The Ducati Scrambler has reached 100,000 sales as it approaches 60th anniversary
Ducati is celebrating 60 years of the original Scrambler, and 100,000 sales of the contemporary range, with a new signature pair of sunglasses.
The Ducati Scrambler has been around for 60 years now, and its modern equivalents have just surpassed a major milestone.
You will do well to find many motorcycle race events in 2022 that host 100,000 people, but Ducati have announced that their Scrambler range has now surpassed 100,000 sales.
As the original Scrambler approaches its 60th birthday, its modern successors are a part of a diverse Ducati range that covers on-road, off-road, and everything from supersports to tourers.
That contemporary range of Scramblers began in 2015, and try to take inspiration from the original Scrambler that began in 1962 and ended in 1975.
It came about as the result of a request to Ducati from an American importer, run by the Berliner brothers. They wanted a Ducati that was more suited to American culture and style.
Of course, the 1960s and 1970s were a time of rebellion, especially in the US, where the civil rights and anti-war movements became a major part of the nation’s culture.
Ducati is an exclusive brand, whose exclusivity is normally rooted in performance. We see this with the Panigale sports bike range, for example, or the Streetfighter nakeds. The Scramblers represent an alternative way to generate a feeling of exclusivity around a brand.
Not that the performance of the Scramblers is disappointing - the Nightshift, for example, puts out a healthy 73 horsepower from its 803cc V-twin, and 66Nm - but the style is the fundamental part of the Scrambler series.
This is how the Scramblers differentiate themselves from typical Ducati motorcycles, and that is also reflected in the way Ducati has chosen to celebrate the 60th anniversary of the original, and the milestone of 100,000 sales.
Ducati has partnered with Carrera Eyewear to create a signature pair of sunglasses dedicated to the Scrambler, which will be available through Carrera’s e-commerce outlet from 1 October.
