European motorcycle manufacturers set sales records in 2022

BMW Motorrad, Ducati, and Pierer Mobility (KTM, Husqvarna, and GasGas) just released their performance numbers for 2022, and they all reported growth with optimistic outlooks for 2023. Here’s a closer look at their performance.

BMW Motorrad

BMW Motorrad delivered a record 202,895 motorcycles and scooters in 2022, which amounts to a 4.4% increase over 2021. BMW’s press release proudly announced that the last year’s performance marked the “highest sales in the company’s history. The Europe, Americas and Asia regions, in particular, all posted new sales highs.” 

BMW credited its new CE 04 electric scooter with some of that success, although it also acknowledged the role played by perennial favorites like the R 1250 GS and other legacy nameplates. Rumors and spy shots of a water-cooled R 1300 GS are already circulating, and with an anticipated launch date sometime in 2023, BMW Motorrad looks poised for another healthy year.

Ducati

In its 2022 report, Ducati celebrated “an extraordinary year with 61,562 motorcycles delivered worldwide… the best year ever.” That’s a 3.6% increase over the previous year. The Bologna brand also used its annual recap to praise its successful year of racing in MotoGP and WorldSBK. Both its sales and motorsport achievements were driven by V4 engines, which have opened new opportunities for Ducati after decades of L-twin designs.

“This sales result is the outcome of the path that has seen us has seen us steadily invest in the development of innovative motorcycles and consistently strive to improve the quality of the product and the experience enjoyed by our passionate Ducatisti,” said Ducati CEO Claudio Domenicali. “In addition, the Ducati brand has never been more loved and desirable, thanks to our extraordinary sporting achievements and our ongoing commitment to making our Ducatisti feel part of a big, welcoming family.”

Italy remains Ducati’s largest market. About one of every six new Ducatis was delivered domestically in 2022. The United States market is only slightly smaller. The Multistrada V4 is the most popular model by a long shot (10,716 sold), followed by Monsters (7,971 sold) and Scrambler 800s (6,880 sold).

Pierer Mobility (KTM, Husqvarna, and GasGas)

For the 12th consecutive year, Pierer Mobility broke its sales record from the previous year. 375,612 motorcycles were delivered in 2022, which is an increase of over 40,000 units from the year prior. 130,000 of these motorcycles were sold in Europe.

The Austrian juggernaut continued its exceptional growth in 2022 with a 19% increase in revenue and a 13% increase in sales. Pierer moved to expand its portfolio, too, cutting distribution deals with MV Agusta and acquiring a quarter stake in the Italian luxury brand. In addition, Pierer’s efforts to break into the bicycle and e-bicycle world saw a 15% jump in sales over the previous year, and the company’s forecast for 2023 expects another year of expansion. Pierer’s current bicycle brand lineup includes Husqvarna, GASGAS, FELT, and R Raymon.

And that's not all

We still haven't seen 2022 sales figures from Triumph or Piaggio (which includes Vespa, Moto Guzzi, and Aprilia), but midyear reports from the two Euro powerhouses showed strong performance.

Finding a definitive explanation for these record sales figures is beyond the scope of this article. That said, I've noticed two trends that probably supported the European successes of 2022. First, well heeled customers haven't lost their appetite for premium motorcycles in the present economic turmoil. And second? Most of the latest motorcycles from BMW, Ducati, and Pierer are simply compelling motorcycles. Consider, too, that all three manufacturers are major players in the luxury adventure-touring class, which enjoys plenty of popularity in Europe and the United States. The arms race within this genre should be fun to watch over the next year as these brands look to keep their momentum.