What do those self-help marketing books tell us, 'under promise and over deliver'? Well, Ducati have certainly taken that philosophy and run with it.
Having teased us for months and months about their new Scrambler and its whole lifestyle culture, they've only gone and given us four versions of the 70's inspired bike, each using the 75bhp, 803cc air-cooled engineed. They've also developed a whole new sub-brand, cunningly titled, 'Scrambler Ducati'.
Unveiled today at the INTERMOT show in Cologne, Ducati describe their latest model as "a contemporary bike that expresses the pure essence of motorcycling" and each of the four versions comes equipped with wide handlebars and a long seat provide a comfortable, relaxed riding position and, together with the low weight, low centre of gravity and slightly knobby tyres.
Here's the line-up:
A full set of accessories an apparel will be presented at the EICMA show in Milan at the beginning of November and the ICON will be available at the end of January 2105.