Ducati post 10 figure earnings for 2024 marking three years on the trot of €1 billion plus revenue
Ducati has capped off 2024 by surpassing the €1 billion revenue mark for the third year on the trot.
The Borgo Panigale brand finished the year with €1,003 billion in earnings, slightly down from 2023’s €1,065 billion – despite facing a struggling global motorcycle industry marked by significantly reduced demand for new bikes.
The brand’s operating profit (EBIT) stood at €91 million, corresponding to a 9.1% profitability margin – again just shy of 2023’s numbers, where 10.5% was achieved.
Ducati CEO Claudio Domenicali said: “We enjoy a solid financial base that allows us to continuously and significantly invest in research and development, innovation, and racing competition, while continuing to strengthen the uniqueness and prestige of our product range.”
The company also delivered 54,495 motorcycles globally in 2024, down from 58,224 the previous year. The Italian firm suggests that while overall sales are down marginally, this is in line with their philosophy, which “aims to preserve the exclusivity and value of its products for its passionate clients.”
Ducati’s CFO, Henning Jens, highlighted the company’s strategy of prioritising long-term sustainability over sales volume, adding: “2024 was a complicated year due to the particularly challenging market conditions.
“We chose to focus on protecting overall profitability, prioritising long-term sustainability rather than just aiming at increasing sales volumes.”
Looking ahead, Ducati has unveiled a slew of new models for 2025, including the XDiavel V4, Multistrada V4, and Panigale V4, as well as their twin-cylinder stablemates.
The company has also delved into the off-road segment, introducing its first motocross bike, with a second in development, as well as a road-legal enduro further down the line.
