Ducati saw motorcycle sales climb once again in the first quarter of 2019, and its Hypermotard, Multistrada and Scrambler models were the driving force behind those gains.
In the first three months of 2019, Ducati sold 12,541 motorcycles; that’s a 11,949 sold in 2019’s first quarter. That’s about a five per cent gain, and no doubt encouraging for the European manufacturer, as a lot of established manufacturers in enthusiast-driven markets are seeing a slide in the opposite direction.
So what was the reason for Ducati’s growth? Some new models were a major part of the growth. The updated Scrambler models (now with leaning ABS), saw sales rise 14.8 per cent to 2,894 machines sold in 2019’s first quarter.
The Multistrada and Hypermotard lineups also saw new or updated models for 2019 (Hypermotard 950, Multistrada 1260 Enduro, Multistrada 950 S), and saw sales rise as a result. The Multi/Hyper segment saw 4,113 bikes sold in 2019’s Q1, up 18.6 per cent from 2018’s 3,469 bikes sold in 2019’s Q1.
So, all very good-sounding, right? But then there’s a downside. The superbike segment saw 2,868 bikes sold in Q1, down 13.5 per cent from the 2,480 superbikes Ducati sold in 2018’s first quarter.
The naked bike lineup also took a dip, but only a small one. Between the Diavel, Monster and Streetfighter lines, Ducati saw sales drop from 3,089 bikes in 2018 Q1 to 3,054 in 2019’s first quarter. Not a big deal, for sure.
It’s interesting, as always, to see capable, multi-purpose bikes are once again driving sales. Despite naysayers declaring the end of adventure bikes, it seems ADV machines aren’t going anywhere, and even the classic bike segment is now catching on, with scrambler-type bikes seeing sales growth.