Ducati’s been on a streak of growth for the past seven years. 2016 was profitable with a reported 1.2% increase of bike sales from the “Red Planet” numbering 55,451 motorcycles delivered after 2015’s number of 54,809.
Sales of the power cruising XDiavel reached 5,200 units in 2016 while the Multistrada and Hypermotard families saw growths of 16% and 15% respectively compared to the previous year. The expanded Scrambler brand sold 15,500 bikes with the help of the smaller displacement Sixty2.
“In addition to a new sales record, 2016 saw consolidation of the considerable increase in volumes achieved in 2015, thanks also to the introduction of the Scrambler brand. This growth demonstrates the strength of both range and brand and, above all, the solid performance of the global sales network,” said Andrea Buzzoni, Ducati Motor Holding’s Director of Global Sales and Marketing.
The USA solidified itself once again as Ducati’s largest market. Bikes sold in the US totaled 8,787 in 2016. For Europe, Ducati saw a 38% increase in Spain, 20% in Italy, and 8% in Germany. "Results on the Italian market have been significant. Thanks to 20% growth in 2016 — and an excellent 84% over the two-year period 2015/2016 — Italy is again the second most important market, after the USA and ahead of Germany,” continued Buzzoni. In South America, the Ducati brand flourished with sales up 36% in Brazil and a 219% explosion in Argentina. China more than doubled its purchases of Ducati motorcycles with a 120% climb.
Ducati sells its bikes to 90 countries all over the world, employs 1,594 people, and now boasts 783 centers for global sales and assistance. For 2017, the company has adopted a new motto: “More than Red — Evolution never stops.” The color red has been iconic for Ducati, a tribute to Italian passion imbued with high performance. According to the website, Ducati will continue to aspire towards “an ever-expanding product range that includes more accessible, differentiated motorcycles and an unprecedented range of services.”
Already announced for 2017 is an updated Monster family that will include the 1200 and 797. The Ducati SuperSport, Multistrada 950, and 1299 Superleggera have already been unveiled. This year, Cafe Racer and Desert Sled versions of the Ducati Scrambler will also be released onto the road.