Ducati corner more of the market

Ducati achieved a new sales record in 2014, having put 45,100 bikes into the hands of new customers – 2% more than in 2013.

It’s the fifth year of growth for the Italian icon, which is now under the ownership of German car giants Audi. The increase appears to be the result of a mix of new product launches, and greater dealer coverage around the globe.

Monster family sales rose by 31%, with 16,409 new bikes sold, while the superbike family – mainly with thanks to the 899 Panigale – recorded overall growth of 12%, with a total of 9,788 bikes sold in 2014.

North American sales were steady, but Mexico experienced 8% growth, while sales in South America increased considerably, especially in Brazil (+ 74%, 1,174 bikes sold); this was achieved thanks to considerable expansion of the dealership network in that country and the market introduction of the full model range, with bikes imported in knocked down state, then rebuilt in Brazil. 

In Europe though, sales slowed a little (-3% with 19,743 bikes), although sales in the UK experieed double-digit growth (+16% with 2,742 bikes).

Double-digit growth was also seen in Asia, where Ducati achieved an all-time sales record (+11% with 5,787 bikes). Performance was particularly strong in Thailand (+22% with 3,057 units) and China where sales volumes, with respect to 2013, almost doubled (+97%).

Ducati also succeeded in boosting sales in Australia (+13% with 2,132 bikes) and strengthening its performance in Japan (+1% with 2,558 units).