In addition to the new Ducati 959 Panigale and the 937cc Ducati Hypermotards dropping today via CARB filings (OEMs control when those documents go public, by the way), we have more news from Ducati, namely its mysterious “This is Black” teaser campaign.
Complete with video that asks more questions than it answers, we know the campaign is tied to an EICMA reveal, since the debut date is the same day as Ducati’s press event in Milan.
What Bologna will announce though is a bit of a mystery, one whose solving is not aided by its accompanying press release and dedicated website.
Note for Editors – This is Black, Ducati storytelling changes shape
It is time to tell a new story for Ducati. The story about to begin is refined, elegant and mysterious. And it is heading towards a new universe, as yet unexplored by the Company. A universe which will come to life on November 16, the date we will finally unveil all the innovations ready for 2016.
The story begins with a project called “This is Black” and is developed across three different forms of expression: a multimedia installation, video mapping and two unpublished musical tracks. The project kicks off locally: as part of the Bologna Design Week (from 30 September to 3 October) and at the international electronic music and digital arts event, roBOt Festival (Bologna, 7 to 10 October).
A new story to tell, which can be followed on the www.ducati.com website and on our social channels: Facebook, Twitter and Instagram. Fans can join the conversation regarding the new story using the #xducati hashtag.
While the obvious conclusion is that this “Black” campaign is for one of Ducati’s nine new models for 2016, perhaps the Diavel-like cruiser we spied earlier this year, and ties into the fact that Ducati will enter two new segments it has never been in before. However, we have a different theory.
Our guess is that Ducati has a new lifestyle brand/push that it is ramping up – something that will tangentially link Ducati’s motorcycle brand to a new venture, semi-outside the two-wheeled industry, that is aimed at younger riders. That’s just conjecture though, so leave your thoughts in the comments.
With more teasers still to come, we hopefully will start to get a better understanding of things as November 16th approaches. Until then.
Source: Ducati
Comments