The word on the street is 2011 was good to Ducati in North America – very, very good.
According to an article in the Wall Street Journal this morning, Ducati is expected to announce 43 per cent sales growth in North America last year.
This seems to be part of a growing trend in the motorcycle industry; mainstream manufacturers have had trouble moving their bikes off showroom floors for a couple years now, thanks to the global financial crisis, but manufacturers of exotic or high-end bikes don’t seem to be suffering the same fate.
Of course, in Ducati’s case, it certainly didn’t hurt when they introduced the Diavel, either; North American riders love cruiser-styled motorcycles, and the Diavel combines that styling with some pretty powerful performance numbers.
Ducati’s Multistrada also helped make up some of those improved sales numbers, as the adventure bike segment continues to see growth.
Carlos Checa’s championship in the World Superbike series last summer likely helped as well; Ducati’s MotoGP team had a poor season, but the production-based Superbike series, along with hype about Ducat’s upcoming 1199 Panigale superbike, boosted the company’s profile. After all, nothing gives your company credit more than wins at the racetrack.
UPDATE – And here it is (Press Release):
DUCATI NORTH AMERICA REPORTS 43 PERCENT GROWTH IN 2011
The Company Posted Six-Consecutive Quarters of Growth with Sales Increases in Every North American Region
Cupertino, Calif. (January 19, 2012) – Ducati North America today announced 2011 motorcycle sales growth of 43 percent compared to 2010 and a record market share in all of it’s territories: US, Canada and Mexico. This result established North America as Ducati’s number one market for the first time ever.
Ducati Performance line of apparel and accessories also recorded significant growth with a 50 percent annual increase.
Ducati’s growth was fueled by an expanding product line-up, including the award-winning Diavel and Multistrada. Voted “Best Cruiser of 2011” by several motorcycle magazines, the Diavel accomplishes its goal of capturing and attracting new customers to the brand. The Multistrada, voted “Best Open Street Bike” by Cycle World for the second year in a row, continues to prove its adventure touring capabilities with the successful completion of the historical La Carrera Panamericana race in Mexico along with its second win of the Pikes Peak International Hill Climb.
“Growth in the North American market is a top priority for Ducati. North America’s outstanding performance significantly contributed to Ducati’s global success in 2011, which has been a record year for us in terms of global sales, market share and profitability,” said Cristiano Silei, Chief Executive Officer of Ducati North America. “This year the company made substantial investments in new product, key personnel and in the strength of our distribution network. These elements, combined with an array of extraordinary products, including our new Superbike, the 1199 Panigale, will continue to fuel our growth in 2012 and beyond.”
In 2012, Ducati will refocus its efforts in the sportbike category with the first customer deliveries of the brand’s newest flagship Superbike, the Ducati 1199 Panigale and the 848EVO Corse Special Edition. New additions to the Ducati line-up also include the Diavel AMG, the recently announced Diavel Cromo, as well as the highly anticipatedStreetfighter 848.
Ducati North America also announced the launch of a new retail identity initiative aimed at enhancing the Ducati customer experience.
“The introduction of the retail identity program demonstrates Ducati’s commitment to its core brand values , wll, while building a complete and seamless shopping experience for customers,” said Dominique Cheraki, General Manager of Ducati North America. “We are dedicated to a continual investment in the functional and emotional quality of our products, as well as the premium retail experience.”
For more information about Ducati North America and Ducati’s line of performance motorcycles, please visitwww.ducatiusa.com or your local Ducati dealer.