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Ducati celebrated the start of production on the 2015 Scrambler with a party for employees at its factory in Bologna, Italy.

The Scrambler is an important new model for Ducati and, in many ways, a unique one in the manufacturer’s lineup. While most of Ducati’s models were designed to set new limits in performance and technology, the Scrambler’s key themes are fun and freedom of expression. Unlike more exotic fair like the Panigale, you’re more likely to find the Scrambler on a beach than a racetrack.

Discuss this at our Ducati Scrambler Forum.

Celebrating the production of a new model is a Ducati tradition, but once again, things were a little different for the Scrambler. Ducati pulled out its now-familiar yellow shipping container and set up a lawn, music and street food to create a scene it calls the “Land of Joy.”

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“This first bike is particularly meaningful to us,” says Claudio Domenicali, chief executive officer of Ducati Motor Holding. “With its ‘Land of Joy’ theme, the Ducati Scrambler brand will be bringing a breath of fresh air and fun to dealerships and will provide a great product that combines modernity with heritage in a way never before seen in the motorcycle industry, a fact that fills us with enormous satisfaction and pride.”

The Icon version of the Scrambler will arrive in Ducati dealerships in January. The other variations, the Urban Enduro, Full Throttle and Classic, will follow later.

[Source: Ducati]