Ducati released its 2016 financial stats today, and the results are good for the Bologna brand. There were 55,451 motorcycles delivered for the year, 1.2% over the previous record set in 2015, marking the seventh consecutive year of growth for the brand.
The continued success of the Scrambler brand aided Ducati’s success, with more than 15,500 of total motorcycles sold for the year coming from this segment. Growth in the Hypermotard (up 15%) and Multistrada (up 16%) families along with sales of just over 5000 XDiavel motorcycles contributed as well.
The USA held its position as the top market for Ducati, followed by Italy in second position. Strong showings in China, Brazil and Argentina are noted in the company press release as well.
We’ve included the complete Ducati release below, with comments from CEO Claudio Domenicali and Andrea Buzzoni, Global Sales and Marketing Director.
Borgo Panigale, Bologna (Italy), 16 January 2017 – Ducati Motor Holding enjoyed further growth in 2016, delivering 55,451 motorcycles to customers all over the world: that’s an increase of 1.2% compared to 2015 (54,809 bikes).
“Ending the year of our 90th anniversary with yet another record is a source of immense pride and satisfaction”, commented Claudio Domenicali, CEO of Ducati Motor Holding. “2016 was the seventh consecutive growth year for Ducati, clearly confirming the soundness of the Bologna-based group’s strategy and skills.”
This highly encouraging result also stemmed from the addition of new motorcycles to the 2016 Ducati range: for example, sales of bikes in the Multistrada family were up by 16% compared to 2015.
The renewed Hypermotard family enjoyed double-digit growth (+15%), while the new Ducati XDiavel received an equally warm welcome on the market, with sales topping 5,200.
Moreover, during its second year on international markets, the Ducati Scrambler brand extended its worldwide success: over 15,500 bikes were delivered, a result achieved thanks also to the introduction of the new Scrambler Sixty2.
“In addition to a new sales record, 2016 saw consolidation of the considerable increase in volumes achieved in 2015, thanks also to the introduction of the Scrambler brand. This growth demonstrates the strength of both range and brand and, above all, the solid performance of the global sales network”, comments Andrea Buzzoni, Global Sales and Marketing Director of Ducati Motor Holding. “Results on the Italian market have been significant. Thanks to 20% growth in 2016 – and an excellent 84% over the two-year period 2015/2016 – Italy is again the second most important market, after the USA and ahead of Germany.”
The USA retained its position as Ducati’s biggest market, with customers receiving a total of 8,787 new bikes. On European markets, Ducati repeated the excellent progress of the previous year, with Italy (+20%) , Spain (+38%) and Germany (+8%) doing especially well.
Beyond Europe, outstanding brand performance was also achieved in China, where Ducati more than doubled its year-on-year sales (+120%). In Brazil, bike deliveries increased by 36%, and in Argentina by a staggering 219%.
And, as 2016 comes to such a satisfying end, the seven new models presented for 2017 allow Ducati to look to the future with even greater confidence and optimism.
With the motto “More than Red – Evolution never stops”, the 2017 range is packed with all-new developments. “Red” for passion, performance and racing. “More” for an ever-expanding product range that includes more accessible, differentiated motorcycles and an unprecedented range of services.
For 2017 the Monster family is being refreshed and extended with the arrival of the 1200 and the all-new 797. What’s more, already-presented bikes include the new Multistrada 950, Ducati SuperSport and the exclusive 1299 Superleggera.
Ducati Scrambler has launched two new bikes to extend the range of the new Ducati brand: the Café Racer and the Desert Sled.
At this time, Ducati has 1,594 employees, a network of 783 sales and assistance centres and is present in 90 countries.