Ducati sales

2020 has been a tough year for everyone, including Ducati. Despite these dire conditions and circumstances, the Italian premium motorcycle manufacturer managed to sell 14,694 units worldwide, which is said to be their best Q3 sales ever recorded. Suck on that, COVID-19. (more…)

  • Ducati posted a 5% increase in sales for the first quarter of 2019 vis-à-vis the same period in 2018.

  • The biggest selling segments were the Hypermotard/Multistrada and Scrambler.

  • The Supersport/Superbike category saw a large drop.

Ducati posted a 5% increase in sales for the first quarter of 2019 vis-à-vis the same period in 2018.

The number equals a total of 12,541 motorcycles compared to 11,949. That’s good news considering the global motorcycle sales slump.

However, the model which drove the sales was of a surprise. The Italian manufacturer had hoped the new Diavel 1260 will drive sales in 2019, but it was the new Hypermotard 950, instead. The Hyper’ contributed an 18.6% growth. Ducati grouped the Diavel and Monster in the same “naked” category which dropped by 1.13%. The Hypermotard is in the same category as the Multistrada, on the other hand.

The other contributor is the Scrambler line-up, which saw a 14.8% increase. Ducati shored up the yellow-bike family with a slew of new models for 2019.

As for the Supersport/Superbike category, it posted a 13.5% drop after the huge success of the Panigale V4’s success in 2018.

The manufacturer is yet to launch further 2019 models. We shall see how these will do by the first half of the year.


Q1 2019

Q1 2018

% Change





Diavel / Monster




Hypermotard / Multistrada




Supersport / Superbike








Source: Audi AG

  • Ducati telah memperoleh margin keuntungan sebanyak 7% bagi tahun 2018.
  • Keuntungan itu diperolehi meskipun ketika kemerosotan global sebanyak 2.7% bagi pasaran motosikal melebihi 500cc dan kejatuhan sebanyak 9% bagi pasaran Amerika Syarikat.
  • Walaupun hasilnya berkurangan, pengeluar berkenaan berjaya menggantikan kerugian dengan penjualan model bermargin lebih tinggi seperti Panigale.


  • Ducati posted a 7% profit margin for 2018.

  • The profit was despite the 2.7% global slump for motorcycles above 500cc and 9% drop in the US market.

  • Although revenue was down, the manufacturer compensated with the sale of higher margin models such as the Panigale.

Ducati announced a 7% profit margin 2018.

The end of 2018 posted the figure despite the worldwide slump in sales for motorcycles above 500cc. The Italian manufacturer delivered 53,004 units, compared to 55,871 in 2017. That’s a 5.1% drop in a worldwide drop of 2.7%. Ducati’s sales took the largest hit in their biggest market, the US where the market dropped by 9%.

Yet, it was the fourth consecutive year in which the manufacturer had sold more than 50,0000 bikes.

Revenue in 2018 was €699 million, a reduction from €736 million in 2017, translating to an operating profit of € 49 million compared to € 51 million. The operating margin was 7% in 2018, the same as in the previous year. Ducati managed to compensate for the reduction in volume through the sale of models with higher margins, such as the Panigale line-up. (The Panigale was the best-selling sportbike in 2018.)

Ducati Panigale V4 was World’s Best-Selling Sportbike in 2018

“2018 was challenging from many points of view, but we are satisfied with our financial performance throughout a difficult year” – declared Claudio Domenicali, CEO Ducati Motor Holding – “The company is generating the resources to continue funding the development of new products which is very positive for the future.

Oliver Stein, CFO Ducati Motor Holding, added: “Financial stability is extremely important for the company in order to support the technological development programme which Ducati is currently involved in at full speed.”

The results were part of the announcement for the Audi Group’s 2018 financial year.

Ducati celebrates a record-breaking sales feat in 2016 with over 55,000 bikes sold.



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