Ducati. Despite opening many Ducati Stores, 2019 sales were flat


Ducati Motor Holding ended the 2019 below our projection, due to low Q4 sales and in the 2019 was flat over the previous year, despite opening several Ducati Stores. The manufacturer has just marginally benefit from the positive industry trend in Europe, losing in the ASEAN, in North America and performing well just in China and Brazil.


Global Sales 

Following the rapid sales growth achieved after the 2014 Scrambler family launch, Ducati is almost stable near the 55.000 units as global sales, while other premium brands, like BMW and KTM are gaining space in all market segments, including those covered by the astonishing Italian red-brand.

Reading the official statements released by the Company, owned by Volkswagen Group, we noted the high number of new exclusive Ducati Stores opened all over the World, clearly showing the desire to improve sales volumes, both in terms of new motorcycles and correlated products and accessories. However, and despite our projection at the end of Q3, in the 2019 sales did not improved.

In fact 2019 sales at 53.389 units (we have few more units sold than those officially declared by the company, which released data too early to have fully consolidated figures) has been steady from the previous year.

Good news arrived from China and Brazil – which has been one of the worst country for Ducati in the previous years – while in general sales has been flat (like in Europe, despite a favorable industry trend) or moderately negative – like in North America

Ducati is recovering terrain in ASIA, with full year sales projected marginally up thank to the Chinese operations, and in South America, thanks to a double-digit growth in Brazil and boosted volumes in Colombia and Peru. In the ASEAN, were the company has established a manufacturing facilities (in Thailand) sales declined in double-digit.

In Australia sales declined 3.3% while Ducati have announced to take over the distribution after 25 years of positive relation with the current distributor. Ducati sales in Australia are actually less than the half of the 2015.


EICMA 2019 Most Beautiful Bike

The new Streetfighter V4 has been selected as “Most Beautiful Bike of the Show” at EICMA 2019, the world’s most important trade fair of the sector. The verdict was decreed by the general public, which participated in large numbers, crowding the pavilions of the Milan-Rho International Fair in its five days of opening, and who voted at the Show or online.

The “Vote and win the most beautiful bike of the Show” competition, organized by the Italian magazine Motociclismo in collaboration with EICMA, reached its fifteenth edition this year, and for Ducati this is the tenth victory. Over 14,500 enthusiasts expressed their favorite and the Streetfighter V4 was the most voted motorcycle by both visitors to the Fair and users of the Motociclismo site. The new super-naked Ducati took first place with 36.7% of voters and a considerable advantage over the second-placed bike.

Right from the first day of opening the public crowded the Ducati stand. First among the three totally new bikes to be presented is the Streetfighter V4, the super-naked with high and wide handlebars, 178 kg in weight, Desmosedici Stradale 1,103 cc engine with 208 hp, biplane wings and a latest generation electronic package. The result of this “The Fight Formula” is an exaggerated, modern and technological Ducati naked with an aggressive and exciting design. A bike that does nothing to hide top-of-the-segment performance, but which guarantees enjoyment and fun even in daily use.

In addition to the “queen” of the Show, the completely renewed Panigale V2 and the 2020 version of the Panigale V4, which up to Ducati release, was the “most sold sports bike in the world” in the last two years. Indeed, up to us, the are over 10 sport bike selling in the World more than the entire Ducati brand, so Panigale is unlikely to be the number one or even one of the top 10. But we love it, anyhow!


The Heritage

Ducati Motor Holding S.p.A. is the motorcycle-manufacturing division of Italian company Ducati, headquartered in Bologna, Italy. The company is owned by German automotive manufacturer Audi through its Italian subsidiary Lamborghini, which is in turn owned by the Volkswagen Group.

In 1926 Antonio Cavalieri Ducati and his three sons founded the “Società Scientifica Radio Brevetti Ducati” in Bologna to produce vacuum tubes, condensers and other radio components. In 1935 they had enough success to allow the construction of a new factory. Meanwhile, in the small Turin-based company SIATA (Italian company for technical Aviation applications), Aldo Farinelli has started developing a small thrust engine to be mounted on bicycles. This engine was called “Cucciolo” (referring to the characteristic sound of the exhaust).

In 1950, after the sale of over 200,000 Cucciolos, in collaboration with SIATA, the Ducati company finally offered its bike based on the Cucciolo. Ducati soon abandoned this name in favor of “55M” and “65TL”. When the market moved on larger motorcycles, the Ducati introduced a four-stroke scooter (65TS and Cruiser). It was not a great success, and only two thousand models were made in two years before the model stopped production. In 1953, the management divided the company into two separate entities, Ducati Meccanica SpA and Ducati Elettronica, in recognition of its divergent motorcycle and electronic product lines.

In the 1960s, Ducati produced the fastest 250cc motorcycle and in the ’70s began producing large-displacement V-Twin motorcycles.

In 1985 Cagiva bought the factory but kept the name “Ducati” on his motorcycles.

In 1996, Cagiva accepted the offer of the Texas Pacific group which first bought 51% and then the remaining 49% to become the sole owner of Ducati. In 1999 TPG issued an initial public offering of Ducati shares and renamed “Ducati Motor Holding SpA”. TPG has sold over 65% of its shares in Ducati, leaving TPG the majority shareholder. In December 2005, Ducati returned to Italian ownership with the sale of the investment in Texas Pacific (minus one share) to Investindustrial Holdings, the investment fund of Carlo and Andrea Bonomi.

In April 2012, Audi of Volkswagen Group announced that the subsidiary Automobili Lamborghini S.p.A. acquired 100% of Ducati Motor Holding S.p.A. for 747 million euros (909 million US dollars).