Ducati kicks off India sales; launches two Scrambler variants

Ducati has formally started operations in India today, at a press conference held at Ducati’s dealership in Gurgaon, one of the largest Ducati stores in the world.

The gathering was the iconic Italian motorcycle brand’s first official media interaction since entering India and Ducati India Pvt Ltd took the occasion to announce the arrival of two new variants of the Scrambler – Classic and Full Throttle.

“We introduced the Scrambler Icon in June and were overwhelmed with the positive response from our customers,” said Ravi Avalur, Ducati India Managing Director.

“Now, we’re proud to unveil the Scrambler Classic and Full Throttle and are confident that motorcyclists will love these versatile machines also,” he added.

Avalur outlined Ducati’s plans in India, confirming the opening of a new dealership in Bangalore by October 2015. So far, Ducati India has two dealerships in Gurgaon and New Delhi, as well as a third in Mumbai.  Two more dealerships will be opened in Pune and Hyderabad by the end of the year and by 2016, the Italian brand intends to have presence in seven more cities – Kolkata, Chennai, Cochin, Chandigarh, Indore, Jaipur and Goa.

Prices of the two new variants are expected to be announced in a few days. In India, Ducati will launch its entire range of motorcycles, including the flagship superbike 1299 Panigale and 1299 Panigale S. For now, the bikes available in India include the Monster range – the 795, 796 S2R, 821; Scrambler; Hypermotard; Hyperstrada; 899 Panigale; and the sports cruiser Diavel. By October 2015, Ducati will launch the Multistrada in India as well.

Ducati has presence in 90 countries with 825 dealers across the world. Asia is an important market for Ducati with an assembly plant in Thailand. And this is where all Ducatis to be sold in India will be assembled. And India will be a crucial market.

“Before entering India, we were already a known brand here. I have travelled across India and met Ducatisti, felt their passion and know that we will be successful in this country. Ducati will provide the same high standards of service in India as we do everywhere else in the world,” said Ducati Asia General Manager Pierfrancesco Scalzo.

In 2014, Ducati sold over 45,000 motorcycles worldwide, an all-time record for the Italian brand, and Asia accounts for over 13 per cent of those customers, already clocking a 11 per cent increase in sales year on year. And India will be crucial; international brands like Harley-Davidson and Triumph have already made significant strides in India, already clocking record sales in their first few years of operations.

The premium and superbike market in India is growing at a rapid pace, as much as 50 per cent in the last fiscal. From just about 450 superbike units being sold in 2008-09, the numbers have skyrocketed to 3,500 units in 2013-14. In 2014-15, this is expected to more than double and by 2020 it is expected to hit 10,000 units of sales. Those are big numbers and Ducati will now hope to share the spoils with other big players who have already had a first mover advantage. Eventually though, it’s the Indian motorcyclist who will be spoilt for choice more than ever before.