News 2019 Ducati Motorcycle Sales Tops 53,000 Worldwide: 'Nudges' 2018

2019 Ducati Motorcycle Sales Tops 53,000 Worldwide: ‘Nudges’ 2018

When Ducati Motor Holding announced its 2018 motorcycle sales, numbers were down 5.1 percent over 2017, with a total of 53,004 units sold.

The Borgo Panigale-based manufacturer didn’t achieve record sales numbers in 2019, but it “nudged” its 2018 numbers by 179 bikes.

Ducati says it sold 53,183 motorcycles worldwide in 2019, with much attribution going to the revamped Multistrada lineup. A total of 12,160 Multistradas were sold, a 3-percent increase over 2018 for the adventure touring bikes.

2019 Ducati Motorcycle Sales Tops 53,000 Worldwide: 'Nudges' 2018
2019 Ducati Multistrada 1260 Enduro

Ducati says these positive numbers were due to the revised 1260 Enduro and 950 S, and that 2019 was the best sales year for Multistradas since the lineup launched 16 years ago.

The new Panigale V4 was the world’s best-selling superbike, capturing 25% of that market share. Ducati says 8,304 Panigale V4s sold in 2019.

The two other new models for 2019 – the Hypermotard 950 and the Diavel 1260 – doubled in sales over the previous generations. Ducati says 4,472 Hypermotards were sold, and 3,129 Diavels.

Speaking of 2019, Claudio Domenicali, CEO of Ducati Motor Holding, says: “2019 was a tough but also rewarding year. We’re working to make Ducati the world’s most desirable motorcycle brand, and the results we’re achieving, the development of the range, and the market response all confirm we’re on the right track.

“On today’s global market, one in every four superbikes is now a Panigale. The technical content we’ve transferred from the R version and our extensive racing experience to the V4 2020 range ensure this bike remains the category benchmark. What’s more, order books for the new Streetfighter V4 are bulging – more than 1,700 are already on order – and deliveries will begin in March 2020.”

2019 Ducati Sales by Region

Italy continued as Ducati’s number-one market, totaling 9,474 units sold. The Italian market was up 3 percent over 2018.

In the United States, Ducati sold 7,682 motorcycles, down by 2% despite the continuing negative trend, which saw the market shrink by 7% compared to 2018.

Four other markets performed exceptionally well, Ducati says:

  • Brazil (+20%)
  • Spain (+10%)
  • France (+8%)

China also continued an upward trend. Ducati says 3,200 motorcycles were sold (+12%). This makes China Ducati’s fifth most-important market.

Ducati expects a positive 2020 with the strong pre-sales of the Streetfighter V4. The brand also expects the new Panigale V2 and Multistrada Grand Tour to help push sales.

Ducati also expects its Scrambler range to do well in sales – especially with the introduction of a new model in the coming months.

“We’re satisfied with the results achieved in 2019”, adds Francesco Milicia, Global Sales VP. “Over the last 12 months a major network development plan has been implemented, with 54 new dealerships in 20 countries.

“This expansion plan will continue this year in order to further improve the world-wide network coverage and offer our fans a growing premium experience.”

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.

Marc Marquez: 4 – Yes 4 – More Years with Honda MotoGP

Yes - you read that correctly. Marc Marquez has extended his contract with Honda Racing Corporation by four years - something we don't often see...

2020 Indian Scout 100th Anniversary Review (9 Fast Facts)

2020 is a big year for the Indian Scout as Indian Motorcycle celebrates the 100th anniversary of the Scout. It started in 1920 with...

2020 Harley-Davidson Fat Boy 30th Anniversary Review (8 Fast Facts)

The Harley-Davidson Fat Boy grows up in 2020. The petite 107 is dropped, and you have only one motor choice for The Plump One—the...

2020 KTM 1290 Super Duke R Test at Portimão & Algarve Streets

The 2020 KTM 1290 Super Duke R makes no bones about what it was designed to do, with nearly every aspect of it being conducive to collecting tickets as if they were merit badges.

Honda VF700C Magna : One of the Hondas that Harley Built (Tariff Bike)

Say what? Harley built Hondas? Well, no, not in so many nuts and bolts. But back in the early 1980s, Harley-Davidson did take some actions that led directly to a series of bikes from Japanese motorcycle manufacturers as a result. They are sometimes referred to as the “tariff bikes.”

2020 Triumph Tiger 900 Rally Pro Review (27 Fast Facts)

The 2020 Triumph Tiger 900 Rally and Rally Pro are the English marque’s brand-new off-road-focused adventure motorcycles. The pair are part of the all-new...