Motorcycles

Published on January 15th, 2021 | by Joshua Chin

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Ducati Sales Dropped by 9.7% Globally In 2020

A total of only 48,042 Ducati bikes were sold over the last 12 months. 

It looks like the economic impact of the ongoing coronavirus pandemic has not only impacted automakers, but motorcycle manufacturers too, as Ducati recently posts an annual sales figure of only 48,042 bikes in 2020. 

Mainly attributed to the pandemic-induced seven-week halt in production during its peak period of March and April last year, sales of the Italian motorcycle marque in 2020 represents a 9.7% drop when compared to its 2019 figures. Nevertheless, there is some good news to come out from Ducati has managed its best ever six-month sales period in the latter half of last year. 

Delving deeper into its sales statistics, Ducati has saw an impressive 26.2% growth in sales in China. Now its forth largest market, a total of 4,041 bikes were sold there in 2020. 

Continuing on the topic of growth by region, Ducati also witnessed similar increase in sales of its bikes in 2020 in Germany (+6.7%) and Switzerland (+11.1%) from 2019. To add to that, the Italian motorcycle marque has also managed to shift 7,100 units in its home market over the last year. 

Of the entire model range, the Streetfighter V4 emerged as the top seller with 5,730 units delivered worldwide. The Scrambler model line meanwhile was the best-selling family within the Ducati lineup, selling 9,265 bikes in 2020.

Aside from these minor triumphs with its production models, Ducati had its fair share of successes too in the racing scene. The most notable highlight of which being its clinching of the World Constructors’ crown in the 2020 MotoGP championship. 

Looking ahead in the coming months of 2021, Ducati has already touted the largest portfolio it has ever observed at the beginning of a year. According to the motorcycle maker, this high demand for its bikes is due to ‘a product range is more complete than ever’.

To that end then, the motorcycle manufacturer has already begun first deliveries of its technologically-advanced Multistrada V4, the first bike in the world with front and rear radar. Additionally, Ducati dealers worldwide will soon begin taking orders for a whole host of new bikes for 2021. These new bikes include the Panigale V4 SP, the SuperSport 950, the Monster and the Ducati Scrambler Night Shift. 

PRESS RELEASE: Despite the complex global situation and the seven-week halt in production right at the peak period of the season that heavily impacted the first six months, Ducati Motor Holding concluded 2020 with a record second half.

Thanks to the results obtained from July to December, Ducati was able to deliver a total of 48,042 bikes in 2020, limiting the sales differential compared to 2019 to -9.7%. This is a significant result if we consider the impact of the pandemic and the forced closure of the Ducati factory between March and April.

The growth trend that has characterized the brand in recent years in China continues, with 4,041 motorcycles sold (+26%), and the country thus becomes the fourth largest market for the Borgo Panigale company. An increase in sales compared to 2019 was also recorded in Germany, with 5,490 units (+6.7%), and in Switzerland (+11.1%). Italy is the first market in the world with 7,100 units.

“2020 was a complex year in many ways and a whole new challenge for everyone in the world. Inevitably, it ended in a different way than we would have liked, but Ducati was able to make the most of the recovery trend of the two-wheel market that began in June, achieving an excellent second half of the year with a result that was better than we had expected back in March. By redefining working methods and processes we managed to maintain the safety of our employees, to stay close to the fans and to consolidate the Ducati brand in the world by growing in some markets such as China. We also won the Constructors’ World Title in MotoGP for the second time in our history”, said Claudio Domenicali, Ducati CEO.

Despite the global situation, 2020 was characterized by the conquest of the MotoGP Constructors’ World Title, the continuation of the process of strengthening the sales network, the opening of the new Australian subsidiary and the start of production of one-off limited series such as the Superleggera V4 and the Diavel 1260 Lamborghini.

The Streetfighter V4 was the best-selling model with 5,730 units while the Ducati Scrambler was the best-selling family with 9,265 bikes. Ducati Scrambler is a world full of freedom, joy and self-expression. The “Land of Joy” marks a return to the true essence of motorcycling, guaranteeing accessibility and fun in complete safety.

“The final part of 2020 was characterized by an excellent second half, which allowed Ducati, with 48,042 bikes sold, to recover part of the sales gap formed in the first months the year. The company confirmed its growth trend in the markets of China, Germany and Switzerland, recording better numbers than in 2019”, added Francesco Milicia, Vice President and Global Sales Director Ducati. “During 2020, Ducati also committed to supporting its sales network all over the world, developing the Ducati Cares program, which allowed Ducatisti to be able to return to visit their trusted dealers in complete safety, or to interact digitally to book an appointment or evaluate the purchase of a motorcycle remotely. All without halting the expansion process that continued with the opening of new dealerships and the new Australian subsidiary”.

Ducati Cares_2020

The positive trend that distinguished the end of 2020 allows a solid Ducati to look to the future with optimism and confidence. For 2021, the product range is more complete than ever, and the interest of enthusiasts was immediately reflected in an order portfolio that is the largest ever observed at the beginning of the year. The first deliveries of the Multistrada V4, the first motorcycle in the world equipped with front and rear radar, have already begun and, in the coming months, Ducati dealers will also receive the other new bikes of the 2021 Model Year, including the Panigale V4 SP, the SuperSport 950, the Monster and the Ducati Scrambler Night Shift.

“We are starting 2021 with the certainty that we have an increasingly complete range that is careful to meet the needs of different types of motorcyclists. The new products have led to a very positive order portfolio at the beginning of the year and this is a clear sign of the appreciation of our fans. Motorcycles like the new Multistrada V4, which with its technology marks a new milestone for the world of two wheels, or the Monster, which represents all the essence of Ducati in the most compact, essential and lightest form possible to have fun every day. Even the upcoming racing season will see us participate with a group of young and talented riders, who are helping us to look to the future with optimism and a constant desire to improve”, concluded Claudio Domenicali, Ducati CEO.

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About the Author

Automotive journalist. Professional work on dsf.my and automacha.com. Personal writing found at driveeveryday.me. Instagram: @driveeveryday



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