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Ducati Claims 43% Sales Increase for 2011

Thursday, January 19, 2012
The 2011 calendar year ended weeks ago, with fiscal reports on the motorcycle industry just starting to roll in. One of the big winners in the American market appears to be Ducati. The Italian marque claims an impressive 43% increase in motorcycle sales. Ducati credits its Diavel and Multistrada for the sucess, with each rider a Motorcycle Best of 2011 Award winner (Best Cruiser 2011: Ducati Diavel, Best Street Bike 2011: Ducati Multistrada). - Ed
Yes  Virginia  there is a Ducati Diavel. And it wheelies!
Ducati North America reports a 43% increase in motorcycle sales for 2011 thanks to its award-winning Diavel.

Ducati North America today announced 2011 motorcycle sales growth of 43 percent compared to 2010 and a record market share in all of it’s territories: US, Canada and Mexico. This result established North America as Ducati’s number one market for the first time ever.

Ducati Performance line of apparel and accessories also recorded significant growth with a 50 percent annual
increase.

Ducati’s growth was fueled by an expanding product line-up, including the award-winning Diavel and Multistrada. Voted “Best Cruiser of 2011” by several motorcycle magazines, the Diavel accomplishes its goal of capturing and attracting new customers to the brand. The Multistrada, voted “Best Open Street Bike” by Cycle World for the second year in a row, continues to prove its adventure touring capabilities with the successful completion of the historical La Carrera Panamericana race in Mexico along with its second win of the Pikes Peak International Hill Climb.

“Growth in the North American market is a top priority for Ducati. North America’s outstanding performance significantly contributed to Ducati’s global success in 2011, which has been a record year for us in terms of global sales, market share and profitability,” said Cristiano Silei, Chief Executive Officer of Ducati North America. “This year the company made substantial investments in new product, key personnel and in the strength of our distribution network. These elements, combined with an array of extraordinary products, including our new Superbike, the 1199 Panigale, will continue to fuel our growth in 2012 and beyond.”

In 2012, Ducati will refocus its efforts in the sportbike category with the first customer deliveries of the brand’s newest flagship Superbike, the Ducati 1199 Panigale and the 848EVO Corse Special Edition. New additions to the Ducati line-up also include the Diavel AMG, the recently announced Diavel Cromo, as well as the highly anticipated Streetfighter 848.

Ducati North America also announced the launch of a new retail identity initiative aimed at enhancing the Ducati customer experience.

“The introduction of the retail identity program demonstrates Ducati’s commitment to its core brand values, while building a complete and seamless shopping experience for customers,” said Dominique Cheraki, General Manager of Ducati North America. “We are dedicated to a continual investment in the functional and emotional quality of our products, as well as the premium retail experience.”

For more information about Ducati North America and Ducati’s line of performance motorcycles, please visit www.ducatiusa.com or your local Ducati dealer.
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Comments
Piglet2010   January 19, 2012 08:24 PM
Sales of expensive "bauble" bikes that are symbols of conspicuous consumption are up, while those of lesser social status are down. Goes to show the "motorcycle as toy" status in the US. The manufacturers need to step up with a campaign such as Honda had a half-century ago to get new riders, if they want to stay in business. Or maybe they see the US as a dead-end market, and would rather concentrate on getting new riders in Asia and South America?
screamer69   January 19, 2012 10:57 AM
When is the 1198 Panigale launch?...first ride should be soon, eh?