Ducati Motor Global Sales declined in the 2020 for the 4th year in a row. At 48.000 sales (-9%) Ducati performance was the second worse among all premium motorcycles brands, with the Italian icon losing market share in all markets and losing even at home, with sales in Italy down 25%.
McD tracks new vehicles registrations across the World (over 80 countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split.
The last ten years globalization created huge opportunities for premium brands in all sectors. In the motorcycles industry, the growth of high income customer segment has been evident and almost all premium manufacturers have participated to the growth, while in different proportion.
BMW and KTM grew up consistently expanding the global coverage while pursuing local strategy focused on achieving the maximum performance in each market. From the other side, they paid attention to all opportunities expanding the segment covered with a brave and winning strategy.
Harley-Davidson remained steady on old positions, losing terrain in each of the last 10 years, while Triumph grew up at 60.000 annual sales record, finding limits in the financial capacity and in the low success of South East Asian operations.
Ducati spent huge efforts in the creation of the scrambler brand and, while sales grew up, they failed to achieve the expected targets. Indeed, when achieving the all-time record, with 55.000 sales in 2016, the sales of the entire line up – excluding the Scrambler – was at the same level of the year 2000, while global market for premium superbike, supersport and naked bike was quite higher, with Ducati losing share on segment in favor of BMW, KTM, Triumph and Japanese brands.
In the 2020 Ducati lost at global level for the fourth year in a row.
The pandemic effect was one reason, but not the only one, if considering that other premium brands managed to not lose in the year (KTM, Husqvarna, Triumph) and other lost less than Ducati.
Only Harley-Davidson lost more than Ducati, but they are in the middle of an harsh turnaround, following the CEO replacement. And Harley’s segment, the cruise, in declining hard in all the World.
Ducati Global registrations in 2020 have been 47.929 (-9.0%) with a record volume achieved in China, first time above 4k, and lost in almost all regions. Probably the worst performance was achieved at home, in Europe and in Italy.
Therefore, while the European market was resilient to the crisis, Ducati lost 13.9% in the European Community zone, and 28.2% in United Kingdom (market -2.3%). Sales grew up 6% in Germany, were the industry was up 23.2%.
Awful the performance in France, the largest market in Europe, (-13.7%), in Spain (-13.7%) and in Italy, with only 6.958 registrations (-25%) the half of the record level achieved in the far year 2000.