Ducati Motor Global Registrations declined again in 2024. Following the previous year lost in 2024 global registrations have been just for few units over the 54K (-4.6% vs the previous year), back at the level of 2015, with the scrambler family declining more than other segments.
McD tracks new vehicles registrations across the World (over 90 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.
Ducati global sales have been steady in the last ten years in the range of 50-60 thousand sales, while the “premium” segment grew up worldwide, with all the main competitors (BMW, Triumph, Aprilia, KTM) gaining sales and only Harley-Davidson declining.
Ducati reached an over 40.000 sales for the first time in 2000 and to make a step over the 50.000 had to wait for the 2015 as effect of the full effects of the Scrambler family global launch. However, the expansion of the line up generated just a marginal and temporary effect, considering that sales reached a record of 60.256 sales in 2022, the first and only year over 60K, before to deep in the last years.
In 2024 global registrations have been just for few units over the 54K (-4.6% vs the previous year), back at the level of 2015, with the scrambler family declining more than other segments and counting only the 11.9% of Ducati sales, from the 21.4 in 2015.
In 2024 sales have been substantially stable both in Europe and North America, while declined in all Asian regions.
It seems that in these days Ducati is starting the new motocross lines production. Do you believe this can counteract the recent not positive trend?