In what will almost certainly end up being Ducati’s most popular model, the all new Ducati Scrambler has today commenced production in Bologna, Italy and will begin to hit dealerships in January. The Icon variant, which is the cheapest of the four will be the first one available and will be followed by the Urban Enduro, Full Throttle and Classic a few months thereafter.
Here’s the full press release from Ducati:
Borgo Panigale (Bologna, Italy), 1 December 2014 – The legendary yellow container has returned to Ducati. Just six months have gone by since the Ducati Scrambler project was first presented to Ducati employees and the Borgo Panigale plant is now, once again, the focus of attention: this time to celebrate the start of production of the new bike, 40 years after the last Ducati Scrambler rolled off the line back in the ‘70s.
For Ducati, the Ducati Scrambler means the birth of a new brand, a new approach to the motorcycling world that looks beyond performance and technology to encompass freedom of expression, fun and shared positivity. To celebrate this new world and the arrival of the first bike, the area at the end of the Ducati Scrambler assembly line hosted the “Land of Joy”, with its green lawn, music, street food (provided by Foodly Street) and, naturally, the yellow container.
Celebrating the production launch of a new bike with employees is a consolidated tradition at Ducati: but with the Ducati Scrambler the event has an even deeper meaning as it fully reflects that “Land of Joy” spirit which characterises the new brand.
In addition to the team that followed its development, the technicians and the workers, the first bike off the line was also greeted by Claudio Domenicali, CEO of Ducati Motor Holding, together with Silvano Fini, Manager of the Borgo Panigale plant.
“This first bike is particularly meaningful to us”, commented Claudio Domenicali. “With its ‘Land of Joy’ theme, the Ducati Scrambler brand will be bringing a breath of fresh air and fun to dealerships and will provide a great product that combines modernity with heritage in a way never before seen in the motorcycle industry, a fact that fills us with enormous satisfaction and pride”.
The start of Ducati Scrambler production was also the perfect occasion to release the names of the two winners of the competition announced last 9 June: its purpose was to find, within the company, two protagonists for the new advertising campaign, the new “Franco and Elvira”, the two Ducati employees who starred in the Ducati Scrambler ad campaign of the ’70s. The new faces will, then, be those of Stefano Rendina and Federica Forlani, chosen directly by the employees and destined to symbolise the freshness, originality and joy of this latest Ducati brand.
The Ducati Scrambler will be in dealerships at the end of January in its Icon version.