The Milan Motorcycle Show relaunches with a very electric edition

(Milan) The major European motorcycle show, EICMA, reopens Tuesday in Milan for a 78^e very electric edition.

Around 820 brands of motorcycles, scooters and accessories are expected at Fiera Milano Rho, the exhibition center of the Lombard capital, half less than in 2019.

The show was canceled in 2020 due to health restrictions: this year it is dedicated to the “return of adrenaline”, and its organizers ardently defend these hums and meetings after 18 months of the pandemic.

“In a sector where passion is still an essential reason for purchasing […] the sensory and emotional dimension of EICMA makes this fair a model for the future ”, with races, tests and events, proclaimed the president of the fair, Pietro Meda, during the launch conference.

The Japanese Honda, Kawasaki and Suzuki, like the Italians Benelli and Moto Guzzi, should notably present their new machines during the first two days reserved for the press and professionals, before the show opens to the public from Thursday to Sunday.

The EICMA intends to pay tribute on Thursday to Italian motorcycle champion Valentino Rossi, the “dottore” who has just retired at the age of 42 after nine world championship titles.

Asian brands wave

“We are increasingly convinced that a virtual solution cannot replace the experience of our visitors and our exhibitors,” said Mr. Meda. Like the Munich auto show, Milan also presents itself as a mobility fair, with electric scooters and bicycles as well as carts.

However, a few big names in motorcycles are missing: Harley-Davidson, Ducati, KTM and especially BMW. The Bavarian brand had announced in early 2021 that it was withdrawing from major trade fairs, including EICMA and Intermot in Cologne (Germany).

By creating its own events, especially online, BMW can “schedule its world premieres and product launches with more flexibility, but also allow better interactions with target groups,” said the brand.

These major absentees are being replaced by a wave of Asian brands, which rely in particular on electric scooters to gain market share in Europe. The Chinese giant Yadea must in particular launch its scooters on the European market and its compatriot Super Soco a new premium brand.

Italian Piaggio responds to this offer at the show with its first 100% electric scooter, the One.

These brands are capitalizing on a two-wheeler market which, unlike automobiles, has continued to grow in five of the main European markets since the start of the year, despite chip shortages and global logistics jolts. delay deliveries.

With 792,819 motorcycles and scooters sold between January and September in Italy, Germany, France, Spain and the United Kingdom, the market grew by 10.6% compared to the same period in 2020 and by 8.2% compared to to 2019, according to the Association of European Motorcycle Manufacturers.