Claudio Domenicali will be a happy CEO, as Ducati grew motorcycle sales in 2016. The total for the year was 55,451 motorcycles delivered. That’s up 1.2% on 2015, which meant 642 extra bikes. “Ending the year of our 90th anniversary with yet another record is a source of immense pride and satisfaction”, commented Domenicali. “2016 was the seventh consecutive growth year for Ducati, clearly confirming the soundness of the Bologna-based group’s strategy and skills.”
The growth came from a mix of existing and new models. Sales of the Multistrada range were up 16%, the renewed HyperMotards were up 15%, and apparently 5,200 of the new Ducati XDiavel were also delivered.
The Ducati Scrambler brand gained both the new Scrambler Sixty2 and 15,500 bikes shifted.
In terms of location, America was the biggest market for Ducati, with customers receiving 8,787 bikes. Following up is Italy, which saw 20% growth, and Germany up 8%. There were also big gaines in Spain (+38%), China (+120%), Brazil (+36%) and Argentina (+219%).
For 2017, Ducati will launch seven new bikes, including the Ducati Multistrada 950, SuperSport and 1299 Superleggera. The Monster range will see the new 797 and 1200, while the Scrambler brand gets the Cafe Racer and Desert Sled. For stats fans, Ducati currently employs 1,594 people, has a network of 783 sales and assistance centres and operates in 90 countries.
What isn’t clear yet is how price rises in the UK will affect sales. Since January 1st, Ducati has raised prices by an average of 4.8% due to the devaluing of the pound following the EU Referendum, which means, for example, the Ducati Monster 821 has gone from £9,150 to £9,595. The increases haven’t been applied evenly though, as the HyperMotard 939 only increased by £300, and the Ducati Panigale R actually stays the same price.