2014 Ducati Sales
Attributing the redesigned Monster lineup and 899 Panigale sportbike, Ducati reports another record-breaking year of sales. During 2014, Ducati Motor Holding spa sold 45,100 motorcycles, which is up two percent over 2013. This was also the fifth-consecutive year of sales growth.
Ducati says “This increase also stemmed from the introduction of new products that, despite market uncertainty, made a clear contribution to what has been an outstanding result for Ducati.”
With the arrival of the new 1200 and 821, Monster family sales were up 31-percent; Ducati says 16,409 Monsters were sold. Sales of superbikes were up 12 percent, with 9,788 1199 and 899 Panigales sold. Ducati says the top seller was the 899 Panigale with 5,806 sold.
As in previous years, the USA is Ducati’s top market. Stateside sales were similar to 2013, and Ducati says 8,804 motorcycles were sold to customers. In Mexico, sales were up 8 percent, and increased “considerably” in South America – especially in Brazil where sales were up 74 percent (1,174 motorcycles).
Ducati says the South America success was “achieved thanks to considerable expansion of the dealership network in that country and the market introduction of the full model range with local CKD production.”
It was a different story in Europe, where sales decreased 3 percent (19,743 motorcycles sold). Sales in Ducati’s homeland of Italy were down 14 percent (4,284), but other European countries were stable.
As for the UK, it experienced double-digit growth of 16 percent, with 2,742 motorcycles sold.
Double-digit growth was also seen in Asia, where Ducati achieved an all-time sales record (+11 percent with 5,787 bikes). Performance was particularly strong in Thailand (+22 percent with 3,057 units) and China where sales volumes, with respect to 2013, almost doubled (+97 percent).
Ducati also succeeded in boosting sales in Australia (+13 percent with 2,132 bikes) and strengthening its performance in Japan (+1 percent with 2,558 units).
Ducati’s turnaround over the recent years can be attributed to two things – the takeover by the Audi Group, and Claudio Domenicali taking the role of CEO. And positivity will likely continue in 2015 with the release of the new 1299 Panigale and the revamped Multistrada.