EICMA Debrief: EICMA Is Dead, Long Live EICMA


I had originally intended to follow-up my preview for the 2021 EICMA trade show in Milan with daily round-ups, but after witnessing what was produced in the first two days, that clearly was unnecessary.

There were question marks on what the 2021 show would be like, after last year’s cancellation and with the specter of COVID-19 still hovering over Europe and the motorcycle industry as a whole.

We have that answer now, and it is not a good one.

In the 13 years that I have covered the largest motorcycle industry trade show in the world, I can tell you definitively that this year’s EICMA was by far the most disappointing.

EICMA, as we know it, is dead.



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