Business – Live from the Milan motorcycle show: Ducati Scrambler, the brand within the brand – Used DUCATI

Milan (Italy),

Live from the Milan Motorcycle Show: Ducati Scrambler, the brand within the brand

Business - Live from the Milan motorcycle show: Ducati Scrambler, the brand within the brand - Used DUCATI

Like last year, Ducati exhibits its – or rather "its" – Scrambler in a space deliberately separated from the rest of the range, located just in front of the main stand. The idea is to create a Scrambler "universe" in order to support the objective of making it a brand within the brand, as BMW does with Mini in cars for example.. 

Like last year, Ducati exhibits its – or rather "its" – in a space deliberately separated from the rest of the range, located just in front of the main stand. The idea is to create a Scrambler "universe" in order to support the objective of making it a brand within the brand, as BMW does with Mini in cars for example.. 

Visible from afar with its yellow containers, its "cozy" space with a few poufs (cushions, eh!) Here and there, its synthetic lawn and its skate-board ramp on which sits a Scrambler with a skateboard holder (!), this space illustrates the communication themes rehashed developed by Ducati around the Scrambler: freedom and "cool attitude".

The soft and trendy music which is diffused there radically contrasts with the rock or techno songs heard practically everywhere else, while the hostesses wear plaid shirts instead of the alliance "mini-skirts + deep necklines" forming the usual uniform at motorcycle shows… 

Of course, all this revolves around a marketing staging whose quirky and "relaxed" aspect is skilfully studied. But we must admit that the approach calls out – even seduces -, if only because of its refreshing touch of originality..

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