Ducati Financials on MC-USA
A link to MotorcycleUSA.com Euro Gossip was passed along to me this evening, and apparently they’re reporting that Ducati isn’t exactly swiming as a company…
Ducati continues to struggle, and that is official since the publication of its first half year trading figures. They took advantage of Stock Market regulations and delayed the results in an effort to be able to paint a rosier picture with a new investor in place.
However, that has not come to fruition yet and the figures show a 14.6% drop over the previous year, or to use cash figures 128.7 million pounds ($223 million) down! Bike sales themselves were down 15.7% and apparel was also down 7.7%. Ducati bosses were putting a brave spin on the figures stating that the 4000 pre-sold Classics will bring things back into line and they only expect a pre- tax loss of 1.3 million pounds ($2.25 million) by the end of the year. Meanwhile in London, two of Ducati’s biggest flagship stores have closed their doors for the last time due to cash flow problems!
None of this gloom however, stopped it launching the new ST3S with ABS and higher spec suspension and wheels at the recent UK show. Along with this was a 999R Xerox WSB replica of the machine ridden by James Toseland and Regis Laconi. It has a 150 bhp version of the Testastretta motor with black Ohlins forks, and higher spec rear shock with separate adjusters for high- and low-speed damping adjustment.
Now I’m not sure this is exactly news to anyone who follows Ducati on a regular basis, but one would have to think given the rather immediate and positive public reaction to both the new Hypermotard and the S4RS things might be looking up…










Ducati’s struggles are partially self-inflicted and partly a result of changing markets.
1. Their new designs like the 999/749 and Multistrada have not been well received.
2. They can’t really enter the growing cruiser market.
3. The sport touring catagory in general is in decline. Hence their consolidation to only 1 model.
4. They are afraid to restyle the 10 year old Monster. It’s the one model that sells in volume. They were
hoping the Multistrada would be the new Monster. It isn’t. Now they are testing the Hyper-Moto as a
possible replacement.
5. The sport classics sold well, so expect more of them. They appeal to an aging motorcycle market which
the pure sportbikes do not.
T
But until they figure out a
It´s just perfectly normal, unfortunately. Same thing in Germany. Stores closing here and there, because with the Euro and other things, life itself became more expensive. Along comes unemployment. Motorcycling is just a hobby, and Ducatis are an expensive toy. Go figure…
But I am with Dylan. With the introduction of the Hypermotard, they might catch up sooner or later.
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