Come back Eicma, the international two-wheeler exhibition. From 23 to 28 November next, the present and the future of the sector will meet at Fiera Milano Rho. The 2021 Edition, the 78th edition of the most important exhibition event in the world for the reference industry, was presented this morning at the Testori Auditorium of the Lombardy Region in Milan, in the presence of Governor Attilio Fontana, of the president of Eicma Pietro Meda , the president of Confindustria Ancma (National Association of Cycle Motorcycle Accessories) Paolo Magri and the CEO of Fiera Milano Luca Palermo.
Five pavilions occupied within the exhibition center designed by Fuksas and more than 820 brands present. And then news, previews, races and the show offered in the outdoor areas, where there will also be opportunities for test rides of motorcycles developed by the exhibitors. An opportunity also aimed at eBike lovers, who will be able to test the latest products from the world of pedal assisted bikes within a technical track created in Hall 24. Finally, space also for start-ups and the future of mobility on two wheels in the special area dedicated to them, which this year welcomes 15 innovative international realities ready to propose ideas, solutions and prototypes.
The first two days of the Exhibition are reserved for the press and operators, on Tuesday 23 the exclusive press day, while on Wednesday 24 there will be the presence of journalists and sector operators. From Thursday 25 to Sunday 28 the opening to the general public of fans. The double nature of Eicma’s b2b and b2c is therefore confirmed, as well as the international attractiveness of the event, with 47% of exhibitors from abroad representing 35 nations and the interest of thousands of industry operators and already accredited journalists.
An edition that, after the forced stop of last year, focuses on passion. With “Welcome back Adrenalina”, the claim chosen for the launch of the 2021 advertising campaign, Eicma calls the community of fans together, leveraging the emotion that most unites them. And it was the president of Eicma Pietro Meda to underline this aspect during today’s meeting with the press. «In a product sector where passion is still a driving purchase motivation – declared Meda – the direct relationship with the products of the reference industry and the emotional and sensorial dimension make the Eicma model current and open to the future. We are increasingly convinced that a virtual solution cannot completely replace the visiting experience we bring on stage with exhibitors who return to invest in this event: this is not the case for the general public, nor for the thousands of operators in the sector. who are demonstrating the desire to return to doing business live, especially in such a dynamic and interesting moment for our market “.
“It is also the positive trend in sales of cycles and motorcycles, together with the prominence that two-wheelers have assumed in post-Covid mobility – in fact confirmed the president of Ancma Paolo Magri – which gives this edition of Eicma a great symbolic value. Companies finally regain possession of their natural stage, where they can channel the fruit of the efforts made in this last period and transform them into new opportunities. And it is important that this happens in the context of an excellent exhibition system such as the one in Milan and in Italy, where the two-wheeler industry, with over 7 billion euros in value and more than 100,000 employees, plays an economic role as a absolute protagonist at European and international level “.
“Eicma represents an event in constant evolution, full of challenges and new goals – declared Luca Palermo, managing director of Fiera Milano -. We are honored to be able to host it for over seventy years. Fiera Milano is alongside the international two-wheeler exhibition, which is a central and essential for the industry in the sector. Hosting EICMA, Fiera Milano confirms itself, once again, as an essential tool for projection on international markets for companies “.