Esposizione Internazionale Ciclo Motociclo e Accessori (EICMA), one of the biggest motorcycle shows held in Milan, Italy, has just officially announced its cancelation. Concerns over the COVID-19 global pandemic have made it difficult for its organizers to ensure the health and safety of both its guests and participants. Regarded as the centerpiece of the international motorcycle show circuit, EICMA draws more than half a million guests with over 1,200 participating brands visitors from all over the world. Though strict lockdown measures from around the world have been slowly easing, implementation of social distancing protocols in such events would be required to go ahead, however, EICMA’s managing director Paolo Magri deemed it best to cancel the event altogether which was supposed to be scheduled on November 5 to 9.
The value and international leadership of our exhibition-event have convinced us not to wager on the evolution of the health situation linked to the Covid-19 emergency and, above all, to listen to and protect the whole of the two-wheeler industry which, with Fiera Milano primarily and our partners, continues to see in EICMA a successful model and its most important opportunity for b2c and b2b at shows.
Magri added that “Responsibility has been imposed on us and makes us act on a wide scale in the interest of the exhibitors and our visitors, postponing the 2020 show with a solid convergence of intentions.”.
It should be noted that a few months ago, even before EICMA announced its cancelation, both KTM and BMW had confirmed that it would cancel its participation in EICMA, and instead focused its attention on looking for alternative methods for launching their new motorcycles. In line with the recent shift to online marketing, BMW has already made its recent motorcycle launches complete with the launch of its R18 and F900R models. The same goes for KTM that has just recently launched its new 790 Adventure and 790 Duke into the Philippine market which is now being manufactured locally giving it a significant price drop.