As always, Back on Track was a hardcore 7-day hike, but there is no rest for the wicked
Once again, we decided to participate in the world’s biggest two-wheel event. That’s right; I’m talking about EICMA!
Although it was the 4th year in a row that we participated in, it still had its unique spin, like all the others since 2014.
After more than 80 prearranged meetings, we managed to get more than a hundred by the end of the third day. Being close to Harley Davidson also had a hand in the attraction we received, as during such events, it is quite essential to be near big motorcycle brands, seeing as their amazing new bikes are the main point of attraction.
Back on Track was the perfect pedestal for us to present our new developments, featuring a wide range of new items, from high-performance CE-approved motorcycle jeans and jackets to the thermal base layers, accessories, and next-generation motorcycle armor. Our brand also debuted jeans with Cordura® mesh panels to offer even more airflow during hot weather months.
Back to Back on Track. Some of the highlights included:
- Yamaha’s brand-new YZF-R1
- Ducati’s Panigale V4S, Panigale V2, and Monster 1200s “Black on Black”
- The Honda CBR 1000RR-R Fireblade
- The Honda Africa Twin 1100 Adventure Sports
- MV Agusta Brutale 1000RR 208hp Hyper Naked
- Husqvarna’s new Svartpilen 401, Svartpilen 701, Vitpilen 401, and Vitpilen 701
The ever-growing two-wheeled market, along with the emerging economy in the Far East, means consumers are looking for ultra-reliable gear. Unsurprisingly, there was massive interest from Asian buyers.
With a presence in 22 markets and more than 75 existing points-of-sale, the event was the perfect place to showcase the latest and greatest innovations to existing clients. The event was an overall success and the ideal opportunity for us to take a step forward toward achieving our long-term goals. Of course, none of it would’ve been possible without our hard-working team who stepped up and made it happen.
The 2019 Edition
This year’s exhibition indeed was, as the official 77th EICMA claim suggests, “Moto Rivoluzionario” – meaning “Revolutionary Movement.” The exhibition was a tribute to the innovation and evolution of the motoring industry, but without forgetting the great masters of the past, who contributed to the changes of today, including Leonardo da Vinci who was one of the firsts to solidly contribute to human mobility.
Other highlights of this year’s edition included:
- Two New Pavilions: They now boast a total of eight pavilions to host all the innovations from various companies, including previews highlighting future perspectives in the industry.
- Dignitaries: There were numerous VIPs, professional riders, and authorities in the MotoLive area featuring races, competitions, and free open-air events within the exhibition.
- Environmentally-focused: E-Bikes and Pedal-Assisted bikes were given particular attention to promoting a “greener” solution to mobility over traditional motorbikes. They even had a specially-covered bike trail enabling visitors to try the featured products first-hand.
- The total surface area occupied: 280,000 sq.m.
- Number of visitors: 600,000
- 1,278 brands from more than 44 countries (52% International)
- Journalists 4,053
- Influencer and Media Operators 4,065
- Trade Professionals 43,623 (55% International)
Full EICMA History: