EICMA 2010 Highlights Pedel Power

EICMA 2010

Despite motorbike’s dominant position at the 68th EICMA exhibition, in full progress at Milan fair, cycling took the scene today because of two special anniversaries: 1960 Olympic Games in Rome half a century ago and Fiorenzo Magni’s 90th birthday.

In the first day of public opening, EICMA organizers started the time machine to attain a memorable event, where the nine living gold medal winners walked the catwalk and lived through the beautiful moments during the awarding ceremony, getting the medal and the Olympic champion’s jersey right fifty years ago.

1960 Rome OG gold medals – welcomed by Italian Cycling Association President Renato Di Rocco together with eminent former champions like Felice Gimondi, Vittorio Adorni and Paolo Bettini – delighted the audience with touching tales and good stories.

At that time, Italian cycling was calling the shots even on track, with unforgettable champions such as Beghetto, Bianchetto and Gaiardoni to witness this discipline’s imperishable appeal.

Fiorenzo Magni enjoyed at EICMA a very special birthday, surrounded by his beloved Ghisallo Museum’s historical bikes, making great show of themselves at Milan fair.

The so-called "Flanders lion" (because of his Tour of Flanders’ hat-trick) was very pleased to receive two special gifts for his museum: a financial contribution by the Italian Bike-friendly Cities Association and a beautiful replica of a traditional hand-made bike by refined Sicilian artisan Montante.

"It’s a shame I can’t ride anymore, at my age.", a visibly touched Fiorenzo Magni said.

Strong excitement inside and out the EICMA pavillons: amazing motorbikes showed by comely girls attract the spectators as well as MotoLive competitions do. Milan’s exhibition goes on until Sunday, even though tomorrow (Friday) is going to be the very special day for women, who will benefit of free-entry ticket.

Among today’s side events in Milan, an interesting seminar dedicated to after-sales strategy took place. The two-wheels market appears more and more oriented to improve customer-care through a better organization in customized assistance services.


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