Scrambler Camp Is the First Ducati Scrambler Dealership, Open in Italy

Ducati has opened the first Scrambler-only dealership, the Scrambler Camp. This is the first-ever dealership dedicated to the new bike from Borgo Panigale and it is centered on the particularities of Ducati's Land of Joy lifestyle concept.
Ducati Scrambler Camp in Padua 4 photos
Photo: Ducati
Ducati Scrambler Camp shop in padua, ItalyDucati Scrambler Camp shop in padua, ItalyDucati Scrambler Camp shop in padua, Italy
The first Scrambler Camp was open in Padua and not in Bologna, as some have been expecting, maybe. The dealership in located downtown and has a surface of around sixty square meters (645 square feet) and is decorated in an authentic Scrambler style.

More than a place where one goes to see a bike and book a test ride, the Scrambler Camp immerses the customer in the real vibe of Scrambler's Land of Joy lifestyle, offering a lot of other elements that connect with the ride.

Ducati markets the Scrambler as a separate product

The Scrambler is a very special model in Ducati's line-up, and will be marketed as such. The bike has already made it in Ducati dealerships around the world, but more goodies are on their way from Borgo Panigale.

Ducati wants the Scrambler to epitomize an entire universe of trends and bike-related fun, so it only makes sense to build dealerships dedicated to this model alone. All the four Ducati Scrambler models will be present in these shops, alongside Scrambler apparel and accessories matching them.

We already reported on the extensive line of Scrambler accessories and apparel recently unveiled by Ducati. It looks like this is only the beginning, since more items will be added to the collection as Scrambler Camps reach more regions around the world.

Surely, the Scrambler and the whole (almost mystic) marketing environment Ducati created around it addresses a specific type of customer, and it might not resonate with all riders. Nevertheless, Ducati knows they're on a good track and are planning to develop the new marketing environment.

"It is a different approach to motorcycling that glorifies self-expression, fun and the sharing of positive emotions. Anti-conformist, accessible and essential, the Ducati Scrambler is a perfect mix of tradition and modernity, a step towards the pure essence of motorcycling: two wheels, wide handlebars, a straightforward engine and endless fun," Ducati adds.
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