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DAMAGE CONTROL FOR DUCATI

Although Volkswagen Group’s Ducati motorcycle subsidiary boasted that it had ended 2020 with a record result in the second half of the year, overall annual performance was inevitably cursed by Covid. BDN financial editor Roger Willis reports.

Full yearly revenue was 5.6% down at £578m. But operating profit plunged by 53.8% to a mere £21m. Operating margin fell to 3.6%, against 7.2% in the previous 12 months.

Global retail sales volume declined by 9.7% to 48,042 bikes, while production was 13.3% lower at 44,827 — mainly due to the unfortunate timing of a seven-week factory shutdown in Bologna during the first coronavirus wave.

Star of the show was undoubtedly Ducati’s Naked/Cruiser segment encapsulating Diavel, Monster and Streetfighter models, with sales actually stacking on 16.9% to 16,162. Demand for the seductive new V4 Streetfighter would have claimed most credit for that. Segmental production was also uniquely positive, 5.9% up to 15,865.

Dual/Hyper, covering Multistrada adventure and Hypermotard machines, took most punishment. Sales sank by 25.6% to 12,373 and production plummeted by 32.7% to 11,672. Scrambler sub-brand sales were also slaughtered, 22% down to 9265, with production falling by 12.3% to 8201.

Ducati’s reputation-leading Sport segment, populated by supersport and Panigale superbike offerings, did somewhat better. Sales were only 5.7% in arrears at 10,242. Production dropped by 9.5% to 9089.

As for target markets, 52% were delivered to customers in Europe. US punters accounted for 14% and the Chinese bought 8%. The rest went to various other destinations.     

 

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