How the Ducati Superbike 999 Wasn’t a Sales Flop & Other Ducati…

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Ducati 916 Strada

How the Ducati Superbike 999 Wasn’t a Flop — Other Superbike Sales Statistics

@ 3:27 pm, by Jensen Beeler 19

Sales figures are a closely secret in the two-wheeled realm, when it comes to numbers for motorcycle models. It is a shame as these are the kind of numbers we here at Asphalt Rubber to pour over for hours, for insights, trends, and meanings. So for us, the graph is made of pure gold.

Taken from the 1199 Panigale R international launch. where Ducati Holding’s General Manager Domenicali shared with the journalists the first-year sales for each of the Italian company’s models, the above is a direct of the presentation’s slide, which didn’t include when it us a copy of the PowerPoint presentation.

In the age of and smartphones, not to mention a room of moto-journalist, it is hard to imagine how didn’t foresee this being disseminated to the public, but I After the jump are some of my thoughts from looking at the on each model. We’ll be more with this in the coming days as well.

The Ducati Superbike 916/996/998

The thing noticeable from sales information is the relatively number of Ducati Superbike that were sold in the introductory year. Of course, we all Massimo Tamburini’s design the Ducati 916 as being one of the all-time but it is interesting to note looking in retrospect that a machine such notoriety wasn’t a run in terms of units sales at the of its worldwide release.

Also of are relatively static sales from the Ducati Superbike 996 and Superbike 998, which greatly in sales from the in the sport bike market at the Out-selling the Ducati Superbike 916 2:1 at their debut, the 996 and 998 actually losses for Ducati in terms of sport bike marketshare, sort of muddles the waters trying to assess the success of any one of the models.

The Ducati Superbike 999

For all the vitriol came from Ducatisti Pierre Terblanche debuted his 999 design, it is worth noting the 999 maintained the sales momentum of the 998 actually out-sold its predecessor), a weaker sport bike at the time. And before the motorcycling collapses in on itself like a star, there is also the that Ducati gained (perhaps the more relevant with the “ugly” Ducati 999.

In fact, the 999 righted a sport bike marketshare for the Bologna Brand…and yes, 999 out-sold Tamburini’s original 916 by two-to-one in first-year unit worldwide (continuing the trend the 996 998). Not bad for a Superbike with a swingarm and stacked dual-headlights.

The Ducati Superbike 1098/1198

of course returned to the good-graces of its fan releasing the Ducati Superbike in 2007, with a design looked like a modernization of 916. Where Terblanche’s was avant-garde, and pushed the envelope of how far Ducatisti were willing to into deeper two-wheeled Giandrea Fabbro’s design of the was a return to safer harbors for the

As we can see from the figures, the Ducati 1098 was a huge sales for Ducati Motor Holding. Out-selling the 999 by than double in first-year sales, the 1098 more quadrupled the mark left by its the 916. With 2007 the last full-breath of the pre-recession bike market, Ducati had roughly 7% of the big sport bike — a record at the time for the brand.

Of course even Ducati immune to the economic recession, and the 1198 being more of an to keep in-line with the rule change for twins, than a from-the-ground-up new model, its sales status, when put the 1098, is to be expected.

The Ducati Panigale

In 2012, Giandrea returned to ink Ducati’s next design, with his Ducati Panigale winning an internal contest and ultimately going production. Featuring the same chassis that was proving to be a failure in the MotoGP Championship, the 1199 Panigale was by most a sales success …though not as much as was hoped, as our sources us.

By this point in time, the sport bike market had than halved itself 2007′s mark, and new motorcycle in Spain, Italy, and Greece vanished from the European charts (a topic we’ll in another article). With as a whole shying away sport bikes as well, the 1199 Panigale entered a market for its debut.

Selling at only

60% of the volume of the what the Panigale lacked in sales numbers at its premiere, it up for with captured market taking 10.9% of the big-displacement bike market in 2012 — the record for Ducati Motor

Our Bothan spies tell us one in every four Panigales its way to the United States, which solidify the American market as number one market for motorcycle (an unsurprisingly development considering the decimation of Italian motorcycle

This all said, our sources say early Panigale sales had the 1199 meeting or exceeding the mark left by the 1098. But as has shown us, even another design, coupled to Ducati’s powerful and lightest sport could not overcome the recession.

But this was not the first time over-predicted its future sales, as we told by our Bothans that Panigale planned to increase going into the heat of the before cooler heads and contrition became an industry-wide

Stay tuned for next as we dive into the old “race on sell on Monday” adage, has plagued the motorcycle industry for far too

Graph Data: Ducati Holding; Graph Design: © Jensen Beeler / Asphalt  – Creative Commons – Attribution 3.0

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