Ducati Delivered 55,871 Bikes to Customers Worldwide in 2017, Up 1.3% in U.S.

Claudio Domenicali, CEO Ducati Motor Holding: “Another positive year for Ducati from both a business and racing standpoint”

In 2017, Ducati said it delivered 55,871 bikes to customers worldwide, strengthening the success of the previous year (55,451) and continuing the upward trend for the eighth straight year.

“2017 was another great year for Ducati, both commercially and racing-wise,” stated Claudio Domenicali, CEO of Ducati Motor Holding. “We battled it out for the MotoGP title all the way to the last race, won six GPs and brought home the best results since 2009. Continuous renewal of the product range and a strong focus on creating motorcycles of the utmost quality has allowed us to keep on growing despite the problems affecting the world market. I extend heartfelt thanks to all the men and women whose passion makes it possible, every day, to build these extraordinary bikes. Their work has made Ducati an emblem of Italian excellence”.

In 2017 the Multistrada family, now extended to include the new Multistrada 950, proved particularly popular. The Monster family also enjoyed healthy sales, as did the SuperSport and the exclusive 1299 Superleggera, 500 of which were purchased (at a price of 80,000 euro each) even before they went into production.

Ducati Scrambler solidified the success of the previous two years, reinforcing the range of Scrambler bikes offered by the addition of the new Desert Sled and Cafe Racer. A total of 14,061 Scrambler bikes were delivered in 2017, making a significant contribution to overall sales.

The Italian market was particularly buoyant, ending 2017 with 12% growth (8,806 motorcycles delivered). The upward trend was also evident in Europe, where Ducati increased bike deliveries by 4% to a total of 31,123. Ducati also grew on the Spanish market, where sales rose by a considerable 28.3%.

In the USA – which remains Ducati’s biggest market – deliveries were up by 1.3%, with unit sales totaling 8,898. In Argentina, the growth rate reached a + 66%! In Asian markets Ducati delivered a total of 5,805 bikes, also strengthening its position in China (+ 31%) where the dealership network doubled in size from 9 to 18.

“Despite a shrinking global market, we’ve succeeded in increasing our market share. We’ve expanded significantly in both consolidated markets such as Italy and Spain and in strategic emerging markets like China and Argentina. This is thanks to a range capable of generating loyalty among Ducatisti all over the world yet also winning over new customers with models such as the SuperSport, Multistrada 950 and the Scrambler family. Moreover, the sales success of the 1299 Superleggera and 1299 Panigale R Final Edition confirm our technological and brand leadership in the high-end sport bike segment”, added Andrea Buzzoni, Global Sales and Marketing Director.

The 2018 product range promises to be even more competitive and innovative. For example, the eagerly awaited Panigale V4 will be the first Ducati factory motorcycle to be equipped with a four-cylinder engine, a direct offshoot of the Desmosedici used in MotoGP and the result of the biggest investment the company has ever made in a single product. The new Ducati Scrambler 1100 adds a totally new dimension to the Scrambler world. In addition, the Multistrada 1260 takes the technological evolution of the Multistrada to the next level: a high-resolution instrument panel, electronic gear shift and a big increase in mid-range torque make it the perfect sport-tourer. A renewed 821 and the 959 Panigale Corse complete the new bikes for 2018.

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The Sturgis Motorcycle Museum and Hall of Fame recently named Marilyn Stemp and Steve Piehl to its board of directors.

Stemp is a pioneering figure in the motorcycle industry, founding IronWorks Magazine with her late husband, Dennis, and becoming the first female editor of a nationally circulated, mainstream motorcycle magazine. She also revived their trade magazine, Iron Trader News; edits the monthly Kiwi Indian News; contributes to several powersports media outlets; and is the founding editor of Sturgis Rider Daily. Stemp is a noted editor and writer of several motorcycle-focused books. Her consistent support for charitable efforts in the industry include the annual Biker Belles Celebration, Las Vegas BikeFest and as campaign chair for the Sturgis Motorcycle Museum’s development plan in 2014. She co-founded the Flying Piston charity events taking place in Daytona and Sturgis each year and is a National Ambassador for All Kids Bike. Stemp was inducted into both the Las Vegas Motorcycle Hall of Fame and the Sturgis Museum's Hall of Fame in 2018, and in 2022 she was recognized as one of the Top 100 Women in Powersports by DealerNews.