Italian manufacturer breaks sales record
In 2015, Ducati North America increased unit sales by 14.1 percent, based on 12,132 total motorcycles sold in the United States, Canada and Mexico. This is the sixth year the company has shown impressive overall sales growth in its largest worldwide sales region.
All three countries reached historical sales levels, with the United States at 9,674 units sold (up 10 percent) and northern neighbor Canada at 1,458 bikes (up 12 percent). Mexico, thanks to the addition of new exclusive Ducati dealers, experienced significant increases, with 1,003 motorcycles sold – a growth rate of more than 85 percent.
In 2015, the top models sold by the Bologna-based manufacturer in North America have been the hugely popular new Scrambler line of urban naked bikes, the lightweight, 148 horsepower 899 Panigale sport bike and the Monster 821. Notably, these three models have shown special appeal to the wave of new and younger riders entering the world of motorcycles. In the U.S., Ducati’s largest single worldwide market, power reigns. The radical 1299 Panigale and sport-touring Multistrada 1200, while 2015 sales standouts, also received strong critical acclaim for technological advancements in motorcycle design and riding features.
“Our success in North America is the result of the hard work of the entire Ducati organization and our network of dedicated dealers,” Dominique Cheraki, outgoing CEO of Ducati North America. “I am proud of what we have collectively achieved during the past five years of my tenure and I’m enthusiastic of what the future holds for the brand.”
Future growth is strongly anticipated in 2016 since more than 45 percent of Ducati’s model line-up will be all-new offerings. Two new motorcycles in particular, the XDiavel and the Multistrada 1200 Enduro, offer the potential to tap rider segments that were left untouched by any Ducati product in the past.
The XDiavel, the undisputed star of the EICMA show in Milan, blends design, technology and unparalleled performance to deliver a relaxed riding experience that merges the foot-forward riding position of a typical cruiser with the adrenalin rush of a true sport machine. Riders will have the opportunity to find out for themselves during Ducati’s “XDiavel Experience Tour,” which will visit more than 15 cruiser hot spots, starting with Phoenix on February 20, through Daytona Bike Week and beyond. Ducati dealers will have XDiavel models available for sale in their showrooms early this Spring.
The “Wild Side” of Ducati comes in the form of the highly anticipated Multistrada 1200 Enduro, arriving at Ducati dealers in April. Building on years of experience elevating the technological superiority of the Multistrada, engineers in Bologna have crafted the Enduro model with 19-inch front wheel and 7.9 gallon gas tank for long distances. The motorcycle is also available with various off-road accessories as well as knobby tires and other features designed for the avid dual-sport rider.
Jason Chinnock now leads as newly appointed Chief Executive Officer, coming from Automobili Lamborghini America where he was in charge of marketing operations. Chinnock is no stranger to Ducati, having worked for the company in sales, marketing and dealer operations roles since 2000.
“It’s a tremendous honor and responsibility to lead Ducati North America into the next chapter,” said Chinnock. “We have a clear objective to continue the growth of our brand in a manner that delivers a premium experience to our owners and profitable business for our dealer partners. I am confident that we have a strong internal management team. This, coupled with an outstanding dealer network and a tremendous product offering, will give us the ability to fully capitalize on the opportunity in this market.”
