For the third consecutive year, Ducati, the iconic motorcycle manufacturer from Borgo Panigale, has surpassed the one-billion-euro revenue mark, solidifying its position as a leader in the premium two-wheeler market. In 2024, the company achieved a revenue of 1.003 billion euros, coupled with an operating result (EBIT) of 91 million euros, reflecting a profitability of 9.1%. These impressive figures underscore Ducati’s resilience and strategic focus on maintaining exclusivity, innovation, and financial strength in a challenging global market.
Claudio Domenicali, CEO of Ducati, emphasized the significance of these results: “The 2024 financial performance reaffirms the strength of our brand and our ability to generate the resources needed to invest in excellence, value, and exclusivity. Despite a competitive and complex environment, Ducati continues to thrive, thanks to our commitment to delivering products that embody the perfect fusion of beauty, performance, and technology.”
A Year of Strategic Resilience
In 2024, Ducati delivered 54,495 motorcycles to enthusiasts worldwide, a slight decline compared to the 58,224 units delivered in 2023. This reduction aligns with the company’s philosophy of preserving the exclusivity and value of its products, ensuring that each Ducati remains a symbol of prestige and passion.
Henning Jens, Ducati’s CFO, highlighted the company’s strategic approach: “2024 was a challenging year, marked by difficult market conditions. We prioritized long-term sustainability and profitability over volume growth, focusing on efficiency and maintaining our premium positioning. This strategy allowed us to achieve a 9.1% return on sales and a solid operating result, demonstrating our ability to generate value even in tough circumstances.”
Innovation and Exclusivity at the Core
Ducati’s success in 2024 is a testament to its unwavering commitment to innovation and excellence. The company’s product range continues to set benchmarks in the industry, combining cutting-edge technology with timeless design. Looking ahead to 2025, Ducati has unveiled ten new models, further expanding its portfolio to cater to the diverse preferences of its global community of Ducatisti.
Among the highlights are the new XDiavel V4 and Multistrada V4, both powered by the advanced V4 Granturismo engine. The Panigale V4 and Streetfighter V4 feature the latest evolution of the Desmosedici Stradale engine, while the Panigale V2, Streetfighter V2, and Multistrada V2 are equipped with the new V2 engine—the lightest twin-cylinder ever produced by Ducati.
In a bold move, Ducati is also venturing into the off-road segment with its first-ever motocross bike, set to debut in June 2025 at select dealerships. This expansion into new territories reflects Ducati’s ambition to innovate and diversify while staying true to its core values of performance and exclusivity.
A Beloved Brand with a Bright Future
Ducati’s 2024 achievements are not just a reflection of financial success but also a testament to the brand’s enduring appeal and the loyalty of its global community. As Claudio Domenicali noted, “Our commitment to making every Ducatista feel part of a great family has made the brand more beloved than ever. With a solid financial foundation, we are well-positioned to continue investing in research, development, and racing, while strengthening the uniqueness and prestige of our products.”
As Ducati looks to the future, its focus remains on delivering motorcycles that inspire passion, embody innovation, and set new standards in the world of two-wheelers. With a rich legacy and a forward-thinking vision, Ducati is poised to continue its journey as a symbol of excellence in the global motorcycle industry.
