Yesterday saw the first Ducati Scrambler come off the production line at the Ducati Factory in Borgo Panigale, just six months after the now legendary yellow container and the Ducati Scrambler project was first presented to Ducati employees.
So 40 years after the last Ducati Scrambler rolled off the production line back in the 1970s, the staff at the factory celebrated in Ducati style in their very own 'Land of Joy' complete with its green lawn, music, street food and the yellow container.
For Ducati, the Ducati 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.
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 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 start of Ducati Scrambler production was also the perfect occasion to release the names of the two winners of the competition announced last 9 June: 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. The new faces will, then, be those of Stefano Rendina and Federica Forlani, chosen directly by the employees and destined to symbolise the freshness, originality and joy of this latest Ducati brand.
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