It’s a good time to be a Ducatisti.
For the first time in its history, Ducati Motor Holding has broken the 50,000 bikes sales for the year barrier. This is quite an achievement when you consider that last year their figures were reporting 40,560 bikes sold, and that in itself was a record for the bologna-based builder.
We’ve heard on good authority that a lot – and we mean A LOT – of these sales have been down to the Scrambler, a bike that has opened up the Ducati brand to a whole new sector of motorcyclists. The margins on these lower priced machines may be lower, but Ducati are betting big on machines like the Scrambler being an entry-route for those motorcyclists who have previously been priced out of the red shield badge.
“Reaching the 50,000 bike mark is a huge sales achievement for Ducati. Growth is not a goal in itself but, rather, an indicator of customer satisfaction with regard to both the bikes and the overall quality of our work.” – Claudio Domenicali, CEO Ducati Motor Holding.
It will surprise no-one when they release a smaller, 400cc capacity bike at next week’s EICMA show in Milan.