Ducati Scrambler Remains 100% Italian, Production Starts in Bologna

Ducati CEO Claudio Domenicali kisses the Scrambler 9 photos
Photo: Ducati
Ducati ScramblerDucati Scrambler and Ducati CEO Claudio DomenicaliDucati Scrambler crowd at EICMA 2014Ducati Scrambler at EICMA 2014Ducati Scrambler gets a kiss form CEO DomenicaliDucati Scrambler crowd at EICMA 2014Ducati ScramblerDucati Scrambler in the Land of joy
Ducati fans who have eagerly been waiting for the reborn Scrambler can rest assured: the late-October rumor about the new bike being built in Thailand seems to have been, errm… only a rumor. An official Ducati press release announces that the very first Scrambler rolled off the production line in Borgo Panigale. So now you have it, an all-Italian bike, created and manufactured in Bologna, eager to take on the roads around the world and start telling stories once more.
With around half a year of teasing and secrecy, the 4 versions of the Scrambler have been introduced this fall, with the dedicated stand at the EICMA 2014 being one of the hottest points in the whole Show. The Scrambler has also been voted as the best-looking bike in the show. While the voters’ choice could be argued upon, one thing about the bike is beyond any doubt: the Scrambler itself is a publicity star and the campaign which preceded it made things even better. The new Scrambler represents the dawn of a new era in Ducati’s history.

Four decades of silence, but the Scrambler was only sleeping

It’s been 40 years since the last Scrambler rolled off the assembly line, and many thought that moment was the end of the road. Still, it looks like there only was so much more to this bike than meets the eye. The reborn bike is compared to the very rebirth of Ducati, and the first step on a path which was maybe forgotten, but never abandoned.

Ducati knew there would be massive following for this bike, so a very smart decision was made. Since the Scrambler was anyway associated with a specific lifestyle and represented so much more than a simple motorcycle, Borgo Panigale went ahead and created 4 versions, each addressing the needs and expectations of a slightly different rider. This way, Ducati made sure there were no more reasons for a Scrambler enthusiast to not get one.

Land of Joy lifestyle concept launched

Ducati is also launching the “Land of Joy” lifestyle concept, with the Scrambler as its centerpiece. Teased for many months with the greed lawn, street music and food and the ever-present yellow container, the new approach is obviously aimed at a young demographic, while not discounting the older riders who still have a young heart.

An internal competition started in June, and its goal was to find the two new ”Franco and Elvira”. The initial Scrambler faces of the ‘70s have been two actual Ducati employees, and the reborn bike obviously needed a new couple. The new Scrambleristi have been chosen by the employees themselves in the persons of Stefano Rendina and Federica Forlani.

eaking about the kick-off Scrambler, Ducati CEO Claudio Domenicali adds: “This first bike is particularly meaningful to. 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 first of the new Scramblers will be in dealerships in late January and will be an Icon model. We’ve gotten a hands-on experience with the Ducati Scrambler in Milan this November, too. The bike feels a bit cheap around the edges, but it looks like it will generate quite a lot of fun, and this is exactly why it’s being built, after all.
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