While Ducati Corse may not be experiencing their best years in terms of success on the track, Ducati as a worldwide company are and the latest figures from North America have shown that sales of Ducati bikes are sharply on the rise. Last year, 2012, represented their best year ever in North America as their sales rose by 21% in total motorbike sales from 2011 and a whopping 42% in apparel sales. Around 10,883 units were sold in 2012 and this has further affirmed the popularity of the Ducati brand across the Atlantic. There were rumours that Ducati were set to experience another slow year in terms of motorbike sales as the trend has been, since 2008 and the economic slump, one of poor sales however this was not the case in 2012. Indeed, it hasn't just been Ducati who have suffered over the past 5 years. Before the financial crisis that kick started in 2008, around 928,000 new on- and off-road motorcycles were sold in America however over the past few years this number has fallen below 500,000; quite an extraordinary decline. The increase in sales was not just confined by the USA as Canada saw a rise of 25% and Mexico 7% so there has been success right across the North American continent. So what has prompted this massive rise? Some have argued that the news of Audi's takeover of Ducati has been a big deciding factor in many people decision to buy a new motorbike. While the acquisition was less than a year ago and the full effects of it have yet to be realized, the perception of German manufacturing and efficiency combined with the Italian flair and design has been imprinted in many people's minds and this has prompted an increase in sales. Silei did point to the fact that the new models that Ducati had on show were a big reason in the increase of sales. There has been massive investment in recent years in new Ducati models and 2012 saw the likes of the Streetfighter 848 taking center stage however, as Silei pints out, the 1199 Panigale has remained hugely popular and the refinement that the 'older' models have undergone has led to an increase in popularity. In fact, the 1199 Panigale accounts for over 20% of all the Ducati models that have been sold in the USA since it was released in 2011. Another reasons in relation to this increase is the fact that Ducati have spent a lot of time bringing out a wide range of diverse bikes. The company points to the fact that because there are so many options available that are pointed at different riders then there is something for everyone when it comes to a Ducati bike. Silei says himself that the new Ducati's that have been released are not all aimed towards what he deems 'traditional' riders and a whole host of new bikers have either started out with Ducati or have moved to the Italians from other brand. Around 1 in 4 bikes sold in the USA are now Ducati products. When you consider that their stranglehold on the European market has been slipping in recent years then this is quite a big achievement. However, the flip side of this is that, because of the Ducati name and the quality and technology of their products, then maybe it is not such a big surprise after all.
