TAKING A PAGE from the European motorcycle show scene, Ducati opened the official unveiling of its Multistrada 1200 Friday afternoon with a lineup of prancing models and pulsing electronica — and it was good.
The scene? A throng of media types standing by with cameras ready. Cue the music. Strike the umbrella girl poses. Leather short shorts. Tight spandex. Blasting disco, and then, Michael Lock, CEO of Ducati North America.
“OK, now you get me for a couple of minutes,” says Lock as he took the stage. “You might have heard that there is a recession out there, but not at this booth.”
Before pulling the curtain off the new adventure touring bike that was first shown to crowds at the EICMA show in Milan, Italy last month, Lock took some time to explain why the OEM was coming out with a sport touring bike given the small size of the market segment and the company’s history with such models.
Lock explained that with the aging motorcycle market, the company is targeting at the newer riders coming into the scene and the Multistrada 1200, basically an adventure touring bike version of a Ducati superbike, is aimed squarely at them. Conceptually, the idea behind the bike was to take the company’s engineering prowess on the track and apply it to a bike that is a fairly standard setup.
“We’ve really thrown everything we know at this bike,” Lock says right before returning the stage to the strutting models and pounding disco.