Ducati has finally started series production of the new Scrambler – 40 years after the last of the originals rolled off the line.

The Scrambler is the first in what is widely expected to be a new era for Ducati, where its high-price, low-volume approach of the past will in part give way to more accessible machinery with an emphasis on style and freedom of expression.

Scrambler number one was celebrated in a ceremony at the Borgo Panigale factory. Staff even sprayed champagne over the bike.

Claudio Domenicali, chief executive of Ducati Motor Holding, said: “This first bike is particularly meaningful to us.

“With its ‘Land of Joy’ theme, the Ducati Scrambler brand will be bringing a breath of fresh air and fun to dealerships and will provide a great product that combines modernity with heritage in a way never before seen in the motorcycle industry, a fact that fills us with enormous satisfaction and pride.”

At the factory launch, two employees were chosen to play Franco and Elvira, the two Ducati staff who had starred in the TV advert for the original Scrambler.