News Benelli: 100-Year Celebration a Success

Benelli: 100-Year Celebration a Success

Benelli Motorcycles

More than 1500 birthday wishes were sent to Benelli as the motorcycle company celebrated its 100th Anniversary with an “Open Day 2011” at its homebase in Pesaro, Italy, Saturday, Sept. 17.

More than 4,000 people and 600 motorcyclists crowed the promenade of the Pesaro seaside to pay tribute to Benelli and show to the whole world their unique and invaluable “faith” for the brand.

The day was rich of emotions, success and surprises, with 24 hours of non-stop celebrations: thousands of Benelli fans from all Europe – who have received a Benelli gift – have been able to visit the factory production area, join motorcycle tours and attend the extraordinary performance of the French stunt-man Duke riding the Benelli TNT.

Benelli was also decorated to celebrate the 100 years of Benelli: a gallery of panels had virtually guided the visitors through an historical path from the foundation of Benelli until today.

Benelli displayed the Tornado TRE Superbike that, at the beginning of the 21st Century, has competed in the Superbike World Championship with Peter Goddard, surrounded by the TNT of the present production.

Benelli fans have also had the occasion to admire the TREK Amazonas of the MOTOFORPEACE crew which, in 2007, had crossed Amazonia for humanitarian purposes. The Italian company had also remembered the future Benelli clients with a stand totally dedicated to them.

In the afternoon the fans had invaded the square of the “Palla di Pomodoro” of Pesaro: a variety of past and present motorcycles and scooters, a real open-sky museum characterised by the unmistakable sound of the 8 competition Benelli motorcycles of the “Rombo di Tuono” show, which has crossed all Pesaro.

The celebrations started on Sept. 12, when the Local Municipal Council has awarded Benelli Q.J., the Benelli family and the Registro Storico with a Certificate of Merit. The “Benelli Talk Show” has been the moment of the memories of the company: employees, ex riders, technicians, managers and enthusiast Benelli fans have explained what it means to belong to the great “Benelli Family.”

On Thursday motorcycles and scooters of the brand of the “Leoncino” had literally invaded Piazza del Popolo in Pesaro and the party after the Benelli Open Day of Saturday has continued until Sunday 18th, when, in the presence of the local Authorities, a laurel wreath had been laid in honor of Tonino Benelli.

A moving moment to remember the most famous Italian pilot of the world, who has made the history of our country. It was then the turn of the parade dedicated to Benelli and Motobi: more than 200 motorcycles have paraded in the city and on the hills of Pesaro to homage the glorious brand of Pesaro, and 4 CafféNero scooters were offered on this occasion by Benelli Q.J. to the local authorities.

Claudio Consonni (Benelli Technical Director) syas: “We are really happy of the outcome of the event. The attendance has exceeded our expectations and Benelli Q.J. wishes to thank sincerely all the people who contributed to make this event come true: the Municipality of Pesaro, the Registro Storico and the Moto Club T. Benelli.

“A special thank goes to the Benelli family for attending all the events. We have also to express our gratitude to all the Italian visitors and above all the foreign fans, who have followed all the moments of the ‘Benelli Week.’ A heartfelt thank to everybody and now … let‟s think to the next 100 years, to go ahead and work for our mythical Benelli brand.”

Ron Lieback
Ron Lieback
One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling. He is also the author of "365 to Vision: Modern Writer's Guide (How to Produce More Quality Writing in Less Time).

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