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Ducati’s centenary World Ducati Week ran at Misano from July 3–5 and drew a record 118,036 visitors from 94 countries. The program included an 18km parade, the Race of Champions won by Nicolò Bulega and the world premiere of the new Desmo450 SM.
History tells us that 118,036 people from 94 countries gathering to mark a centenary reflects a community deeper than the products alone. The 18km red parade and “100 Years, 100 Stories, One Legend” exhibition did more than preserve the past; they handed the story to another generation. The celebration itself became a new page in Ducati history.
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Reaching Misano from 94 countries is a story in itself.
That 18km red parade must have been overwhelming in person.
Wish I could've seen the Desmo450SM's world premiere
Feels like a bit of centenary marketing to loosen everyone's wallets
Marketing alone does not bring in 118,036 people.
118,000 people is basically national-event scale at this point
94 countries is the crazy part too
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