In today’s increasingly connected world, the changes come even faster. Mobile technology reflects a constantly moving reality, and communication via social networks reflects relationships that are in continuous transformation.
There is a desire to express one’s identity and to be part of a community. Even riding a motorcycle became an experience to be shared, a means of relating to your group. Hence motorcycle rallies like World Ducati Week, and we have also witnessed phenomena like the success of the Scrambler and its expressive power. Evolved electronics, safety and improved comfort and performance make the motorcycle a technologically advanced and interactive object. But the passion remains, for a true, unique, adrenaline-filled experience, like a red motorcycle hurtling down the roads and racetracks throughout the world.