The Ducati Scrambler seems set for a mid-summer debut, as Borgo Panigale has confirmed that the new Italian motorcycle will be shown to Ducatisti at the 2015 World Ducati Week event.
Like Ducati’s teaser event with its staff in Bologna, viewings of the Ducati Scrambler will be private and reserved (held on July 18-20th), as Ducati hopes to generate buzz around the new model, while limiting the Scrambler’s details from being revealed.
Channeling the company’s inner SoCal-Hipster, the Ducati Scrambler is being marketed as a retro model that is just as comfortable on the road as it is on the sand. Clearly hoping to bring another demographic into the Ducati brand, it will be interesting to see if the anti-branding crowd Ducati is appealing to with the Scrambler will resonate with the motorcycle.
A clear step for Ducati to enter into smaller displacement machines, as well as off-road motorcycles, much is riding on the success of the Ducati Scrambler, and whether Ducati can add another pillar to its house of moto.
Pricing will be huge for the Ducati Scrambler model, and its air-cooled v-twin engine. Will Ducati be able to keep the MSRP low enough to grab first-time Ducati buyers, or will it price the machine into exclusivity? Time will tell, as we are fond of saying.