After a year of hiatus imposed by the pandemic, Eicma returns to welcome two-wheel enthusiasts and is confirmed as the most important event in the sector, despite the defections of some important brands, such as Bmw, Ducati, Harley-Davidson, Husqvarna and Ktm. Brands that have preferred to focus on digital to present their new products, with a strategy whose validity is still to be verified. It begins on 23 and 24 November with the days dedicated to operators in the sector and then runs the whole week until Sunday 28. Five pavilions open and populated by over 820 brands, not only motor vehicles (internal combustion and not) , to which are added the outdoor areas with the usual menu of competitions and shows.
There will be no lack of opportunities to carry out test rides, not only of motorcycles and scooters but also of eBikes, which will be able to count on a special track. The nature of Eicma is confirmed international, with half of the exhibitors coming from abroad, representing thirty-five countries.
«In a sector where passion is still the driving motivation for purchasing, the direct relationship with the products, together with 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; 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 “declared the president of Eicma, Pietro. Meda, which was echoed by the president of ANCMA Paolo Magri “This edition has a great symbolic value, also due to the prominence that two wheels have assumed in post-Covid mobility. It is important that companies can regain possession of their natural stage, where they can transform the fruit of their efforts into opportunities. And it is important that this happens in Italy, where the two-wheeler industry is worth over 7 billion euros and involves more than 100,000 employees ».
Economy aside, Eicma has always been the stage to present unpublished motorcycles, immediately touching the reaction of the public. This year, many products that will be on show for the first time have already appeared widely on the web – in some cases already tested – but there will still be some bikes that will make their debut the old way, without digital previews. One above all, the Benelli TRK 800, which with the most powerful engine is a candidate as the new queen of the market. MV Agusta has heralded the return of the “Lucky Explorer” brand, linked to the motorsport of the 1980s and 1990s, in particular to large rally raids. It goes without saying that fans already dream big, with a possible return of the Cagiva Elefant.
Speaking of great returns from the past, Aprilia could add a fourth bike to the 660 platform: rumors are focused on the Pegaso. Staying at Piaggio, the great debut of the Moto Guzzi V100 Mandello and the electric scooter One is expected – only partial information has been disclosed of both in recent months – while other surprises could come from Triumph and Yamaha.
The Japanese manufacturer has organized an event to celebrate Valentino Rossi’s career: on Thursday 25 November the champion from Tavullia will be the great guest of the MotoLive arena to receive the embrace of the Eicma public.
USEFUL INFORMATION
Tickets for EICMA 2021 can only be purchased online. The daily cost for a full ticket (from 14 years onwards) is 19 euros. The daily cost for a reduced ticket (under 14) is 12 euros. Free admission for children from 0 to 3 years and for the disabled with a companion with a disability card or equivalent certificate. For groups (schools, motorcycle associations,
motoclub) between 20 and 70 people special price of 14 euros.
Only visitors with a Green Pass will be able to access the exhibition. It is advisable to arrive already equipped with the certification, however it will be possible to swab at the Fiera Milano vaccination hubs outside the Rho Fiera entrance.
Dates and times: from Thursday 25 November to Sunday 28 November 2021: from 9.30am to 6.30pm.
The location of EICMA 2021 is located north-west of the center of Milan, in the municipal area of Rho. Metro M1 (red line) leads directly to the Fair with a special stop. The 90-minute ticket costs 2 euros. The Fiera di Rho can also be reached by train with numerous Trenitalia and Trenord trains.
Those who reach the exhibition by motorbike are offered a free covered parking service at the PM1 – West Gate car park of the fairgrounds.