Ducati Bucks the Industry Trend With Positive 2017

Strong growth in its home market helped propel Ducati to another positive year, albeit only just. Sales for VW’s motorcycle division rose only 0.75% in 2017, but even that growth countered the industry trend.

Thanks, in part, to a shrinking motorcycle market, Ducati increased its market share and is on the path to further growth.

“Despite a shrinking global market, we’ve succeeded in increasing our market share. We’ve expanded significantly in both consolidated markets such as Italy and Spain and in strategic emerging markets like China and Argentina,” said Andrea Buzzoni, Global Sales and Marketing Director. “This is thanks to a range capable of generating loyalty among Ducatisti all over the world yet also winning over new customers with models such as the SuperSport, Multistrada 950 and the Scrambler family.”

Ducati credits every model in its stable with the success. Thanks to a cast of usual suspects as well as a growing stable of new bikes, the brand managed to grow 12% in Italy.

Spain was one of the brand’s most successful markets in 2017, though, with growth of more than 28%. America, too, though, was a winner for the brand, with sales growth of 1.3%.

As with the rest of the motoring industry, Asia and South America are where Ducati is looking in the future. Argentina grew 66% this year, while China grew 31%.

“2017 was another great year for Ducati, both commercially and racing-wise,” said Claudio Domenicali, CEO of Ducati Motor Holding, in a statement. “Continuous renewal of the product range and a strong focus on creating motorcycles of the utmost quality has allowed us to keep on growing despite the problems affecting the world market.”