In 2014 Ducati Motor Holding S.p.a. achieved a new sales record with 45,100 units sold, 2 percent more than in 2013, making this the fifth consecutive year of growth.
Ducati attribute this increase in part to the introduction of new models. With the introduction of the new Monster 1200 and Monster 821, Monster family sales rose by 31 percent, with 16,409 new bikes sold. The Superbike family, thanks to the introduction of the 899 Panigale (which scored a +74 percent sales success with 5,806 units sold), enjoyed an overall growth of 12 percent, with a total of 9,788 bike units in 2014.
North American sales remained static compared to 2013, with Mexico experiencing 8 percent growth. The United States continues to be Ducati's top market, with 8,804 units sold. Sales in South America increased considerably, especially in Brazil (+ 74% percent 1,174 bikes sold), due to the expansion of the dealership network in that country and the market introduction of the full model range with local CKD production.
In Europe sales were slightly down (-3 percent with 19,743 units sold overall); Ducati attribute this to challenging conditions in several markets. Sales in Italy were especially disappointing, down by -14% with 4,284 units sold. Conversely, the UK reported a 16 percent growth in unit sales (2,742).
Growth was also seen in Asia, where Ducati achieved a sales record (+11 percent with 5,787 units sold). Performance was also strong in Thailand (+22 percent with 3,057 units sold) and China, where sales volumes almost doubled (+97 percent).
Ducati also succeeded in boosting sales in Australia (+13 percent with 2,132 units sold) and slightly increased its performance in Japan (+1% with 2,558 units sold).
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