The 2021 EICMA show is not far off.  This year’s show will be the 78th edition of the international exhibition.  And it’s beginning to look like things are moving toward a return to “normal” for the annual show.

COVID’s impact on EICMA

After the COVID pandemic struck, several motorcycle manufacturers announced that they would not attend last year’s show. Unfortunately, the withdrawals ultimately helped spell the death knell of the 2020 event.  And, some manufacturers took the “opportunity” to revise their marketing plans.

Digital marketing

Two large manufacturers (KTM and BMW) announced pretty early that they would not be attending EICMA 2020.  Instead, they chose to unveil their machines in a digital environment.  And, they did a pretty good job considering the “short-ish” timeframe they had to get their marketing game on.

Apparently, their marketing plans were successful, and the two companies announced that they would not be attending EICMA 2021 as well.  And who could blame them?  The cost to bring machines and staff to Italy is very substantial.  And since it is a live event, EICMA can throw curveballs at the companies with unanticipated questions or public “dud” reveals. Furthermore, in digital marketing, the manufacturer controls what is displayed and can manage reactions.

EICMA a thing of the past?

So for a while, it looked like big bike shows might be a thing of the past.  But happily, that does not appear to be the case. Instead, motorcycle manufacturers have slowly but surely announced that they would attend this year’s EICMA show.  And for me, that’s an excellent thing.

Show comeback

While many digital reveals can and have been well done, nothing is better than seeing the bikes in the flesh where you can touch and see them from all angles.  So far, Aprilia, Benelli, Fantic Motor, Honda, Kymco, Moto Guzzi, Moto Morini, MV Agusta, Piaggio, Royal Enfield, Suzuki, SYM, Triumph, Vespa, and Yamaha have said that they will attend this year’s event. Admittedly, that’s not the full complement of major manufacturers, but it’s more than many had anticipated would attend.

Zero Motorcycles attending

And now, another manufacturer is announcing its attendance.  Zero Motorcycles says it will be at EICMA 2021 with their complete lineup of 2022 motorcycles, including their newly unveiled Zero FXE.  And, they say that there will also be some “surprise” models as well.  Hmm… that sounds interesting.  Perhaps they will be bringing their recently shown custom machine, but I’d love to see a new model or two.

Here’s to the continuation and growth of the EICMA show in the future.


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