Ducati’s parent company, Audi Group, has released financials for the first half of 2020, and sales figures have yet to show significant divergence from general market trends. Moreover, Ducati’s results are even slightly better than those of the competition so far.
General trend framework
Thus, Pierer Mobility is experiencing a 33 percent decrease in sales compared to the same period last year (more details), Harley Davidson – 27 (details), Indian Motorcycle – 28 (details), and Piaggio – 24.5 percent.
Against this backdrop, Ducati’s reported 24 percent drop in sales is within trend limits and is not a cause for alarm, as everyone is struggling. Judging by the fact that Audi has decided to publish a semi-annual report, rather than another quarterly, the semi-annual numbers seem to look nicer.
Ducati sold 14,447 motorcycles in the second quarter of 2020, up from 19,157 in the same period in 2019. The Audi Group has published in some detail the sales of different classes of motorcycles, and here are the details we learned from them.
Of all the categories, the naked / sport cruiser segment (Diavel, Monster and Streetfighter) experienced little to no shock. In the second quarter of 2020, Ducati sold 4,941 in this category, up from 4,975 a year ago. In other categories, such stability is not even closely observed.
Ducati Q2 2020 Sales
Severe sales failures are evident in two categories: Scrambler – 2965 vs. 4061 Q2 2019, and Dual / Hyper (3602 Hypermotards and Multistrad vs. 6360 Q2 2019). Sports bike sales, including the SuperSport and Panigale, totaled 2,939 bikes in the second quarter of 2020, up from 3,761 in the same period in 2019.
Curiously, in the first six months of 2020, the Dual / Hyper category has the strongest drop in sales. – 6496 against 10501 in the first half of 2019. Moreover, the result for the first half of 2020 is only slightly higher than the first quarter of 2019, for which 6,360 motorcycles in this category were sold. In other categories, such significant failures are not observed.
It remains for us to state that 2020 has hit most motorcycle manufacturers fairly evenly, and Ducati, like the rest, is hoping to improve performance in the second half of the year.