Monday, March 1, 2021

After slow start in 2020, Ducati comes through for a strong finish

The company met the pandemic challenge by increasing sales in Europe and Asia-Pacific.

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Ducati’s growth in China accelerated in 2020, with sales up 26%, making that country its fourth largest market, in a year that quickly ran into pandemic problems but powered through to a record second half.

Aside from China, sales were up nearly 7% in Germany, and 11% in Switzerland. Italy became the first market in the world to move over 7,000 units.

“2020 was a whole new challenge,” said Claudio Domenicali, Ducati CEO. “We were able to make the most of the two-wheel market recovery that began in June, and by redefining our working methods, we maintained the safety of our employees, and stayed close to our fans.”

Domenicali was proud of Ducati winning the Constructors’ World Title in MotoGP for the second time and enthusiastic about the future, saying “The upcoming racing season will see our young and talented riders compete with optimism and a constant desire to improve.”

The company expanded by setting up a fully owned corporate subsidiary to manage the Ducati brands in Australia and New Zealand.

The Streetfighter V4 was the best-selling model of 2020 while the Ducati Scrambler was the best-selling family. The year also saw the Superleggera V4 and the Diavel 1260 Lamborghini both go into production.

Francesco Milicia, vice-president and global sales director, said, “During 2020, we developed the Ducati Cares programme which allows Ducatisti to return to their trusted dealers in complete safety or to interact digitally to book an appointment or evaluate the purchase of a motorcycle remotely.”

The interest of enthusiasts was immediately reflected in the most ever advanced orders at the start of a year.

As for 2021, this year, the company has already begun deliveries of the Multistrada V4, the first motorcycle in the world equipped with front and rear radar, a technology milestone in the world of two wheels.

Dealers will also receive the 2021 Model Year Panigale V4 SP, the SuperSport 950, the Monster, and the Scrambler Night Shift.

Boss Domenicali is optimistic and raring to go. “We are starting the year with the certainty that we have an increasingly complete range that is careful to meet the needs of different types of motorcyclists,” he said.

“The new products have already led to a very positive order portfolio for 2021, which is a clear sign of the appreciation of our fans.”

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