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World’s biggest motorcycle show returns

EICMA back for 2021

Ducati EICMA Streetfighter V4 vote
Ducati Streetfighter V4 wins most beautiful bike at EICMA

After the Milan Motorcycle Show (EICMA) was cancelled last gear due to the pandemic, the organisers have confirmed the world’s biggest motorcycle expo will return in November.

EICMA chairman Pietro Meda says the 100-year-old event is scheduled from 23 to 28 November next in the halls of Fiera Milano in Rho.

“EICMA is back after a stop of a year, strengthened by the renewed importance that the mobility market has given to two wheels and to the industry of reference,” he says.

“Milan will once again be the world capital in this sector. Our aim is to give back to exhibitors and the public what is theirs: a great container.”

However, no manufacturer has yet confirmed their attendance and there is a concern that many will be missing after a year of successful virtual live-streamed product reveals.

In February, BMW Motorrad announced it would not show at EICMA and the biennial Intermot in Frankfurt.

The pandemic has also forced motorcycle companies to abandon their usual media launches where they flew media from around the world to an exotic location at great expense.

Instead, media reveals have been done online via invitation.

Some have also been opened up to the public, such as launches by Harley-Davidson whose next online launch will be the new Bronx sports bike on July 14.

Bronx Streetfighter
Bronx Streetfighter

Not only have companies found these launches reach further and faster than conventional shows and media launches, but they are also cheaper.

So it remains to be seen how many will attend EICMA and continue its future beyond 100 years.