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Monday was a cause for celebration, as the first Ducati Scrambler since the 1970s rolled off the assembly line.

Italian manufacturer Ducati has hyped the Scrambler for the past few months as they attempt to get back into the non-performance based markets. According to Ducati, the Scrambler encompasses 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.”

2015 will be the year of the Scrambler, as there are 4 different versions that are being released: Urban Enduro, Full Throttle, Classic, and Icon. The Icon was just rolled out this Monday in Borgo Panigale, where the last Scrambler of the 1970s was assembled.

“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."

CEO of Ducati Motor Holding Claudio Domenicali and Silvano Fini, the Manager of the Borgo Panigale plant were there to receive the first Scrambler Icon, in addition to all the workers and technicians that helped make it possible.

Domenicali says, “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."

Also planned for the celebration was the announcement of the winners of a contest. The idea was to take two workers from the plant, and have them become the face of a new advertising campaign. In the 1970s, Ducati made a similar campaign, with "Franco and Elvira" as the two Ducati employees.

The winners of the contest that had been going on since June are Stefano Rendina and Federica Forlani. The winners were chosen by the Ducati employees, and will be symbolizing the "freshness, originality and joy" of the Ducati Scrambler.

The Icon will be available in dealerships at the end of January 2015.

Source: 1st Production Ducati Scrambler Rolls Off Assembly Line
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