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EICMA

EICMA, acronym for Esposizione Internazionale Ciclo Motociclo e Accessori (International Cycle, , and Accessories Exhibition), is the world's premier annual trade fair dedicated to the sector, encompassing , bicycles, and related accessories and technologies. Held in , , since its first edition in at the Kursaal Diana venue, it serves as a global platform for industry innovation, , and consumer engagement, bridging professional operators and the public. Organized by EICMA S.p.A., the entity representing the two-wheeler industry ANCMA within Confindustria, the event has evolved over more than a century into a key incubator of mobility trends and passions, featuring product launches, press conferences, live demonstrations in the MotoLive area, and exhibitions of cutting-edge designs. In recent editions, such as the 81st in 2024, EICMA hosted over 770 exhibitors from 45 countries, representing 2,163 brands, and attracted more than 600,000 attendees—including professionals from 126 nations and media from 74 countries—marking it as the most visited event of its kind globally by exhibitors, visitors, operators, and press. The 2025 edition, the 82nd, continued this tradition from November 4 to 9 at the Rho-Fiera, emphasizing themes of passion and international collaboration; it featured over 730 exhibitors from 50 countries, representing more than 2,000 brands, and drew over 600,000 visitors.

Overview

Definition and Scope

EICMA, formally known as Esposizione Internazionale Ciclo Motociclo e Accessori ( Cycle, Motorcycle, and Accessories Exhibition), is the premier global dedicated to the industry. Founded in , it has evolved into a cornerstone event where industry stakeholders converge to showcase advancements in mobility. The primary purpose of EICMA is to provide a platform for manufacturers and suppliers to unveil new models, accessories, and innovative technologies within the sector, fostering business opportunities and highlighting cutting-edge developments. This event serves as a key marketing and networking hub, enabling direct engagement between producers and professionals while also captivating enthusiasts with previews of upcoming products. EICMA's scope encompasses a broad range of two-wheeled vehicles and related offerings, including motorcycles, scooters, bicycles, e-bikes, components, apparel, and ancillary services. It emphasizes both (B2B) interactions for experts and business-to-consumer (B2C) experiences for the public, creating a dual-focus environment that blends professional transactions with consumer inspiration. With over 110 years of history, EICMA stands as the world's oldest and largest dedicated event, acting as a vital for trends such as , , and technological . Recent editions have seen participation, with over 730 exhibitors from 50 countries and more than 600,000 visitors in 2025 (as of November 2025).

Location and Scheduling

EICMA is held annually at the Fiera Milano-Rho exhibition center in , , a modern complex located in the Rho-Pero district northwest of the city center. This venue has served as the primary host since accommodating the event's expansion needs in the mid-2010s, providing a dedicated space for large-scale displays and visitor flow. The Fiera Milano-Rho spans over 300,000 square meters of exhibition space across multiple interconnected halls, enabling efficient organization of booths, demonstration areas, and support facilities for the two-wheeler industry. This expansive layout supports the event's scale, with dedicated zones for motorcycles, bicycles, accessories, and interactive experiences, while incorporating ample parking and indoor-outdoor transitions for weather-independent operations. The event occurs every year in early to mid-November, aligning with the off-season for new model unveilings and industry planning. Typically structured over six days, it dedicates the first two days—such as November 4 and 5—to press and trade professionals (with trade access starting at 1:00 p.m. on the first day), running from 8:30 a.m. to 7:30 p.m., before opening to the general public for the following four days—such as November 6 to 9—from 9:30 a.m. to 6:30 p.m. This phased approach allows initial focus on business networking and media coverage, transitioning to broader public engagement. Logistically, is highly accessible, connected directly to Milan's Malpensa and Linate airports via highways and shuttle services, as well as high-speed trains from Milano Centrale and Porta Garibaldi stations to the on-site Rho Fiera Milano railway stop, just 500 meters from the entrance. The venue accommodates over 700 exhibitors from around 50 countries and draws over 600,000 visitors in recent editions (as of 2025), with capacities scaled for peak daily attendance through multiple entry gates and integrations.

History

Founding and Early Years (1914–1939)

The Esposizione Internazionale del Ciclo e Motociclo (EICMA), or International Cycle and Motorcycle Exhibition, originated in , , amid the country's early 20th-century industrialization and the rapid evolution of two-wheeled transport. The inaugural edition in 1914 took place at the Kursaal Diana, presenting bicycles alongside nascent motorcycles through fewer than 40 stands from exhibitors of six companies and attracting several thousand visitors. Organized by manufacturers to foster industry collaboration, it highlighted the potential of the sector in a period of technological innovation and economic expansion. In the post-World War I era, EICMA capitalized on the boom, emphasizing bicycles and motorcycles as accessible mobility solutions during Italy's reconstruction. The event's early editions underscored the shift toward motorized vehicles, with growing exhibitor interest reflecting surging domestic demand. By the , EICMA achieved annual regularity, relocating in 1925 to the Palazzo della Permanente to support expanded displays. This stability enabled consistent promotion of Italian engineering, including contributions from emerging firms like (founded 1909) and (established 1921), which showcased prototypes and models that advanced national design and performance standards. The marked further maturation, with the exhibition incorporating accessories and drawing broader international participation to exchange innovations amid global competition. In the late decade, it transitioned to the Palazzo dell'Arte, enhancing its prestige as a hub for advancements before wartime disruptions.

Interruptions and Revival (1940s–1960s)

The outbreak of led to the suspension of the Esposizione Internazionale Ciclo e Motociclo from 1940 to 1946, halting the event amid widespread disruptions to Italy's industrial and exhibition infrastructure. The exhibition resumed in 1947, held in from November 29 to December 8, signaling a revival for the two-wheel sector as manufacturers began rebuilding and showcasing new models, such as the Breda Motobicicletta Bredino. By 1950, EICMA transitioned to larger venues like the Fiera di Milano's Palazzo dell'Arte, accommodating growing exhibitor participation and reflecting the event's expanding scale. The and marked a period of robust growth for EICMA, with annual attendance surging amid Italy's , which fueled demand for affordable mobility solutions. This era saw the rise of scooter popularity, exemplified by the —launched in and emblematic of post-war recovery—leading to dedicated exhibition halls for scooters and motorcycles that drew hundreds of thousands of visitors by the decade's end.

Growth and Internationalization (1970s–2000s)

During the 1970s, EICMA underwent significant expansion to accommodate the burgeoning motorcycle industry, transitioning to larger venues in as exhibitor participation surged. This period laid the foundation for EICMA's evolution from a primarily affair to a more global platform, with attendance rising steadily amid post-war economic recovery in the sector. In the and , EICMA achieved key milestones that solidified its status as a leading show. The EICMA stands for Esposizione Internazionale Ciclo Motociclo e Accessori, reflecting the event's focus on both bicycles and s while emphasizing its global scope. Visitor numbers grew significantly, driven by innovations in motorcycle design and a boom in European and Asian production. By 2000, the introduction of digital ticketing streamlined access, enhancing operational efficiency for the growing crowds. These decades saw EICMA alternate biennially with Germany's Intermot show, a coordinated that prevented direct and fostered industry-wide collaboration across . The marked EICMA's full internationalization, with a strategic shift toward emerging markets and expanded global participation. The event returned to an annual format in 2005, with a 25% increase in exhibition space to over 115,000 square meters and 16% more exhibitors than previous years. This focus on helped diversify the showcase, with partnerships like the alternating schedule with Intermot evolving into a recognition of mutual rivalry while promoting cross-continental exchange. By , EICMA relocated to the expansive new Rho venue amid Milan's urban development, hosting nearly 1,100 exhibitors across 1.33 million square feet and drawing 530,000 visitors, underscoring its adaptation to surging demand.

Organization and Governance

ANCMA Association

The ANCMA (Associazione Nazionale Ciclo Motociclo Accessori) was founded in 1920 as Italy's primary for manufacturers of two-wheeled vehicles, including bicycles, motorcycles, and related components and accessories. As the longstanding representative body for the sector, ANCMA has played a pivotal role in advancing the interests of Italian producers amid evolving industrial and regulatory landscapes. As of 2024, Mariano Roman serves as president of ANCMA. In its governance capacity, ANCMA oversees the organization of EICMA through its wholly owned subsidiary, EICMA S.p.A., ensuring the event aligns with the association's mission to promote innovation and market growth in the two-wheeler industry. represents Italian companies in the sector, advocating on their behalf in national and international forums to influence policy and establish technical standards. ANCMA's core functions encompass lobbying efforts to shape regulations pertinent to the sector, such as European Union standards on emissions and vehicle safety for L-category (two- and three-wheeled) vehicles, which help harmonize requirements across member states while supporting sustainable mobility. Additionally, it conducts and publishes market research, including comprehensive annual reports on two-wheeler registrations and sales trends in Italy and Europe, providing critical data for industry stakeholders. A distinctive feature of ANCMA is its membership in Confindustria, Italy's confederation of industry, dating back to the association's early establishment and offering EICMA access to broader industrial networks, resources, and advocacy platforms within the national economy.

Event Management Structure

EICMA S.p.A. serves as the wholly-owned subsidiary of ANCMA, functioning as the dedicated entity responsible for the operational execution of the annual International Motorcycle and Accessories Exhibition. This company oversees key aspects of event , including venue setup and coordination, campaigns to promote global participation, and outreach to attract exhibitors and visitors from diverse markets. Established to professionalize the management of the longstanding event, EICMA S.p.A. ensures seamless organization, from exhibitor onboarding to on-site services, positioning the exhibition as a premier B2B and B2C platform in the two-wheeler industry. Within its operational framework, EICMA S.p.A. manages specialized oversight through involvement rather than formal named committees, focusing on exhibitor selection via structured registration processes and integration across all activities. Exhibitor participation is facilitated through an application system, where companies submit details for approval based on relevance and compliance with event standards, enabling over 730 participants from 50 countries in recent editions. efforts are embedded in the company's , with EICMA S.p.A. achieving ISO 20121 for sustainable for multiple consecutive years, including 2024 and 2025. This drives green initiatives, such as enhanced waste separation and programs targeting exhibitors, visitors, and areas to promote a , alongside the "Sustainable Exhibitor Award" that recognizes eco-friendly booth designs and practices implemented in the . Logistical operations are coordinated closely with , the host venue at Rho, where EICMA S.p.A. allocates space across pavilions totaling over 300,000 square meters, adhering to technical regulations for setup and dismantling to ensure safety and efficiency. Digital platforms support these efforts, providing online tools for exhibitor and trade visitor registrations, ticket purchases, and access to event resources like floor plans and schedules, streamlining participation and reducing paper usage in line with goals. To amplify reach, EICMA S.p.A. fosters partnerships with major organizations, including collaborations with the (FIM) for events like the and cross-promotions that integrate exhibition highlights into FIM-sanctioned activities. Recent initiatives include ties to MotoGP through announcements at EICMA, such as the 2026 Harley-Davidson Bagger World Cup series, which runs alongside MotoGP Grands Prix and features promotional synergies to blend trade show innovations with racing excitement. These alliances enhance visibility, drawing enthusiasts to the exhibition while showcasing industry advancements in a dynamic, cross-promotional context.

Event Format

Exhibitor Participation

EICMA attracts a diverse array of exhibitors, typically exceeding 730 companies from over 50 countries, representing more than 2,000 brands, with approximately two-thirds being international participants. This global profile includes major manufacturers such as Piaggio Group, , and , alongside suppliers of components, accessories, and emerging technologies. Companies interested in participating apply through the official EICMA portal by submitting a registration form to receive detailed information on eligibility and requirements. Once approved, booth assignments are determined based on factors like requested space and availability, with options ranging from minimal 16 m² units to expansive setups occupying entire halls. Participation costs vary by booth configuration and services, generally ranging from €180 per square meter for basic unfurnished spaces to €350 per square meter for fully equipped stands including partitions, lighting, and flooring. Exhibitors showcase their offerings through a variety of display formats designed to engage trade professionals and highlight innovations. Static displays often feature model unveilings, where new motorcycles, scooters, and components are presented for close inspection, serving as platforms for global product launches. Interactive demonstrations, such as virtual reality simulations, allow visitors to experience vehicle handling or helmet designs in immersive environments, as seen in setups by brands like Shiro Helmets and Suzuki. Dedicated zones for suppliers emphasize components like engines, tires, and electronics, enabling B2B networking and technical evaluations. Recent trends in exhibitor participation reflect the industry's shift toward sustainable mobility, with a marked increase in displays during the 2020s, including e-bikes, scooters, and full motorcycles from companies like TVS Motor and . EICMA supports this evolution through a dedicated Start-up & Area, providing space for innovative young companies to present cutting-edge solutions in urban mobility and safety technologies.

Activities and Attractions

EICMA features a robust schedule of press conferences dedicated to unveiling new motorcycle and scooter models, with manufacturers hosting dozens of events daily during the press days to showcase innovations and engage media. For instance, in the 2025 edition, brands like CFMOTO, Suzuki, and Honda conducted dedicated press launches highlighting upcoming vehicles such as the CFMOTO 2-wheel range and Honda's CB1000GT sport-tourer. These sessions allow journalists and industry professionals to preview technological advancements in real time. A highlight of the event is the MotoLive outdoor track, an adrenaline-fueled arena that hosts live demonstrations, races, and stunts performed by professional riders on a dedicated adjacent to the halls. Revamped for recent editions, MotoLive includes competitions like the Champions Charity Race and twin-cylinder races, drawing crowds for its dynamic displays of riding prowess and vehicle performance during the public days. This area not only entertains but also provides hands-on insights into handling across various terrains. Attractions extend to interactive and family-oriented spaces, including the EICMA Lounge, a dedicated networking hub for professionals to connect amid the event's bustle. Family-friendly elements feature kids' zones offering free entry for children under 14 accompanied by adults, alongside safety workshops in the Start-up & Area that educate on two-wheeled through practical sessions. Special exhibits add historical depth, such as the 2024 "EICMA: 110 Years of Two-Wheeled Design" installation in the Congress Center, which traced the evolution of aesthetics through iconic models spanning the event's century-plus history and attracted over 20,000 visitors. The event incorporates educational conferences addressing key industry trends, including forums on in and . Complementing these discussions are prestigious awards, such as the EICMA Most Beautiful Bike prize, voted on by attendees and recognizing standout designs like the Superveloce Ago in 2021 for its elegant engineering. Unique features enhance visitor immersion, with night shows featuring high-energy stunts under illuminated arenas as part of MotoLive's evening programming. The official EICMA facilitates guided tours, enabling attendees to navigate the vast 300,000-square-meter venue, access schedules, and locate attractions efficiently. In the 2025 edition, the event drew over 600,000 visitors, underscoring its global appeal. These elements collectively transform EICMA into a multifaceted blending , , and dialogue.

Significance

Industry Role

EICMA functions as a pivotal driver in the global sector, serving as the premier venue for manufacturers to unveil cutting-edge models and technologies that shape trajectories. Each edition hosts the world premiere of numerous new motorcycles and scooters, often exceeding hundreds of debuts, which directly influences priorities such as enhanced features and sustainable systems. For example, the 2019 event marked a milestone with the introduction of the RevoNEX, an early electric superbike concept featuring a top speed of 200 km/h and innovative gearbox integration, accelerating the shift toward electrified high-performance vehicles. The exhibition's trendsetting role extends to pioneering safety and environmental advancements, establishing benchmarks that permeate the market. In the late 1980s, EICMA showcased early iterations of anti-lock braking systems () as they transitioned from automotive to motorcycle applications, with the first production model, the 1988 , featuring BMW-developed ABS. Bosch's system debuted in 1995 on the Kawasaki GPZ1100, gaining prominence through event demonstrations. More recently, in the 2020s, prototypes like Kawasaki's hydrogen-fueled Ninja H2, revealed at the 2022 edition, highlighted zero-emission potential with a supercharged engine adapted for , pushing standards for emissions compliance and alternative fuels. These showcases compel competitors to adopt similar innovations, fostering widespread industry progress in safety and sustainability. Beyond innovation, EICMA operates as a critical networking , enabling robust B2B collaborations between suppliers, manufacturers, and distributors that underpin the sector's . Dedicated trade days, such as the opening sessions reserved for professionals, facilitate direct negotiations and partnerships, drawing 38,000 trade visitors from 126 countries in 2024 and 43,000 from 167 countries in 2025 alone to forge supplier-manufacturer alliances. This environment supports the generation of substantial opportunities, reinforcing EICMA's status as an indispensable for commercial growth in the industry. As a global benchmark, EICMA asserts dominance in the international exhibition landscape, attracting 67% foreign exhibitors among its roster of over 730 participants from 50 countries and more than 2,000 brands in recent years. This diverse participation underscores its role as the foremost event for cross-border exchange, outpacing competitors like Intermot, where EICMA has increasingly captured manufacturer focus and premiere announcements amid the latter's efforts to adapt.

Economic and Cultural Impact

EICMA significantly contributes to Milan's by driving and related expenditures in hotels, transportation, and local services. The event's scale, with typical attendance ranging from 500,000 to 600,000 visitors annually, generates substantial revenue for the city, including indirect benefits from and activities. For example, the 2025 edition attracted over 600,000 attendees, setting a new record and underscoring the event's role in stimulating economic activity. EICMA also supports in the , aligning with Italy's sector that employs over 36,000 directly and 84,000 indirectly as of 2022. By showcasing innovations to global buyers, the exhibition helps boost Italian exports through enhanced visibility and business deals. Culturally, EICMA serves as a global platform for celebrating heritage, featuring exhibits of restorations that highlight the of two-wheeled . It reinforces Italy's in and , inspiring enthusiasts and professionals alike with displays that blend and modern aesthetics. The event garners extensive coverage, with nearly 8,000 journalists from 74 countries attending the 2024 edition. In response to environmental critiques, EICMA has integrated into its operations since 2022, pursuing carbon-neutral goals through ISO 20121 certification for . The exhibition promotes eco-mobility by offering discounted tickets via and free interchange parking to encourage low-emission travel, aiming to mitigate urban while aligning with broader objectives.

Recent Developments

2024 Edition

The 81st edition of EICMA took place from November 5 to 10, 2024, at Fiera Milano-Rho in , , marking a significant milestone as the event celebrated its 110th anniversary. This edition attracted over 600,000 attendees over six days, surpassing previous records and demonstrating robust post-pandemic recovery in the two-wheeler industry. More than 770 exhibitors from 45 countries participated, representing 2,163 brands, with 26% being first-time exhibitors, underscoring the event's global appeal and the sector's rebound. A centerpiece of the celebrations was the "EICMA: 110 Years of Two-Wheeled " exhibition, which showcased 36 historic divided into sections on shapes, proportions, and materials, drawing over 20,000 visitors. This display highlighted the evolution of design over more than a century, featuring iconic models that traced technological and aesthetic advancements in the industry. The event featured numerous product launches, including updates to the and RSV4 Factory superbikes for the 2025 model year, which introduced enhanced electronics, a lighter chassis component, and MotoGP-inspired winglets for improved . unveiled electric concepts such as the XE and , entry-level off-road models aimed at broadening access to electric riding, as part of a planned lineup of six affordable EVs under $10,000. Themes emphasized , with significant booth space dedicated to EV innovations from various manufacturers, reflecting the industry's shift toward sustainable mobility. MotoLive, the outdoor entertainment area, hosted thrilling demonstrations including the Champions Charity Race, featuring MotoGP legends like , , and , alongside superbike stars such as , generating eight hours of live TV coverage and engaging crowds with races and stunts. The edition contributed substantially to the local economy through over 38,000 international professionals and 8,000 journalists from 74 countries, fostering deals and . Challenges addressed included streamlining visitor access via an enhanced digital ticketing system, which facilitated smoother entry amid the record crowds and supported the event's focus on recovery and innovation.

2025 Edition and Future Plans

The 82nd edition of EICMA took place from November 4 to 9, 2025, at Rho, with trade visitor days on November 4 and 5, followed by public access from November 6 to 9. Featuring over 730 exhibitors from 50 countries and representing more than 2,000 brands, the event marked a consolidation of recent growth and emphasized its global reach. Under the theme "Tribute to Passion" with the slogan "," it celebrated the emotional and innovative aspects of two-wheeled mobility through expanded international content, including exhibitions like "Desert Queens" showcasing 31 historic motorcycles and a Y.U.M. area for urban mobility testing with over 40 vehicles. The edition attracted over 600,000 visitors, including professionals, media, and the public, setting new records for participation. A heightened B2B focus drew more than 43,000 professionals from 167 countries, reflecting a 28% increase in foreign operators compared to 2024, while aligning with the event's 111-year history through extended opportunities. New accessibility features enhanced the visitor experience, including a sustainable mobility plan with 15,000 free parking spaces at interchanges and discounted " 4 EICMA" tickets for rail travel. Looking ahead, EICMA's strategic vision under President Pietro Meda and CEO Paolo Magri emphasizes continued evolution, with the next edition scheduled for November 3 to 8, 2026, at the same venue. remains a core pillar, building on 2025 initiatives such as ISO 20121 certification renewal, enhanced waste recycling in exhibitor and catering areas, via a Sustainable Exhibitor Award, and alignment with UN to reduce environmental impact. These efforts, led by current leadership, aim to drive long-term transitions toward more inclusive and eco-friendly event formats while maintaining EICMA's role as a global benchmark for the industry.

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