CBS News 8's John Howard was one of 120 journalists offered a test ride on the retro Scrambler during a national press launch in Palm Springs.
“We are trying to open our doors to new people,” said Ducati Scrambler Brand Director, Mario Alvisi during an interview at the Ace Hotel in Palm Springs.
“The Scrambler is a bike that anyone can ride. It has an upright position and so you can handle it very well because of the leverage of the handlebars,” according to Alvisi.
The motorcycle has an easy feel. It's light-weight and zippy, with an 803cc L-twin engine; a mix of classic Italian design and modern technology, including anti-lock brakes, electronic fuel injection, and a push-button, electric starter.
“We want to make a contemporary motorcycle with the flavor of freedom of free spirit of the 60s and 70s,” said Alvisi.
The Scrambler represents a brand new marketing strategy for Ducati, which has a reputation for expensive, powerful motorcycles built for expert riders. This bike is aimed at both beginners and experts, men and woman, according to the Ducati marketing team.
“The Scrambler of the 60s and 70s was a bike that was multipurpose, fun to ride, distinctive, youthful and accessible; and the new Scrambler has all these values,” said Alvisi. “Because it's a bike for everybody, I think it's the perfect bike for women to start. I think women deserve a true motorcycle and this is a true motorcycle.”
The launch of the Scrambler has been wildly anticipated in the motorcycle world thanks to Ducati's online marketing campaign promoting Scrambler riding as a lifestyle.
It's billed as a do-it-all motorcycle that's fun to ride, whether on the highway, twisty back country roads, or just commuting to and from work on city streets.
Riding the Scrambler is not intimidating at all, which is important because Ducati is hoping the Scrambler will get first-time motorcycle riders addicted to the sport for life.
"You are very relaxed and you can take a look around. You can enjoy the landscape and the scenery. It's just fun," Alvisi said.
CBS News 8 also had a chance to take the Scrambler off road and make no mistake, this is not a dirt bike. The 18-inch front wheel is bit rough over rocky fire roads.
Ducati plans to release four different models of the Scrambler next year. Owners can mix and match accessories between all four models to customize the bike to individual taste.
The basic model, the Scrambler Icon, will sell for $8,495. The other three models – the Urban Enduro, the Full Throttle, and the Classic – all sell for $9,995.
The Icon will be available in the U.S. in March 2015 with all other models hitting Ducati dealerships in April 2015.
Some of the footage used in this video report was shot using a GoPro camera.