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global sales record for ducati – up 97 per cent in china

In 2014 Ducati Motor Holding spa achieved a new sales record by delivering 45,100 bikes to customers, two per cent more than in 2013, marking the fifth consecutive year of growth.

This increase also stemmed from the introduction of new products that, despite market uncertainty, made a clear contribution to what has been an outstanding result for Ducati. More specifically, with the introduction of the new Monster 1200 and Monster 821, Monster family sales rose by 31 per cent, with 16,409 new bikes sold. The superbike family, thanks to the widespread introduction of the 899 Panigale, which scored a +74 per cent sales success with 5806 bikes delivered to customers, enjoyed an overall growth of 12 per cent, with a total of 9788 bikes sold in 2014.

North American sales performance was in line with that of 2013, with Mexico experiencing eight per cent growth. The US continues to be Ducati’s top market, with 8804 units delivered to customers. Despite difficult market conditions, sales in South America increased considerably, especially in Brazil (+ 74 per cent, 1174 bikes sold). This was achieved thanks to considerable expansion of the dealership network in that country and the market introduction of the full model range with local CKD production.

In Europe sales slowed a little (-three per cent with 19,743 bikes), mostly due to challenging conditions on several markets. However, while sales in Italy fell short of those attained the previous year (-14 per cent with 4284 bikes), other European countries were almost stable, with the UK actually experiencing significant double-digit growth (+16 per cent with 2742 bikes).

Double-digit growth was also seen in Asia, where Ducati achieved an all-time sales record (+11 per cent with 5787 bikes). Performance was particularly strong in Thailand (+22 per cent with 3057 units) and China where sales volumes, with respect to 2013, almost doubled (+97 per cent).

Ducati also succeeded in boosting sales in Australia (+13 per cent with 2132 bikes) and strengthening its performance in Japan (+one per cent with 2558 units).


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