International Dealer News IDN 147 February/March 2019 | Page 10

news ROOM
Ducati 2018: sales -5%
BRIEFS in 2018; takes lead in
the superbike segment
NEWS
The eurozone economy stuck to
its lowest pace of growth in four
years in the final three months of
2018. Gross domestic product
(GDP) in the 19 countries sharing
the single currency rose by +0.2%
in the quarter and by +1.2% year-
on-year, according to Eurostat.
Italy's economy contracted for the
second consecutive quarter at the end
of 2018 - the criteria which defines an
economy’s entry into recession. Gross
domestic product fell a quarterly -0.2%
between October and December,
following a -0.1% decline in the third
quarter, and was up +0.1% on an
annual basis, national statistics bureau
Istat reported. Italy has a long-standing
problem of weak economic growth. The
economy is still 5% smaller than it was
at the peak before the global recession
a decade ago.
Spanish Pedelec and eMTB start-
up Bultaco Motors has filed for
bankruptcy protection. Founded
in 2015, the Madrid based
business with assembly capacity
in Barcelona, is owned by MMI
Investments and owes 11m euro.
The company was trading under a
brand license granted by the
family of Francesc “Paco” Bultó -
the founder of the original
Bultaco business. A director of the
1944 founded Montesa
motorcycle company, he left to
create the original Bultaco brand
with other former Montesa
employees in 1958. After
considerable race success and
popularity of its 2-stroke
machines with consumers it
folded in 1983. In 2017 Bultaco
Motors sold 1,250 units and
posted turnover of over 4m euro.
SWM (Speedy Working Motorcycles),
the Italian comeback brand now
owned by Shineray, has confirmed its
plan to launch four new V-twin engines
in 350, 550, 850 and 1200 cc
displacements. Currently SWM uses
either Husqvarna or Shineray singles.
Originally founded in Milan in 1971 by
Piero Sironi and Fausto Vergani, SWM
made Observed Trials, Enduro,
Motocross and off-road motorcycles
initially using Dachs engines, then
Rotax engine trials bikes from 1977.
The business went into liquidation in
1984. Engineer Ampelio Macchi,
formerly with Cagiva, Aprilia and
Husqvarna, initially drove the
resurgence of the SWM brand with six
new models displayed at EICMA 2014,
with funding from the Shineray Group.
SWM will keep manufacturing in Italy,
at the old Husqvarna factory.
10
Ducati Motor Holding closed 2018
with 53,004 motorcycles delivered to
customers worldwide - meaning that
the 50,000-bike threshold the
company has set as its benchmark,
and first reached in 2015, has now
been achieved four years running.
A significant contribution to this result
came from the success of the Panigale
family, which accounted for the sale of
9,700 bikes (+70% increase on
2017), making Ducati, for the very first
time, “the leader of the superbike
segment with a market share of over
26%. In 2018 one superbike out of
every four sold worldwide was a
Ducati Panigale.
“The undisputed flagship of the
Panigale family is the V4, the first
production Ducati motorcycle with a
four-cylinder engine. In just twelve
months it has set a new standard for
style, technology and performance,
with over 6,100 motorcycles delivered
across the globe.
“Equally successful was the
Multistrada family - 11,829
motorcycles sold in 2018, thanks in
large part to the addition of the new
Multistrada 1260 - with 6,569 bikes
sold (+25%).
Compared to the 2017 sales data
(55,871 bikes sold), Ducati
experienced a drop of -5% against the
backdrop of an over 500 cc motorcycle
“With over 6,100 V4s delivered, the Panigale family accounted for 9,700
bikes (+70% increase on 2017), making Ducati the leader of the superbike
segment for the very first time with a market share of over 26%”
market that shrank by some 3%.
“While 2018 was challenging for the
big motorcycle market, with
slowdowns in important countries like
the US, by the end of the year Ducati
had delivered over 53,000 bikes to
customers worldwide, consolidating
the growth achieved in recent years”,
stated Claudio Domenicali, CEO of
Ducati Motor Holding.
“In 2018 we achieved stability, and
the year was positive both in terms of
business and racing. We won
numerous MotoGP races and
developed an exceptional bike. In
short, the solidity of the company
remains undisputed, as does our
penchant for driving ahead with
Claudio Domenicali, CEO of Ducati Motor Holding: “While 2018 was
challenging for the big motorcycle market, with slowdowns in important
countries like the US, by the end of the year Ducati had delivered over
53,000 bikes to customers worldwide, consolidating the growth achieved in
recent years”
INTERNATIONAL DEALER NEWS - FEBRUARY/MARCH 2019
innovation and product development
so we can, over the coming years,
continue offering customers new icons
of style and technology.”
“To rise to new market challenges,”
added Francesco Milicia, Global Sales
Director, “we’re working to make our
sales network more efficient than ever.
For 2019 we’ve also overhauled the
Scrambler 800 range - which, among
other things, has received a major
active safety boost in the form of
cornering ABS - and launched new
products such as the Diavel 1260 and
Hypermotard 950. The Multistrada
family saw the arrival of the 1260
Enduro and 950 S, giving customers a
wider choice than ever.
“Lastly, we’ve introduced the V4 R, the
most powerful, highest-tech superbike
ever built by Ducati, to provide a
foundation
for
renewed
competitiveness in the WorldSBK
championship. Needless to say, it’s
already proved to be a big hit with
Ducatisti. In total, we’re talking about
nine new models that allow us to look
to the future with confidence.”
In Italy growth proved to be solid
(+4.5%), reaching 9,200 bikes, and
returning Italy to being Ducati’s largest
market. Spain also performed strongly
with 2,444 motorcycles sold (+8%),
with further growth seen in Japan with
1,941 bikes (+2%) and Switzerland
with 1,276 bikes (+2.2%).
Bike deliveries in the USA - historically
Ducati’s number one market - totalled
7,843, the drop in sales reflecting a -
9% downturn across the US 500+cc
sector. In Asian markets Ducati
continues to ride the upward trend,
especially in China (+29%) where a
new direct subsidiary has been
established and the sales network has
expanded from 19 to 23 dealerships.
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