Asger Risom
Italian brand thrives on and off the track, boosted by new models and racing dominance.
Motorcycle manufacturers often ride the waves of both innovation and reputation, and few illustrate this better today than Ducati. As motorsport victories fuel brand prestige, Ducati is blending track triumphs with financial success in a way few can match.
A Record Year for Revenue
As reported by el Economista, Ducati announced revenues exceeding €1 billion for the third consecutive year, alongside an operating profit of €91 million, representing a robust 9.1% margin. While deliveries saw a slight dip to 54,495 motorcycles compared to 58,224 units in 2023, the company’s strategic focus remains clear: consolidate excellence, exclusivity, and customer experience.
According to CEO Claudio Domenicali, “The results of 2024 confirm the strength of our brand and our ability to generate financial resources that allow us to continue investing and consolidating the excellence, value, and exclusivity of our products.”
Expansion Beyond Racing
For 2025, Ducati has unveiled ten new models, further diversifying its range with motorcycles like the XDiavel V, Multistrada V4, and Panigale V2. A significant highlight is Ducati’s debut into the motocross sector, with initial units expected this summer. The brand’s commitment to expanding its customer base, coupled with maintaining its Italian craftsmanship roots, continues to drive its strategic vision.
MotoGP Glory and Marc Márquez Effect
Ducati’s dominance in MotoGP has been a powerful marketing engine. The manufacturer secured three consecutive world titles with Pecco Bagnaia and Jorge Martín, plus three constructors’ championships, not including Pramac Racing’s achievements with Ducati machines. Adding Marc Márquez, an eight-time world champion, to the factory team amplified Ducati’s global visibility even further. His immediate impact — four wins in the first four races — has only strengthened Ducati’s high-performance image.
Track victories have a direct influence on showroom success, validating Ducati’s strategy of blending racing technology with production excellence. As Ducati continues to innovate both on the track and in its model lineup, the brand looks poised for an even stronger future.