It seems that Italy’s EICMA motorcycle show may not be dead after all.  For a while, it seemed that digital marketing might overtake in-person showings.  Big-name manufacturers like KTM and BMW have already said that they will not attend.  But now, a string of manufacturers are saying that they will indeed be at EICMA in 2021.

After BMW and KTM quickly said that they would not attend in 2021, the future for the once supreme event did not look so good.  Digital advertising is easier, faster, and cheaper than dragging a crew of manufacturers’ representatives and motorcycles to an Italian venue.

Triumph logo

Triumph will attend EICMA 2021.

But as the scourge of COVID is lessening, some manufacturers are saying that they will attend EICMA this year.  Those who have already confirmed their attendance this November are Honda, Yamaha, Suzuki, MV Agusta, Benelli, Royal Enfield, Kymco, Fantic Motor, and now Triumph.

Triumph’s EICMA attendance

General Manager and CEO of Triumph Motorcycles Italia Andrea Buzzonni says Triumph is happy to be attending EICMA 2021.

(Translated from Italian)

“We are pleased to confirm our participation in EICMA, because we want to be ever closer to the many passionate motorcyclists who choose to be part of the Triumph family every day.”

“We firmly believe that being able to see and touch our motorcycles live is an experience that still holds great value, especially in a context like the one we have experienced in recent months. At EICMA 2021 we will present new products that we are sure will find strong interest”.

Will Triumph bring the new Tiger 660 to EICMA?

And Triumph will likely have a lot to show off when it attends the Italian show.  In the last few weeks, several new machines have been shown and teased.  Triumph’s recent picture release of its new Tiger Sport 660 and Tiger 1200 prototypes have people’s interest.  The British manufacturer is also teasing a new Speed Triple 1200 RR. So it’s clear that the Hinckley factory has been very busy of late.

Triumph Tiger 1200

Triumph’s Tiger 1200 prototype is completing final testing.

As EICMA’s 2021 show dates of 23 – 28 November come closer, it will be interesting to see whether other manufacturers decide to attend.  Even more interesting will be whether the cascade of manufacturers planning to attend EICMA 2021 will influence BMW and KTM to reverse their decisions not to attend.   Time will tell.




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