded the biggest growth. In Italy, Ducati sales grew by a whopping 53%, with UK sales up 37%, Germany 24% and France 22%.
Sales in the US went up 14%, the same as the overall growth in the Asian Pacific region. However, the Chinese market saw a 46% increase in sales, demonstrating once more the strength of the country as a player in the motorbike industry.
Worldwide, the US remains the largest market in terms of Ducati unit sales, with Italy in the second position, followed by Germany, France and the UK.
“This impressive performance, a landmark one for Ducati, confirms the soundness of the strategy of expansion and consolidation in global markets and highlights the energy and professionalism of the over 700 dealers who cover no less than 90 countries,” Andrea Buzzoni, Global Sales and Marketing Director of Ducati Motor Holding, says.
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