Audi Announces Ducati Q2 2013 Sales Results

Ducati sold 26,007 motorcycles over the first six months of 2013, a 4.8% decrease from the 27,316 units sold over the same period in 2012. Last year’s numbers however were on the books for Ducati’s previous ownership and the latest figures represent the first report for the period under Audi ownership.

According to Audi’s second quarter report, Ducati’s sales decrease actually fared better than the worldwide demand for 500cc and larger motorcycles which contracted by 6.9% over the first six months of the year. Like most of the industry, Ducati sales fell in Italy, France and Spain, though the Italian brand did gain some ground in Asia.

Broken down by motorcycle segments, naked and standard models like the Diavel, Monster and Streetfighter represented more than half of all Ducati motorcycle sales at 13,051 units. The Hypermotard, Hyperstrada and Multistrada lines combined for sales of 8,012 units. Sales of sportbikes such as the 1199 Panigale and the 848EVO totaled 4,944 units.

Motorcycle sales, as well as sales from Ducati branded parts, accessories and merchandise generated €378 million (US$502.3 million) in revenue for Audi over the first half. By comparison, Lamborghini, another Audi-owned subsidiary, generated €233 million in revenue. Ducati remains however just a small part of the Audi Group, with its revenue representing just 1.5% of the company’s €25.2 billion in revenue over the first six months of 2013.

Overall, the Audi Group reported an operating profit of €2.6 billion (US$3.51 billion) with Ducati accounting for €57 million (US$75.8 million).

As for the year-end forecast, global demand for 500cc and larger motorcycles is expected to shrink, but Audi predicts Ducati’s revenue will be on par with last year’s results.

[Source: Audi]

By Dennis Chung