Audi Announces Ducati Q1 2013 Sales Results

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Ducati sold 9,817 motorcycles in the first three months of 2013, according to the first quarter report from parent company Audi. The first quarter sales result represents a 5.2% decline from the 10,360 Ducati motorcycles sold in the same quarter of 2012 when the company was owned by Investindustrial.

Sales were down in Europe where the economy continues to struggle. According to Ducati, the worldwide demand for 500cc and larger motorcycles contracted by 17.0%, so Ducati’s sales decrease wasn’t as bad as for other companies.

The U.S. continues to be Ducati’s largest sales market, with the company delivering 1,605 motorcycles to customers over the first quarter.

Broken down by model family, the Monster lineup was Ducati’s best seller, with 3,042 units sold, nearly a third of Ducati’s sales. Superbikes such as the 1199 Panigale and 848EVO remain a key part of Ducati’s brand identity, representing 21.3% of sales.

Ducati Sales by Model January to March 2013
Model Family Units Sold %
Diavel 1,309 13.3%
Hypermotard 567 5.8%
Monster 3,042 31.0%
Multistrada 1,890 19.3%
Streetfighter 906 9.2%
Superbike 2,088 21.3%
Other 15 0.2%
Total 9,817 100%

For the rest of the year, Audi forecasts a slight year-on-year decrease in demand for motorcycles 500cc and up.

[Source: Audi]

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  • Johan Wagner

    Ducati needs a nice retro-style bike in their line-up. On a visit to the plant in Bologna a few years ago I saw a retro Duke with chrome mudguards, upright seating position, old fashioned long seat etc. Brilliant. Have never seen it in my country (South Africa). They also need an old-school cafe racer….like the Triumph Thruxton Bonneville or Norton or Moto Guzzi V7. I would buy those in a flash.

  • Craig Earls

    They did have one: the Sport 1000 series. A bit ahead of the trend. Maybe they could bring it back…