2019 was a positive year for Ducati as the Italian motorcycle manufacturer managed to delivered 53,183 (compared to 2018: 53,004 units) bikes to customers all over the world. This also see Ducati recorded a global growth of 1.4%. With the 2019 sales records, this makes a record of sales to remain above 50,000 units for the fifth consecutive year for Ducati. Certainly not an easy feat considering the motorcycle industry is still progressing slowly worldwide for above 500 cc segment.
Turning point for 2019
Ducati said their turnover at the end of 2019 reached a staggering € 716 million (2018 turnover was € 699 million) with growth of 2.4%. The Borgo Panigale manufacturer manufacturer even declared an operating profit of € 52 million (2018 profit was € 49 million) and an operating margin of 7.2%, against 7% reached last year.
Particularly significant is the turnover per bike figure, which with about € 13,500 / motorcycle represents the highest value in the history of the company, clearly indicating the evolutionary trend of the range of products offered towards the highest and premium part of the market, fully consistent with the founding values of the brand “Style, Sophistication, Performance. Trust”.
The models most sought after: Panigale and Multistrada
Every good sales record is credited to their “hero” product and with Ducati is no less. Ducati mentioned that the Panigale and Multistrada models were their “hero” products as Panigale was the best-selling super sports bike in the world for the second consecutive year, with a market share of 25%. For Multistrada, the addition of the 950 S and the renewed 1260 Enduro to the range, recorded the highest value of motorcycles sold since entering the market in 2003.
Although it was an impressive achievement by Ducati, 2020 will remain a challenge for every brand and manufacturer as the recent outbreak has halted their plans and activity. Nonetheless, let’s hope Ducati continue on to deliver more better premium motorcycle to their customers worldwide!