Motorcycle Types Cruiser Ducati North America | Another Yearly Sales Record

Ducati North America | Another Yearly Sales Record

The 2013 Ducati 1199 Panigale R

2012 Ducati North America Retail Sales Report

In January of 2012, Ducati North America’s General Manager Dominique Cheraki discussed the Bologna-based company’s new retail-identity program.

This initiative, which was discussed following a record-breaking year (2011) of sales in North America, aimed at enhancing the Ducati customer experience.

Speaking of the retail-identity program, Cheraki said “the introduction of the retail identity program demonstrates Ducati’s commitment to its core brand values, while building a complete and seamless shopping experience for customers.

“We are dedicated to a continual investment in the functional and emotional quality of our products, as well as the premium retail experience.”

The 2013 Ducati Multistrada S Granturismo

And this experience apparently worked. For 2012, Ducati North America reported earning its highest sales year in the company’s history, with a record of 10,883 motorcycles retailed.

Though the entire motorcycle industry experienced marginal growth in 2012, Ducati North America says its sales increased 21 percent over 2011. Each North American region increased to arrive at this number – USA by 21 percent, Canada by 25 percent and Mexico by 7 percent.

With this new yearly sales record, Ducati North America also achieved its 10th consecutive quarter of increased sales, which further solidified North America as its number-one global market.

But it wasn’t only positive numbers regarding motorcycles; Ducati’s line of apparel and performance accessories also reached new sales records, growing 42 percent in 2012 over 2011.

Cristiano Silei (CEO, Ducati North America) says: “Ducati’s new all-time sales record and the consistent growth in all North American markets confirm our customers’ extremely positive response to our products and marketing programs. We are fully geared to continue this growth in 2013 with many highly-anticipated new products and our strongest dealer network to date.”

The 2013 Ducati Hyperstrada.

Much of Ducati’s success is due to its wide-range of offerings in 2012, including its all-new 1199 Panigale superbike, the middleweight Streetfighter 848 naked, the Diavel cruiser, the Multistrada tourer, and the flagship Monster, which celebrates its 20th anniversary in 2013.

Ducati further added to its lineup for 2013, offering a redesigned Hypermotard family that features an all-new 821cc Testastretta 11-degree engine and the Hyperstrada, a touring version of the Hypermotard. Ducati also released a Multistrada S Granturismo, the Diavel Strada, which adds some touring capabilities to the cruiser, and the 1199 Panigale R.

With these new offerings, and the continuation of its retail-identity initiative, Ducati North America is likely en route to another year of record-sales growth.

Ron Lieback
Ron Lieback
One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling. He is also the author of "365 to Vision: Modern Writer's Guide (How to Produce More Quality Writing in Less Time).

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