The Ducati Scrambler is the bike from Bologna for 2015. Loyal Ducatisti might be more excited by the upgraded Ducati 1299 Panigale, or the all-new Ducati Multistrada 1200, but in terms of company growth and the future of the Italian brand, the Ducati Scrambler takes center stage.
With four waves of 30+ journalists coming to Palm Springs for the international press launch, it’s clear that Ducati is casting a wide net with the Scrambler, especially with the number of non-industry publications present.
The term “lifestyle brand” is often a four-letter word in the motorcycle industry, of course ignoring the obvious that all of motorcycling is a lifestyle choice in the first world, but nonetheless the term has been used liberally with Ducati and the company’s racing heritage.
Continue Reading @ A Non-Hipster Review of the Ducati Scrambler
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