Ducati Motor Holding announced its sales results for 2019. The year saw Ducati sell 53,183 units, a slight increase from l2018’s sales of 53,004 units. But given the world motorcycle market’s malaise, Ducati did more than hold its head above water.
Popular Ducati models
For the second year in a row, Ducati’s Panigale is the world’s best-selling superbike with 8,304 units sold. The Italian brand’s Multistrada family performed admirably as well. The model saw a 3% increase in sales year over year. Ducati says the Multistrada’s sales were boosted by the addition of the 950 S Multistrada as well as a revamping of its 1260 Enduro Multistrada. In total, Ducati shipped 12,160 units of the Multistrada family. This is the model’s best performance since the machine made its debut sixteen years ago.
Italian sales were up by 20%. 2019 is the third year in a row that Italian sales saw an increase. Combined, Ducati posted a 20% increase during the three year period. Brazil (20%), China (12%), Spain (10%), and France (8%) all posted substantial gains.
Ducati did not fare as well in the USA. Sales fell 2%, but given that sales in the US were down approximately 7%, that’s actually not such negative news.
CEO Domenicali speaks
Ducati’s CEO, Claudio Domenicali said this about the brand’s 2019 performance.
“2019 was a tough but rewarding year. We’re working to make Ducati the world’s most desired motorcycle brand. And the results we’re achieving, the development of the range and the market respoinse 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 that this bike remains the category benchmark. What’s more, order books for the new Streetfighter V4 are bulging with more than 1,700 already on order”…
It’s clear that Domenicali is proud of Ducati’s 2019 performance. With a “bulging” order book for the new Streetfighter V4, that begins deliveries in March 2020, the Italian manufacturer may already have a leg up on the competition in 2020.