Ducati announced a new company sales record with 54,809 motorcycles sold in 2015, breaking the previous record set in 2014 by 9,709 motorcycles.
The Scrambler has proved to be a runaway success, with 16,049 units sold, representing 29.3% of all Ducatis delivered to customers last year. Hypermotard and Multistrada sales also increased in 2015, growing from 11,027 units to 11,679 units.
On the other hand, Ducati reported decreased sales from its superbikes and naked models like the Diavel and Monster. Naked models continue to be Ducati’s largest segment, with 18,054 motorcycles sold in 2015. Unfortunately, this represents a 25.7% drop from the 24,293 units sold in 2014. Sportbikes saw a more modest dip, dropping to 9,027 units from 9,788 units.
What’s interesting is this marks a shift in Ducati’s product planning. Sportbikes and Monsters were traditionally Ducati’s signature models but sales in those segments have declining dramatically. Ducati has managed to adapt to the market by continuing to develop its Multistrada line and creating a whole new product family in the Scrambler.
“In the course of this past financial year, Ducati demonstrated the effectiveness of the strategy followed in the past three years, based on investment in product, quality and customers,” says Claudio Domenicali, Ducati chief executive officer. “This growth is reflected not only by volumes but by all the main financial indicators and shows how the company today is solid and well prepared for future challenges.”
North America continues to be Ducati’s largest market, with 12,136 motorcycles sold in 2015 (a 14% increase over 2014’s sales). Ducati also reported sales increases in Europe and Asia.
Ducati’s sales generated 702 million euros (US$769.2 million) in revenue for its parent company, the Audi Group. This represents a healthy 22.1% increase on the 575 million euros in revenue reported in 2014.