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Record crowds claim at 75th Milan show

 

Organisers are claiming a record attendance for the 75th Esposizione Internazionale Ciclo Motociclo e Accessori (EICMA), held in the event’s 103rd year at the FieraMilano. They did not release actual figures, although there was slightly more detail than last year, when the absence of anything meaningful suggested that numbers had been down.

In its closing press release after this year’s show (7-12 November), EICMA referenced “more than 150 innovations and world premieres” and “a significant increase in the number of exhibitors present who, counting both direct and indirect, numbered 1713, up 20% compared with 2015, from 42 countries”.

Sixty-one per cent of exhibiting companies were from outside Italy and there was said to be a 15% increase in the “net occupied area” of the show, which occupied seven halls.

Rather vaguely, organisers stated: “Participation by trade professionals recorded an important double-digit increase – 28% – of foreign professionals.

“These extraordinary results confirm that the strategy outlined by the president of EICMA [Antonello Montante], by the executives and by all the members and manufacturers of the sector, is successful: based on innovative communication activity which focuses on internationalisation. The journey began 103 years ago and today has made the show a privileged point of reference in the world of two-wheels and a model of success to export.

“The records of this 75th edition make it the best in recent decades from all points of view: the number of exhibitors, the surface area occupied, the attendance by professionals and the public. The show confirms Milan as the world capital of the two wheels.”

If the figures are correct, it’s a good result, considering the almost total lack of press releases and promotional activity in the run-up to the event, writes Paul Smith, and regardless of the claims, the show was an enjoyable experience with a positive vibe. The number of interesting new-motorcycle launches belied concerns that there would be a slump after the hefty investments required last year to update technology to meet the compulsory introduction of Euro 4.

 

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