Production of the Ducati Scrambler began today in Borgo Panigale, marking the rebirth of the model in Ducati’s lineup and the start of Bologna’s new “Scrambler Ducati” brand and line.
As we reported earlier this year, the Scramblers produced at Borgo Panigale will not be arriving in the North American markets, which will instead receive models made by Ducati’s Thailand factory (no word on when that production will begin, if it hasn’t already).
Production strategies aside, the Ducati Scrambler marks many changes for the Italian company, which has been abashed in its pursuit of younger, let’s say more hip, motorcyclists with the Ducati Scrambler line.
Bologna has even gone as far as to make the Scrambler is own brand, with the “Scrambler Ducati” branding being used both on bike materials, as well as on the model’s accompanying lifestyle clothing.
Distinctly debuting the Scrambler with its beach-themed “Land of Joy” displays, Ducati’s vibe with the 803cc machine is a stark contrast from the other models…the bike even exclusively resides on the scramblerducati.com website, instead of on Ducati’s homepage.
What that signals down the road for the Scrambler brand isn’t entirely clear. Could we see more Scrambler by Ducati models in the future, besides the 803cc model we have now…say models below 500cc?
That would certainly be an interesting turn of events, and with enough astericks it could happen and keep Claudio Domenicali true to his word regarding whether Ducati would ever make small-displacement machines for developing markets.
With fingers crossed behind his back, maybe the “Scrambler Ducati” brand will. As always, time will tell…but in a couple weeks’ time, A&R and the rest of the international motorcycle press will get their first chance to ride this new machine.
It might be unassuming in stature, pricing, and features, yet could mean big things for the Italian brand. Stay tuned.
Source: Ducati
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