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Record-busting year for Ducati

Published: 17 January 2017

Updated: 17 January 2017

Ducati's big-selling Scrambler range has helped the firm hit record sales figures as they wrap-up their 90th anniversary celebrations.

Delivering a record-breaking 55,451 motorcycles to customers all around the world, Ducati experienced a 1.2% increase from the 54,809 bikes they sold in 2015. The USA continued as Ducati’s top market, while Italy and Spain followed to help drive that rise in sales forward, seeing a 20% and 38% increase from 2015, respectively.

Looking further afield, Ducati saw the most drastically elevated sales in China (120%) and Argentina (219%).


“Results on the Italian market have been significant,” says Claudio Domenicali, CEO of Ducati Motor Holding. “Thanks to 20% growth in 2016 - and an excellent 84% over the two-year period 2015/2016 - Italy is again the second most important market, after the USA and ahead of Germany.”

When looking at the positive trend of Ducati’s sales, their success in 2016 shouldn’t come as a surprise. “Ending the year of our 90th anniversary with yet another record is a source of immense pride and satisfaction,” added Domenicali. “2016 was the seventh consecutive growth year for Ducati, clearly confirming the soundness of the Bologna-based group's strategy and skills.”

To ensure that upward seven-year trajectory continued the popularity of Ducati’s Scrambler brand was essential, accounting for 15,000 bike sales worldwide by itself. 

Looking forward

For 2017, Ducati are adopting the motto “More than Red – Evolution never stops.” The “red” refers to “passion, performance and racing”, while “more” is referencing the upcoming growth to their plethora of bikes, such as the development of the Monster range with the new 1200 and 797.

With motorcycle sales increasing and seven straight years of breaking records for Ducati, it seems safe to say they could take another stride forward in 2017.


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