The motorised 2-wheeler market is still showing no signs of taking off again. In the first half of 2010, the 21 European countries recorded a further drop of 10% compared to the previous year, when the market shrank by 25%. Since autumn 2008, when the crisis began, the European market has contracted by 30% and it is estimated that almost 900,000 vehicles are unaccounted for.
In 2010, only 12 million euros of incentives were available in Italy, compared to the 132 million which supported the market in 2009, and the market recorded a reduction of 20%. Forecasts for the close of 2010 suggest total motorised 2-wheeler sales of around 405,000: 220,000 scooters, 95,000 motorbikes and 90,000 “50 cc bikes”.
Italian motorised 2-wheeler production is around 480,000 pieces, of which 360,000 are exported, while imports are equivalent to 340,000 units. The positive balance of payments is approximately 316 million euros.
In this rather depressing context, the 68th International Motorcycle Show is set to open its doors. It features a practically full line up, characterised by the confirmed participation of its most loyal exhibitors, some big returning names (a good 48 companies, including
Honda,
Yamaha,
Dainese and
Nolan) and many new entries (53 companies will be exhibiting in Milan for the first time).
However, the most characteristic feature of EICMA 2010 is its extraordinary number of new products. It is no coincidence that interest in the Milan Show has multiplied (and this may seem paradoxical) since the conclusion of the German event: because we now know for certain that almost all the big manufacturers are reserving the presentation of their main new products for Milan. Just as an example: Honda will be presenting 8 brand new products in Milan, including the “Crossover 800” which is already generating huge interest;
Ducati will be presenting the Diavel, which we have heard so much about and whose images have been “stolen”, like those of any self-respecting star; MV – present only in Milan – will be presenting its already famous F3 for the first time, while Dainese will be making its comeback to Eicma with 2 very interesting projects: D Air and AGV Standards. Not one of the motorcycle, scooter, components and accessories manufacturers will be arriving in Milan without some surprises to announce. We will be publishing a separate overview of the new products, which will be packed with details although certainly not exhaustive.
Another apparent paradox is this explosion of new products in a year of ongoing crisis: but this is a good sign, because it means that the industry is reacting to the crisis with determination and creativity, and that the Milan Show is becoming even more established as the key international event.
Crisis or not, the Milan Show is putting itself forward with its imposing 6 halls (no other fair in the world has such large halls), and a total exhibition area of 250,000 square metres, including 80,000 outdoors in the form of "Motolive", and the rest indoors, where 1,098 brands from 35 different countries will occupy stands covering a net area of 47,000 square metres.
In comparison to the odd numbered years, when EICMA reigns supreme because Intermot has preserved its biennial status, the exhibition area is a few thousand square metres smaller. This is due to the fact that many small exhibitors, particularly from China, Taiwan and Pakistan, have preserved the habit of exhibiting in Italy one year and in Germany the next. Nor can we overlook the fact that the crisis has had many harmful effects, with some companies disappearing and some unable to invest.
However, as we have seen, the figures are still breathtaking. Despite the crisis and despite the presence of a fierce “competitor” such as Intermot, the entire industry “which counts” will be present in Milan, and as always, a good number of these companies choose to exhibit solely at EICMA.
As regards companies that exhibit only in Milan, it is worthwhile mentioning that 12 American companies have agreed to create an American Pavilion for the first time at EICMA, officially recognised by the US Department of Commerce, which has certified EICMA as the most important Motorcycle Show and has chosen it as the “location” for the US Pavilion.
The special initiatives at EICMA have been a key part of the event for many years, making an important contribution to its success, especially in terms of public participation. This has certainly proved the case for
Motolive, which has become a "must" at the Milan Show, and also for
The Green Planet, launched last year due to the trend for clean mobility.
We have well-founded reasons to expect this to happen for this year’s new events too because, like “Motolive” and “Green Planet” in their time, they are the result of an analysis of evolutions in the market and public tastes.
The 2 innovations for this year, which share a similar concept, are
Custom City and
Two Wheel Touring.
“Custom City” is an exhibition area developed as a result of the demand expressed by companies, tuners and enthusiasts, but which is also justified by the relative figures: in a declining market, the number of Custom and Touring vehicles, which now account for 17.5% of sales, is slowly but surely rising, going against the general trend.
The area dedicated to “Two Wheel Touring” offers visitors a broad picture of interesting ways in which to discover the world (especially Italy) by motorcycle and bicycle, with 7 Italian regions also presenting what they have to offer.
The range of special events is completed by the Safe Motorcycling initiative, once again made possible thanks to the partnership of "Motociclismo" magazine: a space dedicated to everything that can contribute to making the use of motorised 2-wheelers safer.
EICMA 2010 is also about Bicycles. As announced months ago, the Milan Bicycle Show has taken a sabbatical this year, awaiting a major relaunch in 2011. However, bicycles will not be completely off the list: some important exhibitors (and some foreign exhibitors), convinced of the fact that it is worthwhile not missing out on the opportunity to present themselves to a large public, such as that which visits the Milan Show in November, will be present. These are exhibitors whose products have not yet been seen at any Italian trade fair this year.
Shimano, world number 1 in components, will be presenting its key products at its stand, as well as 14 prestigious branded bicycles with one thing in common: assembly with the innovative Dura Ace Di2 (Digital Integrated Intelligence), an electromechanical unit with digital gears that make it possible to “change” quickly and more precisely. The bicycles on show are “branded” Pinarello, Rossin, Scapin, Colnago, Fondriest, Bottecchia, Olmo, Wilier, Viner, Passoni, Guerciotti, Freewheeling, Podium and DMT Diamant
Montante, the world’s leading luxury bicycle brand, presents the new “Montante for Maserati 8CTF", a splendid bicycle made in a limited edition of just 200 and enhanced with unique details. It was created in order to celebrate the seventieth anniversary of the victory of the Maserati 8CTF number 1, driven by Wilbur Shaw, in the Minneapolis 500 mile race.
However, above all, the Bicycle section will be enhanced by some very important collateral events. There will be a great exhibition dedicated to
Fiorenzo Magni, who is about to turn 90. And on the afternoon of 4 November, in the specifically created auditorium next to the “Fiorenzo il Magnifico” Exhibition, EICMA and the FCI will present awards to the Italian cyclists who won the gold medal at the Rome Olympics 50 years ago.
At the end of the event, which will involve the entire world of cycling, there will be a toast to Fiorenzo Magni’s 90th birthday. It will be a great party.
Throughout the duration of the Show, the Gewiss showroom, adjacent to the EICMA halls, will host a “Temporary Museum” dedicated to the bicycle: an anthology of the many relics from the Ghisallo Museo, chaired by Fiorenzo Magni.
Major shows “are" all about culture and must honour culture. EICMA has always done so over the 96 years of its history (we’re getting on for a century now: there is no other trade fair in the world with such history behind it). This year, EICMA is celebrating culture with an exhibition entitled YFDM, which stands for Young Designers for Mobility. The exhibition aims to involve young designers and students from the most prestigious design schools, university faculties and specialist training institutes, with the objective of illustrating the creative, design and research phases, in which the theme of mobility is the main field of study and investigation. The exhibition will cover an area of over 400 m² and will feature designs, scale and life-size models, digital representations and multimedia installations relative to vehicle designs (bicycles, scooters, motorcycles, three and four-wheeled vehicles), as well as equipment and infrastructures.