Motorcycle Types Adventure / Dual-Sport 2013 Ducati Q1 Sales Down 5.2% Under Audi Ownership

2013 Ducati Q1 Sales Down 5.2% Under Audi Ownership

2013 Ducati Q1 Sales Report

For anyone that follows business news, the financial turmoil occurring in Southern Europe is no secret. These issues, most notably in Greece and Cyprus with Italy and Spain not far behind, have caused major declines in worldwide economies.

And with the Euro crisis in full momentum, the wallets are staying closed for luxury items such as motorcycles. Data backs this; according to the ACEM – the Motorcycle Industry in Europe – first-quarter sales in 2013 of PTWs (Powered Two-Wheelers) was down 23.8-percent, with “Southern Europe continuing to be a motive of serious concern.”

This overall downturn of the European motorcycle market has affected the motorcycle companies that thrive off larger cc machines, such as Ducati Motor Holding. In fact, when Ducati’s parent company the Audi Group released the Italian motorcycle manufacturer’s Q1 report, it reported that worldwide demand for 500cc and larger motorcycles declined by 17-percent in the first quarter.

This helps justify the 5.2-percent decline in worldwide Q1 Ducati motorcycle sales as compared to the same quarter of 2012 when the Borgo-Panigale company was owned by Investindustrial.

The Audi Group, which purchased Ducati Motor Holding in April 2012 for reportedly over $1 billion, reports that 9,817 motorcycles were sold in the first three months of 2013 compared to 10,360 sold in the same period of 2012.

And for the first time, something that never occurred under Investindustrial, the Audi Group broke down the sales numbers by model and overall production numbers.

For the first quarter, the Audi Group reports that Ducati produced 12,820 motorcycles. When compared to the number sold, this leaves 3,003 in dealership inventory. But Ducati is looking to push these bikes with its new spring sales initiatives, such as offering to pay the first five payments on certain models.

The top selling model in Q1 was no surprise due to its affordability. The Ducati Monster, which celebrates its 20th anniversary in 2013, totaled 31 percent of overall Q1 sales. The Monster, currently available in 696 and 796 versions, is also thought off as the gateway motorcycle to the Ducati family.

Next was no surprise, either. The Superbike family, consisting of the Ducati 1199 Panigale models (base, S, S Tricolor, R) and the 848EVO, totaled 21.3 percent of sales. These bikes are the overall image of Ducati, which brands itself in passion and performance.

With 19.3-percent of the market, the Multistrada holds the third most popular seller, followed by Ducati’s powercruiser, the Diavel with 13.3 percent.

Next arrives Ducati’s nakeds – the Streetfighter, representing 9.2 percent of overall Q1 sales, and the Hypermotard, representing 5.8 percent. These lower numbers for the latter can be attributed to the newer models (2013 Hypermotard, Hypermotard SP and Hyperstrada) not reaching dealerships until April after Q1.

And out of all Q1 sales, the leading market was Ducati North America (United States, Canada and Mexico), which sold 1,605 motorcycles. Upon the closure of the 2012 sales year, Ducati North America reported earning its highest sales year ever, selling a record of 10,883 motorcycles.

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.

Though Audi released sales information, it didn’t release the overall Q1 profit/loss report. Stay clicked to for the financial report once its released.

Following is a chart of Ducati’s Q1 sales, from the most popular model down.

2013 Ducati Q1 Sales by Model (percentage of overall models sold):

  • Monster: 3,042 (31%)
  • Superbike: 2,088 (21.3%)
  • Multistrada: 1,890 (19.3%)
  • Diavel: 1,309 (13.3%)
  • Streetfighter: 906 (9.2%)
  • Hypermotard: 567 (5.8%)
  • Others: 15 (0.2%)

Total: 9,817 (100%)

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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