Every Fourth Ducati Sale is a Multistrada 1200
Despite only being launched in April 2010, almost 1 in every 4 new Ducatis sold last year was a Multistrada 1200. The Bologna entry in the Soft Roader market was a resounding sales success for Ducati showing that the company’s bets on product development and investment in a challenging economy paid off.
Ducati recorded a 5% increase in worldwide registrations for a total of 36,200 motorcycles in 2010 despite a 13% decline in sales for the market segments in which the company competes. These results means the company continued its recent trend of increasing market share with Ducati now at 8.6% – double the figure in 2007. Sales grew in Italy, where they have a 15% market share, but also in the USA and the Far East, the rapidly growing region in which Ducati enjoyed 64% growth.
Leading the company’s growth was the Multistrada 1200, which has been a standout performer since its introduction in April of 2010. In less than nine months, 8,887 units were sold, and 7,200 registered, giving it a 14.3% market share, second behind the all conquering BMW R1200GS. Clearly this achievement was a matter of great pride for CEO, Gabriele Del Torchio.
“The new Multistrada is really a global success. We have been able to sell something like 8600 bikes during 2010 and we achieve market share over 14%, despite the fact that we introduced the bike only from April.”
Other factors Del Torchio attributes to the impressive performance are an improvement in product quality (warranty costs have declined around 50% in last four years), the expansion of the dealer network but also the strengthening of the brand, or the ‘Brand Coolness’ as the CEO puts it.
Looking to the future, the company is pinning its initial hopes on the new category defying Diavel. The model is the most ambitious journey so far away from the brands core sporting values, so it is a critical move that will be closely watch.
“This is really a fantastic bike. It’s very light. It’s only 207 kilos. It has an engine with 163 horsepower. And despite the big tires, you can lean up to 41 degrees. You’d be surprised testing this bike. So I have a lot of expectation from this bike. Not only from North America.”
link: Sport Rider
To celebrate our second birthday we plan to give away a copy of Ring of Fire: The Inside Story of Valentino Rossi and MotoGP by Rick Broadbent. To be in the draw to win all you need to do is to be a fan of the Ducati News Today Facebook page. Already a fan? Then you don’t need to do anything, you’re already entered. If not,simply head on over to our Facebook Page, hit the like button and you’re in. Too easy. The competition will run for 3 weeks with the draw occurring on Saturday, February 19th at 9am US Eastern time with the winner announced shortly afterwards. All fans of our Facebook page at that time will be eligible to win.
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