Industry

Ducati sales remain flat in 2019 despite dealer expansion

Ducati posts a tiny improvement in annual sales with a 0.4% growth in 2019 compared with 2018 despite opening 54 new dealerships globally

Ducati has announced a minor improvement on 2018 in new sales figures for 2019 with 53,183 motorcycles finding new homes last year.

The Italian marque is in the midst of a new model offensive that saw the new Ducati Panigale V4 R, Multistrada 950 S, Hypermotard 950 and Diaval 1260 join the ranks but while they individually made an impact in their respective ranges there will little movement overall.

In 2018, Ducati shifted a total of 53,004 bikes meaning 2019’s figures represent a 0.4% increase.

This comes despite a major network development plan being implemented with 54 new dealerships across 20 countries.

Nonetheless, Ducati reported strong gains in burgeoning markets with double digit growth in China and Brazil, plus an upward trend in its largest Italian segment. However, sales slipped by 2% in the United States, reflecting a general decline in the industry.

Having added the V4 R to its Panigale line-up in 2019, Ducati claims 1 in 4 Superbikes sold last year came out of Bologna.

“2019 was a tough but also rewarding year. We're working to make Ducati the world's most desirable motorcycle brand", stated Claudio Domenicali, CEO of Ducati Motor Holding, "and the results we're achieving, the development of the range and the market response all confirm we're on the right track. On today's global market, one in every four superbikes is now a Panigale.

“The technical content we've transferred from the R version and our extensive racing experience to the V4 2020 range ensure this bike remains the category benchmark. What's more, order books for the new Streetfighter V4 are bulging - more than 1,700 are already on order - and deliveries will begin in March 2020."

"We're satisfied with the results achieved in 2019,” added Francesco Milicia, Global Sales VP. "Over the last twelve months a major network development plan has been implemented, with 54 new dealerships in 20 countries. This expansion plan will continue this year in order to further improve the world-wide network coverage and offer our fans a growing premium experience."

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