EICMA: 2010 Milan Motorcycle Show

Milano Itailia

After a bumpy 2009, where the international financial crisis resulted in a serious dip in the business of motorcycling, there are signs we may have turned a corner-that is if the vendor list attending the 68th International Motorcycle (and Bicycle) Show in Milan is any indicator.

The 2010 EICMA trade show-running November 2nd through the 7th- is welcoming back several major companies that bowed out of the 2009 presentation. Most notable is the recent announcement that Yamaha will be in attendance.

Market data reveals the significance of the Italian show, with the country accounting for 56% of European production, 27% of the motorcycles, and a respectable 25% of the market.

Over the previous five years EICMA recorded a total of 2,400,000 visitors, with 250,000 motorcycle industry attendees and over 80,000 trade visitors from abroad.

Costantino Ruggiero, Managing Director of EICMA, expressed great satisfaction about the major exhibitors present at EICMA 2009 already confirming their participation in 2010.

More importantly, a number of companies that could not attend last year have applied for 2010. Exhibitors such as Nolan, Ligier, Microcar, Fuchs, Husaberg and many more will be present, with a very special welcome back for Honda, which intends to make EICMA its European trade fair of reference.

Reflecting the evolution of industry trends the EICMA show welcomes back their successful “The Green Planet,” which debuted in 2009. The special section-billed as a Show within the Show-is dedicated entirely to hybrid and electric vehicles.

The 2010 EICMA Trade Show will see the inaugural hosting of the Official Pavilion of the US Department of Commerce to help boost trade relations. And a brand new segment, Custom City, will make its debut.

The Custom City exhibition is another example of the changing trends in motorcycling internationally, with EICMA creating a dedicated area for custom motorcycles.

Like “Green Planet,” Custom City promises to be a Show within the Show. Producers of the show recognized a surprising uptrend in the custom world (which today accounts for 17.5% of sales in the Italian market).

In addition to bikes the custom category will feature specialized accessories and fashions in the international venue to expand visibility and impact.

CUSTOM CITY will be located in Pavilion 2 of Fiera Milano, which has been host to Harley-Davidson, Big Bear, CR&S, Headbanger, Confederate, Zero Engineering, and Gray Indian’s Collection.

The special section will be presented in collaboration with Terre di Moto srl with a full sponsorship from Bikers Life magazine.

To make logistics easier for attendees, EICMA has prepared a number of “all-inclusive packages.”