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Tuesday 4 January 2022


EICMA 2021 - "A Tank Full Of Passion"

That is how the Italian motorcycle industry trade association that organizes EICMA (ANCMA) described this year's "return of the king" of annual international motorcycle industry shows.
Calling it a return of "pre-pandemic enthusiasm and confidence for the International Two Wheels Exhibition in Milan" and a "test of strength for the industry" to "rekindle fans' dreams", the organizers claim that the attendance "reached the maximum limit of capacity allowed by the current legislation on the days open to the public" with 342,644 "presences overall."

Italian expo attendance figures from the likes of EICMA and others are always "creative", always open to interpretation and conjecture, but based on what we here at AMD saw on the first three days, including the first of the four public attendance days, our forecast that the smaller show (in OEM and PG&A vendor exhibitor number terms) would still attract sufficient visitors to keep vendors and numbers in harmony have proven to be correct.
From the V-twin and wider custom market perspective it was an excellent event, and the first time we had been able to go to an expo anywhere since February 2020. Here is the organizers' press release in full …


Photo courtesy EICMA

Milan, 29 November - "In the end it was passion that won - the great desire by the public to experience the event in person, the determination of the exhibitors and the desire by the trade to get back to doing business in person.
"The 78th EICMA, the International Two Wheels Exhibition, closed its doors on Sunday, November 30th, at Fiera Milano Rho with a success that takes the exhibition event back to pre-pandemic enthusiasm. This statement, after the forced stop last year, also takes on great symbolic value and confirms that the model of trade fair implemented by the historic Milanese show is up to date.

"Despite the contraction of the exhibition area, dictated by the consequences of the pandemic, in the four days it was open to the public, a total of 342,644 presences [were recorded] in the five halls occupied this year and in the outdoor areas.
"This result was distinguished by a visitor experience in complete safety and with over 94% of the tickets purchased online thanks to the decision of the organization to avoid pressure on the ticket offices of the trade fair area - making EICMA the best attended event hosted at the Milan Rho fair facility since 2020.
"The international popularity of the exhibition event among business visitors was also good and, despite the latest restrictions and the difficulties linked to international travel, with 28,841 trade professionals (43% foreign) and 45,127 journalists, influencers, technicians and communication professionals (35% from abroad) taking advantage of the exclusive press day on the Tuesday.
"The success of EICMA 2021 with the public did not end in the halls, but expanded to the outdoor spaces of the event which, as well as hosting the exclusive tribute to the career of Valentino Rossi, this year presented a rich and consolidated program of exhibitions, performances, races and test ride opportunities which were greatly appreciated by the lovers of two wheels.
"First of all," the Chairman of EICMA, Pietro Meda, said, "I want to underline that we concentrated our efforts to apply the rules on the control of the accesses very strictly, which entailed a major organizational effort in collaboration with Fiera Milano and with the approval of the exhibitors.
"The great presence of the public allowed us to reassert the international centrality of our appointment and to project it again into the future. Over the past few months, we have strongly promoted the correct behavior during visits, necessarily also relying on the common sense of fans during their visitor experience. In the light of the restrictions in force, that result achieved is the best result possible. It is a test of strength made possible thanks to the trust of the exhibitors and their loyalty to the public, who responded with great enthusiasm. Our sincere thanks go to them."
Paolo Magri, CEO of EICMA, is quoted as saying that "it was precisely the commitment of the companies in the sector and of the partners that was decisive - the commitment to channel the great desire for two wheels that is coming from the market into a unique package of global opportunities and to display the results of the investments of the industry of reference and the future of mobility on two wheels."
The date for EICMA 2022 has been set for 8 to 13 November.

Parts Europe: One of Europe's leading pan-European distributors and LeMans Group subsidiary, the world's largest aftermarket parts, accessory G&A distribution business, PE continues to add to its third party and own brand lines such as ICON, Moose and Thor helmets and apparel. Its EICMA booth hosted selected vendors including S&S Cycle;

MIPS: Quite simply the best thought-out and most thoroughly researched and tested motorcycle helmet additive technology yet conceived. Helmets with the increasingly recognizable 'Yellow DOT' are typically premium safety and feature-rich designs, and MIPS continues to innovate with the latest generation of its Virtual Test Lab (VTL) technology proving and evaluation system ensuring that each MIPS system is custom-tuned for the helmet design it is fitted to. Its patented system and "our 20 plus years of research and simulating real-world accidents have led us to this ground-breaking way to virtually test helmets," says MIPS CEO Max Strandwitz;

National Cycle: A regular exhibitor at EICMA, the Maywood, Illinois based manufacturer does well in Europe with its ZTechnik screens for BMW models and advanced airflow management design VStream screens for most popular late 'metric' models. The company's custom screens sell well too, such as the 4" high, Quantum coated 'Fly Boy', 'Bad Boy' and 'GeeBee' bolt-on stock replacement windscreens for the stock Batwing fairing - available from distributors in Europe, including Zodiac International;


Marolotest: One of Europe's premier workshop equipment and system manufacturers, the French specialist's extra flat 1200 W is one of the most advanced, highly rated and ergonomic workshop platforms in the world. Recent additions include its LEV50 - a new lift designed to specifically handle e-bikes weighing up to 50 kg;


Merlin: British waxed cotton and textile apparel brand with three different collections - Heritage, Leisure Moto and D3O equipped Riderwear - for three different segments of the motorcycle ownership and riding experience;


Innteck: One of the fastest growing distributors in Italy, Innteck was founded between Turin and Genoa in 2004 and now boasts an additional warehouse in Boise, Idaho. The company is perhaps best known as the Italian importer for the Swedish made SKF component brand, but sells some 7,000 parts in total to over 2,000 dealers. Brands represented include D.I.D, KYB, Excel, Meteor Piston, POD Active (Australia), XTrig (Germany), Motion Pro (USA), Woessner (Germany), Wiseco (USA), Rekluse (USA), PROX (NL), Fly Racing (USA) and Yuasa;