The Ducati marketing machine, so effective in ramping up pre-launch interest in the Scrambler last year, is fired up again as the Italian manufacturer prepares to launch eight new models at Eicma, Milan, in November.
The Bologna factory has already unveiled the Monster 1200R at the Frankfurt Internationale Automobil Ausstellung and says the company is on target to exceed 50,000 sales by the end of the year.
“This is Black” is the latest enigmatic publicity taster. The campaign features a multimedia installation, video mapping and two unpublished musical tracks. The project kicks off 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 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.
“The year 2016 will see continued growth at Ducati,” stated Claudio Domenicali, CEO of Ducati Motor Holding, at the Frankfurt fair (pictured). “No fewer than nine new models, including the just-unveiled Monster 1200 R, will be joining the 2016 range. Never before has Ducati presented so many new bikes and Eicma will provide the perfect platform on which to show them to all to our enthusiastic customers.
“Two of these will take us into segments in which we’re currently not present and this is going to be one of the greatest challenges of 2016: to extend the Ducati hallmarks of style and performance to motorcyclists who were – until now – beyond our reach.
“Following a highly positive 2015, we look to the future with optimism and confidence. Given the results achieved during the first six months of the year, with 22% growth and 32,600 bikes delivered, we can already state that 2015 will see us attain another absolute record as we expect – for the very first time in our company’s history – to break through the symbolic barrier of 50,000 bikes sold before the end of the year.
“Nevertheless, our main goal is not so much the pursuit of ever-greater volumes but, rather, to keep on surprising our customers with awe-inspiring bikes.”