Ducati Motor Holding CEO Claudio Domenicali had every reason to smile while announcing 2015 sales results. For the first time in its history, Ducati manufactured and sold in excess of 50,000 bikes, 54,800 to be precise. By achieving that result, Ducati bested the previous record from 2014 by a cool 9,683 units, a 22-percent increase.
As Domenicali underlined in his announcement, the result was largely a result of the great success of the Scrambler that Ducati now defines not just as a model, but a brand within the brand, accounting for 16,000 units in 2015. The Scrambler is the first Ducati model to ever crack the top 10 of the world’s best-selling motorcycles.
Sales and Marketing Director Andrea Buzzoni was proud to underline that it wasn’t just the new models responsible for this success, but it was also helped by dealership expansion worldwide. Today Ducati sells its bikes through 700 dealers in 90 countries. The U.S. remains its number-one market, and experienced a 14-percent growth in sales in 2015.
But the single largest improvement was in the Italian market, where Ducati recorded an impressive 53-percent increase, elevating Italy to second in terms of units sold. Germany, in third grew by 24-percent, followed by France (24-percent), and the UK in fifth (37-percent).
New markets continue to flourish, with Asia and the Pacific regions producing excellent results, too. The Chinese market boomed to the tune of a 50-percent increase in sales, but that was also the result of a lackluster 2014.
Aside from the Scrambler, the best-selling Ducati models were the Multistrada 1200, totaling more than 8,000 units, and the Monster 821, with 6,500. Good numbers were recorded also by the 1299 and 899 Panigale, and Diavel. And 2016 forecasts are very optimistic considering the positive response that new models received from the public at the Fall EICMA show.