MILAN (ITALPRESS) – EICMA, That’s Love. The curtain rises on EICMA 2025. The 82nd Edition of the International Exhibition of the two wheels, scheduled from 4 to 9 November next in the pavilions of Fiera Milano in Rho (the days of Tuesday 4 and Wednesday 5 will be reserved to press and operators), was presented today in Milan in the presence of the president of EICMA Pietro Meda and the ad Paolo Magri, the president of Regione Lombardia Attilio Fontana, the Mayor of Milan Giuseppe Sala, Giovanni Bozzetti, president Fondazione Fiera Milano The exhibition, once again, confirms itself as a world reference point for the two-wheel mobility industry and shows itself this year as a tribute declared to passion, an authentic motor of a whole universe. First of all the numbers. There are over 730 exhibitors who will climb this important stage with more than 110 years of history, 2,000 brands represented and 50 different countries of origin. Among these, in particular, ten nations will exhibit for the first time, marking the extraordinary entry into EICMA of enterprises from nations such as Estonia, Georgia, Ireland, Mexico, Panama, Peru and the Arab Emirates, alongside the most established European and Asian presences. Still consistent and qualified the company of Made in Italy, whose companies represent 30% of exhibitors 2025, choosing EICMA as an effective tool for communication and projection on foreign markets. Italy remains in Europe the first country for market and production.
Milan thus returns the world capital of the two wheels with a new edition of EICMA, which also consecrates and completes the evolution of the fair to the exhibition event all round, indispensable for professionals and expected by hundreds of thousands of fans. From the discovery of the novelties of the market to the world previews contained in the nine occupied pavilions of Fiera Milano, from the special content promoted by the organization of EICMA in the presence of talents and drivers, up to the rich palimpsest of races, shows and performances proposed in the outside area MotoLive, everything is in fact ready to inspire the great public and renew the love story with manifestation.
The communication strategy 2025 has in fact aimed at strengthening the living and constant presence of EICMA in places where the heart of motorcycling beats – from events to race fields – to tell and value the industry, the culture of the two wheels and its truest language: that of emotions.
That’s Love, the claim chosen for this edition, is not only the title of the next EICMA, but becomes manifest: a way to say that passion for the two wheels is identity and sharing. An intention also confirmed by the view of the campaign, which reports a tattooed heart on the skin with the plot of a tread as an indelible form of love, to the point that even visitors will be offered the possibility to impress the same tattoo of the manifesto 2025 in a temporary form, going during the event in a special Tattoo Station that is set for the occasion.
The more than 60,000 square meters of the outside area of EICMA will be the right place to celebrate the twenty years MotoLive, the racing arena of EICMA. This area has always been synonymous with emotion, entertainment and adrenaline. Here the audience will still be able to attend free competitions on the calendar, but also let themselves be dragged by shows, music, free tests, food, entertainment shows, prestigious talents that will animate the imposing central stage and music of Radio Deejay. Even the most demanding enthusiasts will not be disappointed: phenomenal run of Freestyle Motocross, Trial Acrobatic and then the opportunity to see closely the drivers of the most important offroad disciplines or the installation of Africa Eco Race and much more. The program includes, among other things, the direct SKY of the stage of Portimao della MotoGP.
On the track of MotoLive then the races with the bicylinders with more than 15 Building houses at the start with the queens of the market. After the extraordinary success of last year the phenomenal Champions Charity Race returns, which on Saturday and Sunday days will saddle true motorsport legends, through the consolidated and exciting format that includes duels in pursuit. Already confirmed the long-awaited return of Australian champion Troy Bayliss, three times released in SBK, and the presence of many other unmissable champions that will be announced in the coming days (we talk about over 20 world titles).
Also in the MotoLive area, in its portion to the East, EICMA will host the Desert Queens exhibition, an exhibition route entirely dedicated to motorcycles and people who have written the history of the legendary race competition. The Desert Queens exhibition, developed by EICMA with the collaboration of ASO (Amaury Sport Organisation), organizer of the Dakar, will be a tribute to the more than forty years of history of Dakar through more than thirty motorcycles, but also memorabilia, photos and videos. The new content, for the first time in Italy, will not be limited to the exhibition of the most iconic vehicles, but will also offer the public interactive experiences, such as the direct encounter with the Dakarian pilots and the dissemination of information on navigation, safety and the evolution of technical equipment.
After the trial of 2023, the Y.U.M. area (Your Urban Mobility) returns to EICMA 2025 with a new dynamic and engaging look. Located in the eastern portion of the MotoLive Arena, on the outside, the Y.U.M. area will reproduce an urban environment and will offer the public of EICMA the possibility to independently test scooters and electric and endothermic quadricycles designed for the urban mobility of the present Houses. In the more than 4,000 meters occupied by this area will be twelve producing houses with over 40 vehicles in demo ride. If cities are the cause and effect of a new mobility demand, here is the concrete, usable and sustainable response of EICMA: the two wheels.
Among the most anticipated experiential spaces, also the Gaming Area: a concentrate of emotions and technology. Over 300 square meters, at Hall 9, will be entirely dedicated to the world of motorsport video games. Here it will be possible to live again, after the success of the past two editions, exciting and immersive gaming sessions thanks to the presence of seven last generation simulators, equipped with seven real motorcycles. In this area, the incredible realism of the motorcycle simulators will allow the public to challenge themselves on the legendary circuit of Misano Adriatico, transforming the digital experience into pure adrenaline. There will be entertainment, entertainment and the presence of VIPs, influencers and international caring drivers.
This area is one of the most curious proposals of EICMA, a space to visit calmly and with eyes towards the future. It welcomes companies, institutions, law enforcement and industry startups, to which EICMA offers in particular an international showcase thanks to the support of the ICE, the Agency for the promotion abroad and the internationalization of Italian companies. Here it is possible to see and touch with hand technology, innovation and the proposed products of young entrepreneurial realities hosted, but to know closely the commitment of the public force and all the institutional realities that contribute to the promotion of safety on two wheels. 18.
Finally, debuts the EICMA Adventouring area, a space of 250 square meters within the Pavilion 18, will welcome the organizers of the motor events of the 2025 calendar of the EICMA Adventure Series IMF Trophy, created by EICMA and the Italian Motorcycle Federation to help develop a motor tourism that enhances the cultural, environmental and historical aspects of our peninsula. The organizers of Sterrare are Umano, Valli Bresciane Audax, Sardegna Tour, 1.000 Sassi and 20,000 Pieghe, Umbria Raid Experience, 1,000 Curves, Terre Lucane Adventure and Queen Trophy.
“EICMA is much more than a manifestation: is now a universal language made of emotions, identity and belonging. Edition 2025 is a tribute to the passion that unites those who build and who love the two wheels. We wanted to bring our audience closer, without affecting the institutional value of EICMA, speaking the language of our community, improving the experience of visiting and enriching the event with new authentic and engaging content. Filling EICMA with meaning, stories and innovation, also thanks to the collaboration with our institutional and commercial partners that I thank, is what allows us to remain current and to continue to speak to the heart of enthusiasts and enterprises that give life to this extraordinary event” says Pietro Meda, president of EICMA.
“Never stop: the event grows and convinces. The numbers of this edition confirm the success, attractiveness and centrality of EICMA, which once again proves to be an indispensable reference point for the sector worldwide. The more than one hundred companies are still on the waiting list. This result is not the result of the case, but of an intense strategic work: promotion, investments, dialogue with the institutions, with companies in the sector and ANCMA associates, and implementation of new services designed for public and exhibitors. The merit goes also to the builders and to the entire supply chain – which I thank – that continue to innovate, to offer accessible mobility solutions and, above all, to choose EICMA as a privileged showcase to communicate and passionate the market” said Paolo Magri, at EICMA.
– photos: EICMA press office –
(ITALPRESS).
