Ducati Opens First Scrambler-Dedicated Dealership In Italy
The Ducati Scrambler has become a hit for the Italian motorcycle brand. We all know this. Ducati knows this too, which is a big reason why it has launched the Scrambler Camp, the first-ever dealership that’s solely dedicated to the Scrambler and Ducati’s very own Land of Joy lifestyle concept.
If you’ve been following the success of the Scrambler, you know that this was bound to happen. Back in March 2015, Ducati launched an apparel and accessory line exclusive to the Scrambler. Even that has proven to be a stroke of brilliance for Ducati so, evidently, the next step was to open a dealership that catered only to the Scrambler bikes themselves and the apparel and accessory line that comes with it.
It’s not clear if Ducati envisioned all of this when it launched the Scrambler in early 2015, but now that the bike has been met with a resoundingly high approval rating, it only makes sense for Ducati to pick up the ball and run as far away with it as it possibly can.
The first Ducati Scrambler camp was opened in Padua, Italy and true to form, it comes with an immersive experience of the bike’s Land of Joy lifestyle. The success of the first Scrambler Camp could even compel Ducati to open a few more branches in the near future.
That’s an attainable goal, as far as I’m concerned. The Scrambler has already captured the hearts and wallets of a lot of customers. So if its appeal holds form as many expect it will, there will really be no bounds on how much acclaim the Scrambler will give to Ducati.
Who knows, a future sub-brand could be born out of this. You never know, right?
Continue reading to read more about the first-ever Ducati Scrambler Camp.
Why it matters
Hindsight is a funny thing, isn’t it? While I wouldn’t put it past Ducati if it had foreseen the success the Scrambler would have since its release, I didn’t see it coming. Maybe I should have knowing what I know now, but as much as I thought the Scrambler would be a popular bike, I didn’t think it would be this popular.
I’m happy to have been proven wrong on this one because the Scrambler really is something else and Ducati is deservedly reaping all the benefits now and in the future.
There’s really no telling how successful the Scrambler’s going to be. All I know is that it’s become so popular today that Ducati is taking full advantage of it by expanding the bike’s branding opportunities. I’ve seen companies expand to apparel and accessory lines in the past, but a full-scale dealership exclusive to just one model? That’s a new one for me.
That also points to the enormous popularity of the Scrambler and could also serve as a sign of things to come for both the model and Ducati.
Who knows, we might even see the Scrambler grow so big that it becomes a separate sub-brand from Ducati. I wouldn’t sleep on it, only because I’ve come to realize and accept what happens when I underestimate a bike that turned out to be special in every sense of the word.