Aprilia 2023. Global Sales Declined 5.6%

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Aprilia RSV4 2024
Aprilia RSV4 2024

Aprilia global sales declined in 2023. Sales have been 65.464 (-5.6%) declining both in Europe and India, the most relevant regions for the manufacturer.

McD tracks new vehicles registrations across the World (over 85 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. 

Global Sales Performance

The Italian brand Aprilia struggle to gain it own way under the Piaggio Group umbrella and while the Group is performing with growing success, Aprilia’s global performance is weavering up and down without a clear direction and image.

Considering the manufacturer competes both in the scooter and motorcycles markets, the global sales, still around 75.000 per year are negligible. They would be considered a premium brand and many products have full right to be considered premium, but all around the brand is not premium, more a “me too”.

However, looking at the global sales track in the last decade, the best level was hit in 2012, with a record of 75.070 sales, never achieved again. Indeed, in 2019 the company raised at 72.402, but then declined back.

In 2023 sales have been 65.464 (-5.6%).

Sales declined 2.2% in Europe, the region counting over the half of the total, and 26.8% in the Indian region. In Asia (China, South Korea, Japan and Taiwan) sales declined 7.2% and in North America 3.1%.

Positive trend has been reported in the ASEAN (+21.0%), in East Europe (+68.8%), in Latam (+19.9%).

Aprilia Heritage

Aprilia was founded after the Second World War by Alberto Beggio, as a bicycle production factory at Noale, Italy in the province of Venice and started the production of motorcycles in the 1968, when his son Ivano took over the company.

Aprilia motorcycles

aprilia colibri

In 1970, the company would seal its fate with its first motorcycle, the 50cc Scarabeo motocross bike. This model, in formats varying from 50cc to 125cc, set the stage for later racing motorcycles Aprilia would produce. Even in 1970, Beggio dreamed of taking the company’s bikes to the competitive racing circuit.

That dream became a reality when Aprilia manufactured the RC 125 in 1974. Maurizio Sgarzani rode this model in cadet class the same year. In 1975, the company’s competitive nature became apparent with the introduction of its first motocross racing bikes. Just two years later, in 1977, success arrived with Italian Motocross Championship titles for both the 125 and 250 classes.

On the production side, Aprilia filled the void in the motorcycle market of the early 1980s with models such as the TS320 trials bike in 1981 and the ST 125 road bike in 1983. Starting in 1985, the company no longer made its own engines for all models. It instead contracted personal vehicle engine maker, Rotax, to build the engines in some Aprilia motorcycles.

In 1988 the United States began importing this brand of motorcycles. The first bikes to come to America in 1988 and 1989 were the TRX312M and The Climber, which brought liquid cooling to the production market. The well-known Pegaso 600 brought an off-road feel to street legal bikes with its introduction in 1990.

In the 1990s, Aprilia entered the urban mobility market, breaking with conventions of the time. From the company’s daring leap into this market came the Amico, the first l-plastic scooter, and the legendary Scarabeo.

The company did not turn from its roots, though. In 1998, Aprilia produced one of its most well-known models, the RSV Mille. This superbike featured a 1000 cc V2 engine. The similarly powerful sport touring bike, the Falco was also released the same year.

Since late 2004, Aprilia has been part of the Piaggio Group.