The Launching Of The Ducati Multistrada 1200 Motorcycle |
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File under Ducati Exhibitions
Author: Mike Werner
Location: Normandy, France
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The launch of a brand new motorcycle is usually a high brow affair. The manufacturer will have invested millions of dollars in making the new motorcycle, so spending a few 100's of thousands to launch it in a glitsy affair is usually money well spent. The manufacturers usually hire in a public relations & events company to stage the whole thing.
Ducati obviously did not want to miss the mark when they launched the Multistrada 1200 motorcycle in Milan, Italy last week. Since many of you never get to see such a launch, here's a few photos of the launch.
Several hundreds of journalist had been invited to attend the launch in one of the unused EICMA halls. All the walls had been decorated in Ducati colors and logos. In the front was a big stage, and in the back a raised platform for the TV cameras.
The Multistrada 1200 was last on the program, so the first part of the evening were the announcements of other items of interest (you can read about it in last weeks articles about EICMA - click on Exhibitions or Ducati above in the header).
During the evening, there was a large Ducati logo hanging in the back. When the time came, the lights dimmed and music started playing. Large amounts of fog was rolled over the stage, and the logo started lowering and tilting, revealing the new motorcycle.
When is was close to the ground, other versions of the Multistrada were brought in (under their own power). Each color and type was now present on the stage.
With large screens in background, the motorcycle was explained. Options, types, power ranges, etc were explained in detail.
The last part of the presentation was the introduction and interview of the design and marketing team that had worked on new bike. They explained what they thought of the new motorcycle, the issues etc.
Finally, it was time for the photo-op. Gabriele del Torchio (left) President of Ducati, and Claudio Domenicali (right), General Director of Ducati, posed next to their pride & joy.
And finally, we were allowed to make photos of the motorcycle.
So there, now you know what it looks like being at a motorcycle launch. As close to a religious experience as you can get...
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