Italian motorbike brand Ducati to shut down only northern Vietnam store

Ducati Vietnam will close its Hanoi showroom – the only one serving northern Vietnam – on Tuesday, citing market challenges.
While the Hanoi dealership would cease operations, Ducati would continue to offer maintenance and repair services in the city, a Ducati Vietnam representative said.

The closure decision stemmed from the lower-than-expected performance of the northern dealership.

Although specific sales figures remain undisclosed, the representative indicated that the bulk of Ducati sales originate from customers in southern Vietnam.

The representative acknowledged this move “would make it difficult for northern customers wanting to learn about and experience Ducati bikes.”

The Hanoi showroom has been operating for nearly four years.

Ducati currently offers nine models in Vietnam in a range of categories including scrambler, naked bike, sport, and adventure, all imported from Thailand.

The importer and distributor for Ducati in Vietnam is CT-Wearnes Vietnam, a subsidiary of Singapore-based Wearnes Automotive.

CT-Wearnes also distributes luxury car brands Bentley and Aston Martin in the country.

In the motorcycle sector, CT-Wearnes previously handled distribution for India’s Royal Enfield from September 2022 but ceased operations for that brand exactly two years later, in September 2024, due to low sales volume.

The closure occurs against a backdrop of a struggling market for large-displacement motorcycles (over 175cc) in Vietnam.

Unlike the scooter segment, official sales data for these motorcycles is not regularly published. All such motorcycles sold locally are imported, primarily from Thailand.

A sales manager at an official motorcycle dealership in HCMC highlighted a sharp decline in demand over the past two years, estimating that overall motorbike sales fell by approximately 30% in 2024 compared to 2023.

“The enthusiasm for large bikes has cooled down due to economic difficulties as well as stricter government regulations on modifications and upgrades,” the manager said.

“Motorbike dealerships all have to cut costs to make a profit.”

Despite the downturn, Vietnam’s motorcycle market features most major global manufacturers.

Competitors include Japanese brands like Honda and Yamaha, and Italian producers such as Ducati, Aprilia, and Moto Guzzi. There are also products from the U.K.’s Triumph, and Germany’s BMW Motorrad.

Currently, Al Naboodah International Vietnam holds the distribution rights for the largest number of motorcycle brands, including Harley-Davidson, Triumph, KTM, and Husqvarna.