Production began Monday on one of Ducati’s most hyped debut models – the Scrambler.
The Scrambler is an important model for Ducati as the Italian manufacturer pushes into other, non-performance based markets. Or as Ducati says, the Scrambler encompasses “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.”
With this sort of moto clout, a celebration was in store – and this is just what occurred Monday when the first-production Scrambler – an Icon version -rolled of the assembly line in Borgo Panigale – the same place where the final Scrambler of the 1970s rolled off the line.
The 2015 Scrambler was welcomed to the “Land of Joy,” which contained a green lawn, music, food and, 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 characterizes the new brand,” Ducati says.
Besides the workers and technicians, the debut production Scrambler was 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. 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,” Domenicali says.
For 2015, the Ducati Scrambler will be available in four versions – Icon, Urban Enduro, Full Throttle and Classic.
The start of Ducati Scrambler production was also the perfect occasion to release the names of the two winners of the competition announced June 9: 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, Ducati reports.
The new faces will, then, be those of Stefano Rendina and Federica Forlani, chosen directly by the employees and destined to symbolize the freshness, originality and joy of this latest Ducati brand, Ducati says.
The Ducati Scrambler will be in dealerships at the end of January in its Icon version.