Creative Brief Ducati Multistrada

Topics: Ducati, Superbike World Championship, Desmodromic valve Pages: 3 (793 words) Published: December 25, 2012
Creative Brief
Client:Ducati Motor
Brand: Multistrada 1200
Date:April 2010
Description:1st Semester Campaign – New Brand Introduction

What is The Brand?
The Multistrada 1200 is a motorcycle manufactured by Ducati since 2010. The engine is a retuned version of the Testastretta from the 1198 superbike, now called the Testastretta 11° for its 11° valve overlap (reduced from 41°). All models include throttle by wire, selectable engine mapping (full power with sensitive or relaxed throttle response, and reduced power with relaxed throttle response) and traction control adjustable through eight levels. S models also include ABS (optional on standard model) and electronically adjustable suspension. The S Sport model features carbon fiber air intakes, cam belt covers and rear hugger, while the S Touring model comes with heated grips, hard luggage and a center stand. Product Manufacturer Background

Based in Bologna, Italy, Ducati was a radio manufacturer before entering motorcycle production after the end of the Second World War. Known at first for its sporty line of lightweight single-cylinder bikes, Ducati hit its stride in the early 1970s with its V-Twin sportbikes that were the pinnacle in their era. Following some financial instability in the 1990s, Ducati currently produces several desirable racing-inspired motorcycles. All current Ducatis are built with signature steel trellis frames and 90-degree V-Twin motors. It also has a rich racing history with particular dominance in World Superbike competition. Ducati offers sophisticated bikes in various distinct market segments: Superbike, Supersport, Monster, Multistrada, SportClassic and Hypermotard. Motorcycle sport is a broad field that encompasses all sporting aspects of motorcycling. The disciplines are not all "races" or timed-speed events, as several disciplines test a competitor's various riding skills. The list of our bikes' victories is proof of the value of our working philosophy: in the...
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