Borgo Panigale (Bologna, Italy), 10 September 2018 - The latest #ducati #scrambler makeover provides a bike that is now even more contemporary, comfortable and safe, taking ‘Land of Joy’ fun to new heights. Affordable and essential, the #ducati #scrambler is the perfect blend of tradition and innovativeness. Even in this latest 'Joyvolution' incarnation, it retains the pure essence of motorcycling: two wheels, a wide handlebar, a simple engine and endless fun. What's more, the new Bosch Cornering ABS maximises active safety during braking, adding an extra layer of untroubled freedom.
The #ducati #scrambler brand, launched in 2014 to 'speak a new motorcycling language', puts a modern-day slant on the ethos of the 1960s #scrambler. It's fair to say that it's no mere motorcycle, it's a veritable lifestyle. Free-spirited, go-getting and non-conformist, open to other cultures and styles, #ducati #scrambler has created a world - the 'Land of Joy' – where aficionados can share their experiences and ideals. A world in which the protagonists are not bikes or performance but people and their passions: music, cinema, art, photography, street food. A new approach that takes the motorcycling experience to the next level.
Ever since its launch, the #ducati #scrambler has set a whole new standard by offering a fresh take on motorcycling. In 2015 it became the world's 10th best-selling bike over 500 cc, an absolute first for the Bologna-based bike manufacturer. Four years on from the brand launch, more than 55,000 #scrambler bikes have been sold worldwide.
The breadth of the brand is also evident in the four mono brand #scrambler Camp stores in Padua, Borgo Panigale, Barcelona and New York, and the two #scrambler Food factory restaurants opened in Bologna.
The first result of the #joyvolution is the new #scrambler Icon. The aluminium of the new, beefier side panels matches the steel of the teardrop tank and the glass of the headlight flawlessly. A black-painted engine, brushed cylinder head fins and machine-finished rims give the #ducati #scrambler eye-catching panache.
The all-new headlight with LED DRL (Daytime Running Light) boosts bike visibility in traffic, even in daylight, as do the new auto-off LED indicators. More ergonomic switchgears make it easier for the rider to scroll the LCD instrument menu, which now includes fuel level info.
On the #ducati #scrambler the high, wide handlebars, the new flat seat and renewed suspension set-up merge to ensure an outstandingly comfortable, relaxed riding position. Low weight, low centre of gravity and slightly chunky tyre treads ensure great handling and pure fun whatever the situation; thanks to the safety provided by Bosch Cornering ABS - all-new and exclusive for this category of vehicle - riding is now more carefree than ever. Riders will also appreciate the new softer-feel hydraulic clutch control, while the adjustable lever - like the one on the front brake - ensures the lever-handlebar gap can be adapted to individual needs.
Ducati #scrambler is a lifestyle brand. It draws its inspiration from multiple sources, including music, as a listen to #scrambler Web Radio (available 24/7 at scramblerducati.com) clearly shows. Thanks to the #ducati Multimedia System, riders of the new #scrambler can now listen to their favourite playlists, answer calls or chat with the passenger.
The #scrambler Icon is available in Atomic Tangerine with black frame and a black seat with grey trim or in classic ’62 Yellow with black frame and black seat with grey trim.
To see the official #scrambler Icon launch video check out the brand's social network sites or go to the website and share the content with the hashtag #joyvolution and #scramblerducati.
A complete press kit containing all the photos and detailed bike info is available from mediahouse.com.
The #joyvolution has just begun: as always, this coming Autumn in the Land of Joy promises to be full of surprises.
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