News 3 Dec 2014

Ducati Scrambler production underway in Borgo Panigale

First shipment due in Australia during February 2015.

Source: Ducati.

Source: Ducati.

Ducati has commenced production on its 2015 Scrambler range, 40 years after the last Ducati Scrambler rolled off the line back in the 1970s.

For Ducati, the 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 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.

“[It] 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 shipment of the Ducati Scrambler is due to arrive in Australia at the end of February 2015.

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