Despite the difficult global situation and the seven-week cessation of production due to the pandemic, in fact in the considered peak period of the season, it finished 2020 with record sales in the second half of the year.
Sales of a total of 48,042 motorcycles between July and December, reduced the inevitable decline in sales last year for Ducati – compared to 2019 – to -9.7%. This is a very important result if we take into account the impact of the pandemic and the forced closure of the Ducati plant between March and April.
The growth phase of the brand in recent years in China continues, with 4,041 motorcycles (+ 26%) sold in 2020, making the vast country of Asia the fourth largest market for the Borgo Panigale-based company. Sales growth compared to 2019 was also recorded in Germany, with 5,490 points (+ 6.7%) and in Switzerland (+ 11.1%). Italy remained the first market in the world for Ducati, with 7,100 motorcycles.
“2020 was a multifacetedly complex year and a whole new challenge for the whole world. Inevitably, it ended differently than we would have liked, but Ducati has been able to make the most of the two-wheel-drive growth trend since June, achieving an excellent second half, with a much better end result than we predicted in March. By redefining our working methods and processes, we have been able to maintain the safety of our employees, stay close to our fans and consolidate the Ducati brand worldwide, with growth in some markets such as China. “We also won the MotoGP World Manufacturer Award for the second time in our history,” said Claudio Domenicali, CEO of Ducati
Despite the global situation, 2020 was marked for Ducati, of course, by winning the MotoGP Global Manufacturer Title, but also by continuing the process of strengthening the sales network, opening the new Australian subsidiary and starting the one-off production of limited series such as Superleg V4 and the Diavel 1260 Lamborghini.
The Streetfighter V4 was the best-selling model in 2020 with 5,730 units, while the Ducati Scrambler was the corresponding best-selling family with 9,265 motorcycles. The “Land of Joy” marked the return to the true essence of the motorcycle, ensuring accessibility to the world of two wheels and fun, with absolute safety.
“The outstanding performance in the second half of 2020 allowed Ducati to recover part of the loss of the first months of the year. The company confirmed its growth trend in China, Germany, and Switzerland, recording better numbers than in 2019 “, added Francesco Milicia, Vice President and Managing Director of Ducati Global Sales. “In 2020, Ducati demonstrated its support for the brand’s sales network worldwide by developing the Ducati Cares program, which allowed Ducatisti to be able to return to the brand’s dealers safely or interact digitally to make appointments. or evaluate the motorcycle market from a distance “, he added.
The positive trend at the end of 2020 allows Ducati to look to the future with optimism and confidence. For 2021, the product range is more complete than ever and Ducatisti ubiquitous interest has already been immediately expressed, in a portfolio of orders that is the largest ever observed for the brand at the beginning of the year. The first deliveries of the Multistrada V4, the world’s first front, and rear radar motorcycle have already begun and, in the coming months, the other new 2021 bikes will be available in the Ducati network, including the Panigale V4 SP, SuperSport 950, Monster and Ducati Scrambler Night Shift.
“We start 2021 with the certainty that we have an increasingly complete range, which is designed to meet the needs of different types of motorcyclists. We offer models such as the new Multistrada V4, which with its technology marks a new milestone for the world of two wheels, or the Monster, which represents the whole essence of Ducati in a more compact, substantial and lighter form, for endless pleasure every day. “Even the upcoming racing season will find us participating with a team of young and talented riders, who help us look to the future with optimism and a constant passion for improvement,” concluded Claudio Domenicali.