EICMA -The Show with record figures takes off
EICMA Press Release - Sep 28, 2011

Unique: this is the adjective that best characterises the forthcoming 69th edition of the International Motorcycle Show that will take place at Fiera Milano from 8 to 13 November 2011. Of all the trade fairs in the world, none can compare. The Rho Pero venue welcomes and caters to the preferences of all motorcycling enthusiasts, while EICMA, with a host of new side-events, some of them outside the trade fair grounds, will make Milan into the capital of the two-wheel world throughout the show period. The motorbikes will enliven the urban fabric as they play a star role in people’s daily life by offering unfettered mobility.

If figures matter, this year’s event can already be proclaimed a success…

The figures recorded at this point, which are expected to increase, are: a total of 135,000 m2 occupied between the indoor and the outdoor areas; 1174 exhibitors, between direct and indirect ones, conquering a net display area of 55,000 m2 (up 10% over the previous year); 7 pavilions taken up, with pavilion 22 now officially added to accommodate the numerous companies on the waiting list as well as the paddock.  

From the major brands to the new entries, none will be absent, each of them with a wealth of new products. As usual, the beating heart of EICMA shall consist of world, European and national previews that will be unveiled before a large audience. In this connection, we look forward to welcoming a stream of over 500,000 visitors.

Besides the motorcycles, accessories and curios will also be on display…

From the geographic standpoint, 37 countries will be represented, with 610 direct and indirect exhibitors. And products from various areas of the world will be displayed at the American, Spanish, Pakistani, Chinese and Taiwanese collective stands. The salient trait of the rendezvous is that it brings together in one venue widely differing realities, which illustrate as many different ways to perceive and use 2-wheel vehicles.

Richer than in 2010, the special areas that will be back include: The Green Planet; Tourism on 2 Wheels; EICMA Custom. In the outdoor arena, emotions and thrills will be supplied by Motolive, a regular feature of EICMA. Space will also be provided to get to know all the elements needed to equip oneself and travel in full safety. The Safety area will be set up again by motorbike magazine Motociclismo.

Another exciting initiative is MDN Workshop, an initiative conceived as a venue for business-to-business interaction, networking and training. Born of a partnership with MOTO DEALER NEWS, it is meant for motorbike distributors/dealers, motorbike makers and manufacturers/distributors of accessories and parts. A tightly packed schedule of meetings, to take place on 9 and 10 November 2011, will provide an opportunity to take stock of the situation of the industry and, above all, to propose solutions and alternatives to start building the future.

For the first time ever, Motosprint will hold their annual Caschi d’oro (Golden Helmets) prize awarding ceremony in the Fiera Milano auditorium on Friday 11 November. The historic celebration of the season’s champions leaves its customary venue in Bologna to be staged at the “temple” of 2-wheel vehicles, with plenty of surprises still to be unveiled. 

Thus, throughout the opening period of the Show, Milan will be consecrated as the city that is the very symbol of motorbike passion. Reinforcing this identity, special “evenings” will be organised throughout the week at various food service and drinking places, providing as many meeting points to share an authentic life style. The start signal for the celebrations will be given by the Raiders code, a party to be held on 8 November at the art nouveau villa of the Ippodromo del Galoppo. A name deliberately left in Italian because EICMA 2011 will celebrate the 150th anniversary of the Unification of Italy with several initiatives (to be defined shortly).

At the centre of this happening: Occhio alla Moto, the social project conceived by Confindustria ANCMA for the promotion of road safety campaigns, which has “lent” its name to a photographic book.