【IT】EICMA 2021, today the future opens again

The 78th International Two Wheels Exhibition was inaugurated: over 820 brands present, with exhibitors from 36 different countries at Fiera Milano Rho


The first day ls reserved for the press, tomorrow for the trade and journalists and from Thursday to Sunday, it is open to the generai public


“Welcome back, EICMA, today the future opens again.” These were the words of the President of EICMA S.p.A., Pietro Meda, in his inaugurai address at the 78th International Two Wheels Exhibition, which opened this morning at Fiera Milano Rho.

After the cancellation of the 2020 exhibition, the most important trace fair in the world for the industry of two wheels and for fans is back. In the five halls occupied this year, over 820 brands will be displaying their new products, previews and the future of mobility on two wheels until Sunday 28 November.

During the opening ceremony, which was attended by the Mayor of Milan, Giuseppe Sala, the President of the Lombardy Regional Council, Attilio Fontana, the Minister for Economie Development Giancarlo Giorgetti, the Chairman of Confindustria ANCMA (National Association for Bicycles, Motorcycles and Accessori es) Paolo Magri and the Managing Director of Fiera Milano Luca Palermo, Mr Meda welcomed the return of EICMA as “a tribute to the passion and determination of the sector.”

“If there is one characteristic that distinguishes our industry,” Mr Meda also emphasized, “it is precisely that of its loyalty to its people. The need to keep up this relationship with the public and the absence of EICMA in 2020 encouraged the spread of digitai initiatives, which, on the one hand certainly kept interest around the news of our sector alive, but on the other hand, they made it very clear that there is a need for physical and emotional contact with the products: today we are back in presence and once again we are making Milan the world capitai of two wheels.” Confirming the international attractiveness of the historical Milanese show, 47% of the exhibitors present this year come from abroad, representing 35 countries. There is also therefore a very significant presence of Italian companies which, as emphasized by the Chairman of ANCM Paolo Magri, “confirm on this stage their leading position in Europe for production, sales, expertise and beauty.”

“For the whole sector and for the national sector, which in Italy generates a total value of over euro 7 billion and offers employment to over 100,000 people, EICMA, Magri remarked, “represents in the first piace an occasion for unique communication because it allows using this appointment also as an  Institutional stage to launch messages from, spread knowledge and awareness, represent the experiences of the users on the road and open up fruitful channels of dialogue with politicaI deciders and stakeholders.”


The first two days of the Exhibition are reserved far the press and the trace: today is the exclusive Press Day, while on Wednesday 24 both journalists and the trace will be present. From Thursday 25 untiI Sunday 28, it is open to the generai public of fans. And the EICMA show is not finished in the halls, but also continues in the outdoor areas of the Fiera, which host areas far motorbike test rides, entertainment, races and exhibitions. There are also special opportunities far lovers of eBikes, who can test the latest products from the universe of pedal assist bikes in the technical track in Hall 24. Lastly, there ls also room far start-ups and the future of mobility on two wheels in the special area dedicateci to them, which this year hosts 75 international innovative businesses ready to propose their ideas, solutions and prototypes.



EICMA, acronym of International Motorcycle and Accessories Exhibition is, at the world level, the most important trade fair event for the entire 2-wheel sector and represents the marketing tool of ANCMA, the Confindustria Industrial Association of which the most prestigious companies in the industry.


EICMA, since its first edition of 1914, takes place in Milan and is confirmed as the most visited event in the world by number of Exhibitors, Visitors, Operators and Press internationally.


There are numerous elements that make EICMA a showcase of great impact: numerous product innovations, international press conferences, technical workshops, the presence of world-class drivers and representative figures not only in the sector, as well as the competitive moments and great show in the outdoor MotoLive area.


The Exhibition, with over 100 years of history, is today a source of inspiration for mobility and an incubator of trends and passions, the international reference event.


EICMA overcomes the distinctions between B2B and B2C addressing, on the one hand, companies and operators in the sector and, on the other, hundreds of thousands of fans and curious to reach increasingly heterogeneous targets.


This double soul is the first peculiarity of EICMA, thanks to its extraordinary ability to bring together in one place innovation and passion, technique and emotion, mobility and dream.



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