Back in July, Ducati reported that it had set record sales for the first half of the year. Ducati mid-year sales were up 22%, and Ducati Motor Holding CEO Claudio Domenicali attributed this growth to teamwork and the Ducati Corse racing division.Sales were expected to climb throughout the remainder of 2015 due to the top-selling model by the mid-year mark – the Scrambler. And this proved true; Ducati reports that 2015 was its best year ever. All together, 54,800 motorcycles were sold – 9,683 more than in 2014, which shows a 22% increase.
Domenicali says: “The record sales of 2015 are the result of our company’s courage and skill. Ducati closes 2015 with record volumes and also a substantial growth of 22% over 2014.“During the year Ducati not only launched successful new motorcycles, but also a new brand, Ducati Scrambler, which immediately won global acclaim with over 16,000 sales worldwide.”Andrea Buzzoni, Global Sales and Marketing Director of Ducati Motor Holding, also comments: “This impressive performance, a landmark one for Ducati, confirms the soundness of the strategy of expansion and consolidation in global markets and highlights the energy and professionalism of the over 700 dealers who cover no less than 90 countries.“Such growth confirms, in the vast majority of countries, the validity of both our products and our strategy: indeed, for the first time in Ducati’s history, one of our bikes, the Ducati Scrambler, made it into the ‘Top 10’ list of the world’s best-selling bikes.”The Scrambler was Ducati’s best-selling bike in 2015; 16,000 were sold. Following the Scrambler was the Multistrada 1200 with its DVT engine (8,000 units sold), and the Monster 821 (6,500 units). Ducati reports that the Panigale 1299 and 899 also sold well.Ducati’s biggest market was once again the USA, and sales were up 14% in Ducati North America. The USA is followed by Italy, Germany, France and the UK.Regarding increased sales across the markets, the largest increase arrived in Europe. Italy sales were up 53%, followed by the UK (37%), Germany (24%) and France (22%).Ducati says Asian Pacific markets also experienced growth, with sales up by 14% on the 2014 figure: the results in China – which closed 2015 with a staggering 46% increase – were particularly noteworthy.And with new models released in late 2015 at EICMA Milan Motorcycle Show – two new Scramblers, the Hypermotard 939 and 939SP, Hyperstrada 939, Panigale 959, the Multistrada 1200 Pikes Peak and 1200 Enduro, and the XDiavel – expect these positive sales to continue.
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This week, Senior Editor Nic de Sena gives us his impression of the outrageously cool-looking new Indian Scout Rogue. The Rogue features a larger front wheel among several other changes, and the bobbed-looks and excellent 100 horsepower motor make the Scout Rogue an interesting—and very real—competitor to the offerings from Milwaukee.
In the second segment Neale Bayly brings us the third and final segment from Brian Slark—the man who helped bring Norton motorcycles to America. Having spent 27 years and counting at the Barber Museum in Birmingham Alabama, Brian talks us through the final part of his career, that of course includes how the museum got started and where it’s going.
From all of us here at Ultimate Motorcycling, we hope you enjoy this episode!