Ducati’s Global Sales Rev Up, But China Hits the Brakes

Ducati, the famous Italian motorcycle maker, recently reported a small drop in its global sales for Q3 2023.

Global sales remained steady, but China witnessed a sharp 46% drop in Ducati motorcycle sales during the first nine months.

Ducati, reported delivering 47,867 bikes in the first three quarters of 2023, a 4% decline from 2022’s 49,858.

In October 2022, Ducati marked 49,858 as their “best September ever,” showing a 21% rise from 2021, their stellar year.

Ducati noted stable or slightly growing sales in most markets for the first nine months of 2023. Italy had a 2% increase, selling 8,474 bikes, while the United States also saw a 2% rise, selling 6,704 bikes.

In Germany, Ducati’s third-largest market, sales increased by 1% to 5,764 motorcycles. China, as Ducati’s sixth-largest market in Q3 2023, saw a slump, with only 2,201 motorcycles sold—a 46% decrease from 2022.

Francesco Milicia, Ducati’s VP of global sales and after-sales, recognized the challenging situation in China.

He explained, “In a challenging market situation, we’re witnessing declining sales in China, a country cherished by Ducati enthusiasts.”

Ducati’s top-sellers for the first nine months of 2023 were all versions of the Ducati Multistrada V4, with 8,680 bikes sold globally.

The Panigale V4 and Diavel V4 were also popular choices. Ducati highlighted the success of the Monster 30th Anniversario limited edition, with all 500 units sold out.

Ducati is eagerly looking forward to showcasing its latest motorcycles at EICMA 2023 in Milan, Italy, from November 7 to November 12, 2023.

This event will provide fans with a glimpse of the company’s innovations and designs, reinforcing Ducati’s commitment to leading the motorcycle industry despite challenges in the global market.