Ducati->ke622 has never been shy about dropping teaser photos and videos for its new models. The company has found it to be a useful tool to drum up interest in its upcoming releases, including a mysterious new model that’s now the subject of Ducati’s new “This is Black” teaser campaign.

I don’t know a lot about this model, other than it’s going to make its debut at the 2015 EICMA Motorcycle Show in Milan, Italy. But other than that, Ducati’s not saying a lot about it with the exception of this teaser video that frankly ends with more questions than answers. From the accompanying press release, the Italian motorcycle manufacturer did say that the “This is Black” campaign is a project that will open up an entirely new “universe” for Ducati, one that it has never ventured into before. From a timing perspective, it begs the question on whether this campaign is alluding to an all-new model for Ducati. The company, after all, has nine new models planned for 2016. What better way to kickstart interest in one of them than to make it a centrepiece of a campaign that will come to a head at the biggest motorcycle show of the year.

Hopefully, Ducati sheds more light on this new campaign before the EICMA Motor Show->ke3571 opens its doors on November 16, 2015. Otherwise, we’re all going to be left scratching and postulating theories on what this campaign is all about. Trust me, the latter scenario may be fun, but it gets a little tiring if there aren’t any clues around that can lead us to the right direction.

Continue reading to learn more about Ducati's "This is Black" campaign.

Why it matters

I’ve watched the teaser numerous times already and from what I’ve gathered, I think Ducati’s “This is Black” campaign is one of two things.

The first and more obvious assumption is that it’s a new Ducati model that none of us have seen before. For reasons I’ve already stated, the timing of the campaign’s launch can’t be understated. There’s a reason why Ducati is launching it at the EICMA Show, the same venue where it’s going to be releasing its new models for 2016.

The second assumption is tied into what the images on the teaser video are showing. In it, we see a leather jacket, boxing gloves, and what looks like heavy-duty ropes. Is it possible that Ducati’s “This is Black” campaign is alluding to a new and dedicated lifestyle brand that aims to push the company’s appeal outside of its core market?

Then there’s my last theory, which combines the previous two theories to include an all-new bike and a complementary fashion line that’s exclusive to the model. Ducati hasn’t been above this kind of strategy since we’ve already seen it do it with the Scrambler->ke4393. That’s the theory I’m hanging my hat on because it makes the most sense.

Don’t take my word for it, though, because knowing Ducati, this new campaign could very well be just a well-orchestrated misdirection to get us to think one thing, only for the company to drop something completely different. As always, stay tuned.