The Big Comeback
THE BIG COMEBACK
Bruno dePrato
EVERYBODY EXPECTED an improved financial outlook at Ducati after the highly successful rollouts of the 1098 and Hypermotard. But nobody expected things to get so good so fast.
The first half of 2007 was, in a word, incredible, especially if you look back at the financial the company had been in over the past five years. Although 2006 had shown some positive growth, it was nothing compared to what’s going on now.
A few comparisons are in order. Gross income from the first half of 2006 was $229.2 million, while the same period in 2007 showed $320.8 million, a net increase of 40 percent. Much more important, net income has literally skyrocketed from $3.1 to $22.2 million. This has brought a drastic reduction in debt, dropping from $45.4 million to just $6.4 million.
In terms of sales, the biggest numbers were, of course, delivered by the new 1098 at 8599 units (just 2583 999s were sold in the first six months of 2006). The Hypermotard, a new entry late this past spring, accounted for almost 2000 units. The rest of the line more or less held steady. In total, Ducati sold 22,873 units worldwide
versus 18,058 in 2006. North America has become the largest single market for Ducati in the world.
Claudio Domenicali (left), Ducati’s Chief Project Engineer and Product Manager, said the recipe for the new bikes that led to the turnaround was simple. “Talk with the ducatisti, listen to them in great humility and then lay down projects of great all-around quality-no corner-cutting could be allowed anywhere,” said Domenicali. “Highly sophisticated engineering, elegant styling, highest-quality
components were necessities. With our name and our image, we do not have any alternative. The only alternative is failure.”
Questioned about new models, Domenicali remained silent. But it is logical to expect a new Monster and possibly a new Supersport shown before the end of this year. The Multistrada may also get a facelift.
