The Italian bike builder, best known for superbikes and bruising street fighters, is heading off-road for Intermot with the launch of a scrambler.
Intermot doesn't officially get going until Wednesday, so Ducati has turned to Tumblr to launch the new bike because, according to the company, the social media site shares its vales of "freedom of expression, contemporary style and limitless sharing."
The first official picture of the new bike was revealed on the site at 4pm CET on Monday and Ducati intends to keep turning to Tumblr to release more information throughout the week.
Although better known for its superbikes, Ducati used to make scramblers and the new model promises to be retro in name only. It will be a totally modern machine and as up to date as if the original scrambler had never ceased production.
The fact that Ducati is pulling out all of the stops for Intermot should be seen as a strong indication that confidence is returning to the European motorcycle market after several years of diminishing sales. The new scrambler, along with the company's entire 2015 range will be officially revealed to the press at 6pm CET on Tuesday as Intermot opens its doors to journalists ahead of its official public opening on October 1.