This year it will be exactly 60 years since the Scrambler saw the light of day at Ducati, which in itself could be cause for celebration, but only really impressive is the news that since its relaunch in 2015 Ducati has brought no less than 100,000 new Scramblers to Ducati. enthusiastic customers.
We can’t remember a motorcycle marketed with such military precision as the Scrambler, first shown in top secret to the public at the 2014 WDW in a sealed container after being announced over the Internet, to to be presented in Desert Springs at the end of that year under the motto “The Land of Joy”.
It was the first press release where experience and lifestyle predominated and it was not about performance or handling at all. Although there was very little to complain about. Especially not when you looked at it from the perspective that Ducati had in mind.
Using the ingredients of the original ’60s Scrambler, the new Scrambler had given life to a new world, the “Land of Joy” where values, experiences and ideals could be shared. A universe where the real stars were not the engines and their performance, but people and their passion. Just like the first Scrambler.
In the early 1960s, the Berliner brothers, then Ducati’s importer in the United States, had requested from Ducati a motorcycle that would be more popular with American motorcyclists. The first Scrambler went into production in 1962 and ended in 1975, so it took 40 years for the Scrambler to rise from its ashes.
The sophisticated marketing campaign paid off. The new Scrambler was an outright sales success for Ducati, selling 16,000 units worldwide in its first year alone, placing it in the top 10 best-selling motorcycles in its first year.
Since the first Scrambler, Ducati has put so many different versions on the market that you can rather speak of a brand within a brand. The Scrambler Land of Joy adventure began in 2015 with the Icon, Urban Enduro, Full Throttle, Street Classic and Classic versions, where the Mach 2.0, Italia Independent Limited Edition, Flat Track PRO, Café Racer, Desert Sled, Sixty2 and Icon Dark were introduced. added.
For those who wanted a little more muscle, Ducati launched the Scrambler 1100 platform in 2018, with the Scrambler 1100, 1100 Special and 1100 Sport, which were upgraded to Scrambler 1100 PRO and Scrambler 1100 PRO Sport two years ago. Last year the Nightshift was added to the Scrambler family.
To celebrate the happy fact that no fewer than 100,000 Scramblers have been sold since its re-introduction, and that this year it is 60 years since the original Scrambler was put on the market, Ducati with Carrera Eyewear entered into a partnership, which is already the official partner of Ducati Corse for the Eyewear Collection.
This has resulted in sunglasses specially made for the occasion, which are produced in a very limited edition of 60 pieces. The sunglasses feature the Scrambler logo on the right lens and have the classic “62Yellow” color. Naturally packed in a unique box.
The Limited Edition sunglasses will be available October 1, exclusively on Carrera e-commerce and Ducati e-commerce in Europe, in the United States it will only be available on Carrera e-commerce.
– Thanks for information from Motorfreaks.