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EICMA 2010 Live Report

2010 EICMA Wrap-up It’s a Wrap!

November 26, 2010 – Here’s my final report from the 2010 EICMA show.

I had always heard about EICMA, the largest motorcycle product show in the world, and I’m glad I went.

The Fiera Milano exposition grounds are absolutely massive and the 6 multi-hundred-thousand square foot buildings are packed with acres (hectares?) of motorcycle goodies.

But EICMA specializes in big announcements, so my goal was to cover those. The Indianapolis Dealer Expo in February will fill in the details on accessories, helmets and other gear.

I didn’t know what to expect when I arrived but now that I do, I should be able to work more efficiently next year.

The logistics are quite different; in Indy, the hotels are attached to the convention center, so I can walk back and forth to the room every few hours to work.

At EICMA, there’s a bus from the hotel in the morning and then back again at night, so there’s no time to file reports during the day. This gives a new meaning to the term “Live Report”!

No worries though — it took me some time but I finally got through it all.

Here are some final photos from the show. I didn’t get a chance to glean any information on these motorcycles, having been stymied by the combination of the language barrier, the crowds and the logistics. And the rather surprising lack of anyone in the majority of the displays who knew anything about the products. In general, the bigger the company, the more they focused on the glitz and less on the specifics.

So thanks everyone for your support and for all the emails I received; I hope I answered all of your questions. I’m looking forward to reporting “live” from the 2011 Powersports Dealer Expo in Indianapolis in February…which will be here before you know it! Ciao!

2011 Aprilia Tuono V4

I had many requests for information on the new V4 Aprilia Tuono, but see the second photo — every time I tried to get near the Aprilia display, it was packed. This is what happens when you win a World Superbike Championship the first time out I guess. Anyway, here’s a photo of the new Tuono V4:

2011 Aprilia Tuono V4

Aprilia Display

2011 Benelli Motorcycles

Benelli gets the award for “Best Lighting” in a display booth. It was simple and to the point: white floor, white walls, white light and motorcycles. I never did get the chance to learn more and it’s too bad we don’t see more of these in the U.S., even though there is a small dealer network:

Benelli Cafe Racer

Benelli Cafe Racer White

Benelli Tre

2011 Aprilia Tuono V4

I saw this big sign: “Blauer USA”.

“What’s this?” I thought. “A new American helmet manufacturer I didn’t know about?”

Uh, no. Believe it or not, they’re simply exploiting the “USA” name to sell helmets. In Europe. I tried to get some information but no one seemed interested in talking to me. Strange…

Blauer Helmets

Blauer Helmets

Brammo Motorcycles

I did have a good conversation with the Brammo chaps though. Hopefully we can get one of these for a review, but apparently they’re making them as fast as the can to keep up with orders, which are pouring in. No dealers yet on the East Coast, so they’d have to ship one out.

Brammo Motorcycles

Publication Date: November 26, 2010

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