Ducati Continues to Make Gains

CEO Del Torchio speaks on company’s progress

By Motorcycle.Com Staff, Jan. 13, 2011
Ducati Chief Executive Officer and President Gabriele Del Torchio says the Italian manufacturer made gains in sales and market share in 2010, the final year of a three-year strategic plan.

Speaking at the Wroom 2011 ski and press event in the Italian Alps, Del Torchio says Ducati met all of its goals from the three-year plan first presented in January 2008. Over those three years, Ducati has presented 12 models, two more than originally planned. Sales have increased despite a struggling market.  

“Registrations increased by 5% in 2010, reaching 36,200 motorcycles, enabling us to achieve a market share of 8.6%, a 1.5 point improvement compared to the final figures of an already positive 2009,” says Del Torchio. “Ducati is growing on all markets and especially in Italy, where our share today is more than 15%, and in North America and the Far-East where sales increased by 64%. The dramatic impact of the world crisis on this specific market (-52% over the three past years) saw the motorcycling industry lose 12.1% and 13.7% for our specific segment.”

Ducati Multistrada 1200

Del Torchio singled out the Ducati Multistrada 1200 for the gains made in 2010.

“A great contribution to 2010 was provided by the Multistrada 1200,” says Del Torchio. “Although the motorcycle has only been available since April 2010, 8,887 were sold and 7,200 registered, conquering 14.3% market points in its segment. It was its first year on the market and the Multistrada became the second world-best-seller. “

2011 marks the beginning of a new three-year strategic plan for Ducati. From 2011 to 2013, Ducati will focus on continuing its growth, in both traditional and newer markets. December saw the opening of Ducati’s third dealership in India as well as an assembly plant in Thailand.