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Ducati USA sales on downward trajectory

The sales figure of 2018 is both good and bad news for Ducati Motor Holding. The bad news is that the company sold 53,004 motorcycles last year which is a marginal drop by 5% as compared to the figure in 2017. This also brings to halt 8 years of consecutive positive growth shown by the company. And the good news is that Ducati sold 9,700 units of the Panigale model range in 2018, and it holds the title of top superbike brand in the world. It is a 70% growth in comparison with the figure of 2017. Top contributor for the decline was lack of sales in the mid segment in its top market, the Ducati USA market.

According to Ducati, 6,100 superbikes that were sold were the Panigale V4 model. Currently, Ducati holds a 26% market share in the superbike field that clearly means that every one in four bikes that was sold was a Ducati. Last year, Ducati sold about 11,829 adventure tourers.