25 Jun 2012

Audi breathe a sigh of relief..Ducati post record sales

Ducati purveyors of fine, if sometimes painful to ride, motorcycles have announced record sales.

Ducati president, Gabriele Del Torchio, announced at the recent World Ducati Week at Misano that Ducati have doubled their market share since 2006. Models such as the Multistrada 1200, Diavel and 1199 Panigale helped Ducati's sales increase from 35,300 bikes in 2006 to 42,200 at the end of 2011.

The old adage win on Sunday, sell on Monday is obviously being surpassed nowadays by favourable exchange rates (although Ducati's bikes are still some of the most expensive) and beautiful, reliable and technologically advanced machines. Despite their recent failure to win in MotoGP with the hugely charismatic but also hugely expensive Valentino Rossi Ducati are doing rather well.

Yamaha, Honda et al need to learn a few lessons from Ducati (and Triumph) that it is aspirational bikes and a trusted brand, rather than winning races, that sells in today's market.