It has been another highly successful year for Ducati in 2015 with the Italian marque selling a total of 54,800 machines – a sizable increase of 22 per cent over 2014. And it’s not going to stop there with Ducati poised to release the highly anticipated XDiavel, plus a learner approved version of the Scrambler.
“The record sales of 2015 are the result of our company’s courage and skill”, stated Claudio Domenicali, CEO of Ducati Motor Holding. “Ducati closes 2015 with record volumes and also a substantial growth of 22% over 2014. During the year Ducati not only launched successful new motorcycles, but also a new brand, Ducati Scrambler,
which immediately won global acclaim with over 16,000 sales worldwide.”
“This impressive performance, a landmark one for Ducati, confirms the soundness of the strategy of expansion and consolidation in global markets and highlights the energy and professionalism of the over 700 dealers who cover no less than 90 countries”, commented Andrea Buzzoni, Global Sales and Marketing Director of Ducati Motor Holding. “Such growth confirms, in the vast majority of countries, the validity of both our products and our strategy: indeed, for the first time in Ducati’s history, one of our bikes, the Ducati Scrambler, made it into the ‘Top 10’ list of the world’s best-selling bikes”.
China was the biggest growth market for Ducati with an increase in sales of 54%, although that was coming off a moderately small base. But even traditional markets of Europe and the US saw big sales boosts with a whopping 53 per cent jump in Italy, 37 per cent in the UK and 24 per cent in Germany – BMW’s home field. In Australia, sales rose 10 per cent and an impressive 26 per cent in New Zealand.
Not surprisingly, the biggest seller was the all new Ducati Scrambler, with the firm struggling to keep up with demand initially – a total of 16,000 Scramblers were sold or nearly a third of total Ducati sales. That would suggest a bit of cannibalization of Ducati’s own product – particularly the Monster range of bikes, although the new Monster 821 still managed to sell 6,500 units.