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Ducati Scrambler Baja Racer Concept by Oberdan Bezzi

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After a bit of delay, the Ducati Scrambler is finally hitting US dealerships in meaningful numbers, so it is timely that we see a concept piece by Oberdan Bezzi on the affordable Italian twin.

With a name like “Scrambler” a certain off-roading heritage is implied by the new Ducati model, despite its low-to-the-ground stance and clearance-challenged exhaust pipes.

Ducati’s whole marketing campaign envisions some sort of beach-ready romp machine, which taps into the California Coast lifestyle. We doubt too many owners will be scrambling on their Ducati Scramblers, but then again, we could pass the same generalization about the venerable BMW R1200GS. Anyways, we digress.

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Bikes

As Expected, The Scrambler is Killing It for Ducati

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April 2015 was the best sales month ever for Ducati Motor Holding, with the Italian firm delivering 7,309 units to customers. This figure is up 29% compared to last year, and tops Ducati’s previous best month ever by 800 units (April 2014 with 6,500 motorcycles).

Why the sudden spurt in sales for the Bologna Brand? We have two words for you: Ducati Scrambler. Unsurprisingly, the budget-priced Scrambler range is seeing a strong market response, and of course its getting some help from the all-new Ducati Multistrada 1200 and the Ducati 1299 Panigale line.

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Dirt

Troy Bayliss Riding a Ducati Scrambler Inspired Race Bike

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We already know that Troy Bayliss will be making another return to racing this year, taking on five one-mile events on the AMA Pro Grand National Series. We also knew that Bayliss would be on a Lloyd Brothers Motorsports Ducati race bike, continuing the Australian’s link to the Italian brand.

Ducati has given us a glimpse of that flat-tracking machine, and to our surprise, it seems the folks in Bologna are looking to get some more marketing mileage out of the partnership, as Troy’s race bike is a spitting image of the Ducati Scrambler Full Throttle.

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Bikes

“Scrambler Café Racer” Ducati Scrambler by Mr. Martini

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The third, and last, Ducati Scrambler concept from the Verona Motor Bike Expo, the “Scrambler Café Racer” by Mr. Martini is exactly what the name implies: a cafe racer styled scrambler motorcycle.

Mr. Martini appropriately added a high-mount exhaust to his “scrambler” and retained the Scrambler’s Pirelli knobby tires. The addition of a cafe racer fairing though is an interesting choice, and leaves this concept straddling the two staples of hipster motorbiking in the custom scene.

We’ll let you decided whether this doubles the “post-authentic” nature of the Scrambler, or if the work is just an overload of the self-ironic.

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Bikes

“Scratch” Ducati Scrambler by Officine Mermaid

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The second of three custom Ducati Scrambler designs unveiled at the Verona Motor Bike Show, “Scratch” by Officine Mermaid is perhaps closer in design to what we connote when thinking about a scrambler motorcycle, than say the design we first showed you by Deus Ex Machina.

Stripped down to only the bare essential pieces of metal, treated to look more rustic than its birth certificate implies, and complete with taped-over headlight, we have some “Grade A” hipster bait right here from Dario Mastroianni and his crew.

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Bikes

“Hondo Grattan” Ducati Scrambler by Deus Ex Machina

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At the Verona Motor Bike Expo, Ducati presented the first customized Ducati Scrambler models. As you may remember from our review, this $8,600 machine is pitched with a heavy lifestyle component, and Ducati hopes that fat margins on t-shirts and jackets will overcome the thin margins on the model itself. To that end, the Italian company has gone to great trouble in making the Scrambler “cool” for the younger “post-authentic” crowd.

As such, Dario Mastroianni (Officine Mermaid), Filippo Bassoli (Deus Ex Machina), and Nicola Martini (Mr. Martini) were given the first crack at modding Ducati’s newest model. The results have been interesting, and first up on our pages is the “Hondo Grattan” by Filippo Bassoli and the Deus Ex Machina crew in Milan.

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Bikes

Ducati Scrambler Concept by Gannet Design

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The Ducati Scrambler is certainly the talk of the internet right now, no surprise there since Ducati just hosted its international press launch and the bike reviews are starting to roll out from various publications. You can read ours, right here.

All this press, aided by Ducati’s extensive marketing rollout ahead of the launch, has caused the Scrambler to catch the imaginations of many riders. This is of course to design, as Ducati would love to see the Scrambler become a favorite platform for modders and customizers.

The Ducati Scrambler also caught the eye of concept artist Gannet Design, whose work we have shown on a number of occasions.

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Bikes

Ducati Scrambler Mega Gallery

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As with every international press launch from Ducati, there comes a bevy of photos from the Italian company’s latest machines — the Ducati Scrambler is no different.

If you didn’t read our review of the Ducati Scrambler, the tl;dr version boils down to the budget-minded machine being a good, though perhaps uninspiring, motorcycle for the money. However, just as important as the motorcycle is Ducati’s focus with the Scrambler Ducati brand, which is clearly aimed at catering to the “younger” hipster crowd…perhaps to a fault.

The key of course is the price, which starts at $8,500 for the red Scrambler Icon ($8,600 for the yellow model we tested), and goes on up to just below $10,000 for the Full Throttle, Classic, and Urban Enduro models.

The clear winner in the “scrambler” segment, if there is such a thing from the OEMs, the real trick with the Ducati Scrambler however will be with the Italian company’s marketing efforts, which we have already discussed ad nauseum.

Today, we are just here to show you some of the gorgeous photos that came about from Ducati’s recent trip to Palm Springs, and the press launch which is still actually underway at the time of this writing.

You will note that we have included the aftermarket and apparel photos, something we usually omit for these mega gallery postings. We figured they were just as integral to the bike’s look/image/aesthetic as the machine itself. You’ll also note there are photos from the press launch as well, to give you an idea of the event and a look behind the scenes.

Over 220 high-resolution photos await you after the jump. Enjoy!

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Reviews

A Non-Hipster Review of the Ducati Scrambler

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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.

That being said, the Ducati Scrambler is perhaps the most lifestyle-focused motorcycle ever to come from Bologna — so much so, Ducati made the Scrambler its own brand even.

This is an important element, as on its own merits the Ducati Scrambler is a great back-to-basics motorcycle for the Ducati line, and at $8,600 for the Icon model, it makes for a killer entry point model for any rider into the Ducati brand.

Having enough thrust to appease your motolust, the Ducati Scrambler Icon, as we tested it, is true to the basic Ducati performance heritage, and it fills Ducati’s need for a budget commuter, off-road scrambler, and just “fun” second bike. But there is another component to the Scrambler that gets lost in translation, depending on what sub-genre of two-wheeled freedom you hail from.

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News

Ducati Scrambler Begins Production in Italy

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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.

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News

Ducati Scrambler Will Be “Made in Thailand”

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Almost four years ago, we reported on Ducati opening a new assembly plant in Thailand. The move, which peeved Ducati’s factory workers, would see bikes destined for the Southeast Asian market assembled in the Thai plant, thus side-stepping many of the region’s aggressive tariffs on motorcycles.

Nearing the end of 2014 now, and our Bothan Spies report that the Ducati Scrambler models will be the first motorcycles assembled in Ducati’s Thai plant that will then be shipped to the world market (sans the European market, which will get bikes still from Bologna, according to Moto.it) — a move that comes right after Ducati reached a new contract with its workers and unions, which sees the factory employees working fewer hours at higher wages.

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