The 78th edition of the Milan Motor Show, Eicma, is near halftime. Today Valentino Rossi did another lap with a tidal wave of yellow that flooded the Fiera di Rho venue from early morning. Then three more days to greet the EICma fans who have been fasting for two years. But how is this edition of the event going so far?
who is missing
Those absent from this year’s edition could not go unnoticed: Bmw, Ducati, Harley-Davidson, but also KTM. Many overseas brands and companies that, albeit with different roles, made Eicma the world motorcycling capital for a week. To be clear: the pavilions are certainly not empty, the bikes are still the stars and the party is certainly not over yet. However, we may have to grapple with the fact that in the digital age, previewing a product live is no longer the prerogative of every brand in the industry.
China’s advance
If those who were absent did not go unnoticed, neither did some of the participants: Asian brands, especially from China, have definitely made themselves heard at Eicma. While the capital of the world’s superpowers used to grow through the purchase of historical brands from Italy and Europe, today it is China that is fully involved because it can present a competitive product with constantly increasing quality. If you’re around, check out the CFMoto SR-C21. It’s the proof in the pudding.
Longing for normality
Normal action is sometimes required during exceptional times. And the Desire for normalcy Expressed by motorcycle enthusiasts, was rewarded by the organization and exhibitors, including the pretty Eicma girls, and many visitors were given the opportunity to take selfies with their favorites. The same applies to the motorcycles, which, thanks to constant disinfection by the staff, could drive and “test” visitors and decide whether they ignited a spark. Of course, green passports and mask requirements remind us of the times we are going through, but it is all good for us and everyone else and hopefully the next edition of Eicma will bear witness to more participants and no extraordinary measures.