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DUCATI: CUSTOMER LOYALTY PAYS

Admitting that a “challenging supply-chain environment” has delayed deliveries to customers, Ducati nevertheless filled its coffers admirably in the three quarters of 2022 to date. Such success has mainly been due to “a strong price position” and focusing production on particularly in-demand models. BDN financial editor Roger Willis reports.

Although nine-monthly global retail sales volume for the brand grew by only 0.3% to 49,873 motorcycles, revenue was 21.1% up to £751m. Resultant operating profit surged by 62.7% to £94m. Operating margin improved substantially to 12.5%, against 9.4% in the equivalent period last year, and is currently exceeding a long-term annual target of 8-10% by a considerable degree.

Wholesale shipments to dealers worldwide from plants in Italy, Brazil and Thailand increased by 19.1% to 56,196. European customers accounted for 54% of all retail, rising from 53% year-on-year. US dealers sold 13%, down from 15%. China was up to 8% from 7%. Other regions shifted 24%, falling from 25%. 

Ducati’s Dual/Hyper segment spanning Hypermotard, Multistrada and Desert X products led the field at both wholesale and retail levels. Shipments climbed by 30.8% to 19,365 and retail sales were 13.2% higher at 16,881. Multistrada adventure variants were outright best-sellers for the brand, with 11,691 ridden out of showrooms.

The Naked/Cruiser segment, comprising Diavel, Monster and Streetfighter models, was in hot pursuit. Some 18,509 bikes were despatched to dealers, increasing by 27.9%. Their customers bought 16,467 of them, standing as relatively modest growth of 5.7%.

Scramblers proved to be the Ducati dunce, presumably because limited supply-chain resources were more profitably diverted elsewhere. Only 8545 were made and shipped, a marginal 1.4% rise, and retail sales fell by 25.4% to 7109.

The Sport segment, Ducati’s premium-priced headline act of glamorous supersport and superbike machinery, was also weak to some extent. Shipments grew by just 3.2% to 9777 and deliveries to customers suffered a 2.9% decline to 9416.

€-£ currency translation at forex rates applicable on 31 October   

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