News Motorcycle Industry News Ducati Scrambler Hype Escalates Ahead of INTERMOT Debut

Ducati Scrambler Hype Escalates Ahead of INTERMOT Debut

Ducati Scrambler Hype Escalates Ahead of INTERMOT DebutDucati Scrambler

Back in 2013, under new CEO Claudio Domenicalli, Ducati unveiled its industrial development plan, which promised new motorcycles and a few “family-extension” models.

Since then, Ducati has released the Monster 1200, the 899 Panigale, the Superleggera, and the Monster 821 – four brand-new motorcycles added to the Borgo Panigale-manufacturer’s lineup.

These new models were hyped, but not as much as the newest member about to join the lineup – the Scrambler. This hipster-forward bike is a rebirth of the original version that was popular in the US in the ‘60s and ‘70s.

Why such hype? Ducati is reaching outside of its usual demographic with hopes of bringing in new customers – similar to what occurred with the Diavel.

Besides the usual marketing materials, Ducati saturated social media, creating Scrambler-centric outlets on Facebook and Tumblr. Ducati also created a few Claymation videos on a dedicated Vimeo page to help ascend the hipness of the new Scrambler.

Only few eyes have observed the new Scrambler, including employees and a selected bunch at World Ducati Week. This helped further ascend the buzz Ducati was after.

And on September 30, all this hype culminates with the world debut of the 2015 Ducati Scrambler at INTERMOT 2014. There, Ducati

But they hype is not over – Ducati has now begun a dedicated Instagram page that will be updated daily ahead of the September 30 launch.

Speaking of the updates, Ducati says “This (Instagram) popular photograph-based network will soon see the publication of a series of artistic impressions featuring the Scrambler and some of the project’s technical and creative staff members.

“Every day, up to September 30, an image with a protagonist and a detail of the bike will be posted, all in perfect Scrambler style.”

Will the hype and ambitious marketing campaign pay off? The Ducati Scrambler will reach showroom floors in early 2015, and if offered at the right price – read LOW – there’s no doubting this will be a seller. Plus, it will likely become the cheapest Ducati available, clout that was once was held by the now defunct Monster 696.

Stay clicked to Ultimate for all the info on the Ducati Scrambler when it becomes available September 30.

For now, here’s what we do know: the 2015 Ducati Scrambler will arrive with 10-spoke wheels, a single front-disc brake, LED headlight, Diavel-style license-plate holder, a single gauge offset to the right of the rider, and, of course, an L-Twin. This engine will likely be the air-cooled, two-valve 696 or 796 transplanted from the older Monster.

Ron Lieback
Ron Lieback
One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling. He is also the author of "365 to Vision: Modern Writer's Guide (How to Produce More Quality Writing in Less Time).

Ultimate Motorcycling Editor’s Letter, March 2021: Vive l’automatique!

Testing the 2021 Honda Rebel 1100 DCT for this issue reminded me of something fundamental—motorcycles need to be accessible to new riders. Although we’ve...

Lieback’s Lounge: FTR—The Savior From Winter Misery?

When I found myself cleaning the tire treads on my Multistrada 1200, I knew the winter madness had returned.

2022 Triumph Bonneville Speedmaster First Look: New Fork and More

The 2022 Triumph Bonneville Speedmaster gets a more responsive motor with additional midrange power from the vertical-twin 1200HT engine. The powerplant also meets Euro...

Avon Tyres + Blood Bikes = Motorcycles Saving Lives

We’ve all heard of blood banks, but this is the first time we have heard of blood bikes. Leicestershire & Rutland Blood Bikes is...

2021 Moto Guzzi V7 Stone 100th Anniversary First Look

Back in December, we gave you a first look at the new 2021 Moto Guzzi V7 lineup. The big news was an increase in...

2022 Triumph Bonneville Bobber First Look (11 Fast Facts)

The 2022 Triumph Bonneville Bobber enjoys a wide range of updates that include functional and aesthetic. The changes are, in part, to meet Euro...