The two wheels represent a visceral passion, and EICMA celebrates it in its 2025 advertising campaign. The communication initiative was previewed last weekend at the Mugello Circuit during the MotoGP Italian Grand Prix. Unveiled at the FMI Hospitality by EICMA CEO Paolo Magri, president Pietro Meda and Italian Motorcycle Federation president Giovanni Copioli, the visual features a heart tattooed on the skin with a tread pattern as a form of indelible love.
The creative is a strong, black-and-white image where the claim chosen for Edition Number 82 of the exhibition event stands out in red: That's Amore. And it is the president of EICMA, Pietro Meda, who emphasizes the intent of this campaign, which "is to get closer and closer to our general public, making tangible and celebrating a feeling that very often goes beyond the boundaries of passion, which is identity, dedication, sense of belonging and sharing. Our event is the world's largest container of these emotions, and every year it is a magic that is repeated and to which we have given the name ‘love.’
In his speech, EICMA CEO Paolo Magri remarked how “the communication strategy undertaken is to make EICMA's presence alive and assiduous at events, on race tracks and where the heart of two-wheel passion beats, telling its story and enhancing its value: we have impressed a change of pace, without losing sight of the acquired institutionality and also intensifying the collaboration with FMI, which promotes the use of two wheels at all levels.”
FMI President Giovanni Copioli highlighted "the importance of the synergy between the Federation and EICMA, which takes the form of numerous activities aimed at all motorcyclists and a spread of two-wheel culture. In addition to today's event, concrete examples are the EICMA Adventure Series Trophy and all the joint projects, sporting and otherwise, that aim to promote the motorcycle not only as a means of transportation but as a lifestyle."
Finally, Paolo Biffi, founder of YES! Agency, which signed the EICMA 2025 campaign, said, "The goal was very clear from the start: to return to speaking the most authentic language to the public: that of emotions. So we wanted to tell the story of love for motorcycles as something that you wear, that you feel on your skin and in your heart. That's Amore is not just a title: it is a manifesto. And the campaign is aimed at an increasingly broader and younger audience, reinforcing EICMA's role as an iconic and timeless symbol of motorcycle culture."
With today's presentation, therefore, begins for EICMA the official journey towards Edition number 82, which returns to Fiera Milano Rho from Tuesday, November 4 to Sunday, November 9, 2025, with days 4 and 5 dedicated exclusively to press and trade operators.
Tickets will be available as early as the end of July directly on the event's official website www.eicma.it, the only sales channel, at a dedicated launch rate.
The new format of the International Two-Wheeler Exhibition closes with another extraordinary success: 15,100 test rides, 378,000 kms ridden. Plus, meet and greet with motorsport stars, stage moments, previews and the enthusiasm of the very young with two thousand tests in the areas dedicated to them
The numbers leave no doubt. The second edition of the Eicma Riding Fest, the free event dedicated to motorcycle trials organized and promoted by the Exhibition at the Misano World Circuit Marco Simoncelli, closed yesterday with an extraordinary success that definitively determines the success of the format and marks its appointment for 2026. In fact, 25,200 fans invaded the paddock of the Romagna circuit during the three-day EICMA event.
For them more than 400 motorcycles on trial, six different riding experiences including road, track, off-road and the three areas dedicated to young people from 6 to 16 years old. Plus special initiatives with FMI's safe riding courses, the flat track and motorally experience, the central stage animated by Radio Deejay with a rich schedule of initiatives, Sky live coverage of the MotoGP races from Jerez, the exciting parade on the track with more than 400 motorcycles in memory of Marco Simoncelli, world previews and product presentations, the exhibition setups of helmet and technical apparel companies the content creators, food, freestyle motocross and acrobatic trial runs and the presence of riders and motorsport legends such as Kevin Schwantz, Troy Bayliss, Antonio Cairoli, Andrea Iannone, Nicolò Bulega, Danilo Petrucci, Stefan Everts and Andrea Locatelli, Alex Salvini, Davide Valsecchi and many others.
The beating heart of the event was the motorcycle trials with the 15,100 test rides carried out by the 32 manufacturers present, amounting to 378,000 kilometers covered in the reference areas and on the hilly stretches around the circuit. Immediately sold out were the track test rides with the supersport bikes, the only paid experience, whose proceeds were entirely donated to three local associations to support their charity projects (Fondazione Marco Simoncelli, La Prima Coccola and Lega Italiana Fibrosi Cistica Romagna).
Noteworthy is the extraordinary interest generated in the areas dedicated to young people. The tracks set up for the 50- and 125-bike tests, with their propaedeutic areas offered to novices, totaled more than 1,400 test rides, while Eicma for Kids, the two-wheel introductory content for boys and girls aged six to 12, developed thanks to collaboration with the Italian Motorcycle Federation, put more than 500 very youngsters in the saddle. The gaming area, which was taken by storm by young and old alike, also marked numbers that exceeded the success of the last edition, thanks in part to the presence of state-of-the-art motorcycle and car simulators, with nearly 2,000 entries.
“A special thanks to the industry for believing in this project” was expressed by EICMA CEO Paolo Magri and President Pietro Meda. “Eicma Riding Fest,” emphasized EICMA's top executives, "has already found in its second edition its full consecration as a formidable marketing tool, which finds in its circularity with EICMA in November a unique strategic element in the global motorcycle scene."
“We experienced three days of pure passion: the public's interest around the event and the world of two-wheel motorcycles,” Magri and Meda added, "was orderly and lively, and the consistent participation of young people also gives great hope to our sector."
Finally, Magri and Meda thanked for “the attention and fruitful collaboration all the partners involved, the facility of the Misano World Circuit, the Emilia-Romagna Region and the Municipality of Misano, the Italian Motorcycling Federation and the Motor Valley association: the appointment is for 2026.”
For 2025, demo rides on road, track and off-road will rise to three days. Plus more experiences for youngsters, entertainment, exhibitions and show
You've seen a lot of them, now it's time to try them out. The International Two-Wheeler Exhibition launches the second edition of Eicma Riding Fest, the event organized and promoted by the Milanese exhibition event entirely dedicated to demo rides of the motorcycles seen and presented during Eicma in November, which returns this year in the paddock of the Misano World Circuit Marco Simoncelli from April 25 to 27.
The first 2025 novelty is precisely the duration of the event: after the success of the 2024 edition-which saw the participation of more than 14,000 enthusiasts and the presence of more than 300 motorcycles on trial-this year the number of days during which free trials will be held on asphalt in the surrounding hilly territory, offroad on a specific dirt track open to enduro specialists and two-wheelers, and on the track will rise to three. There will also be no shortage of trial and introductory two-wheel riding offerings for the youngest riders developed in collaboration with FMI (Italian Motorcycle Federation), with dedicated propaedeutic areas for girls and boys from 6 to 12 years old, for 14-year-olds and the one reserved for 125 cc gear motorcycles for those over 16.
The three-day Eicma Riding Fest will then see the unfailing presence of motorsport legends and will also present the general public with an exciting entertainment schedule developed on the winning model of MotoLive, the Eicma container that hosts shows, stage moments with talents and riders, acrobatic trial runs, gaming and much more.
As anticipated, admission to ERF 2025 will still be completely free, as will participation in the trials of the motorcycles that the manufacturers will make available to the public, with the exception of the track experience, which will be the only one with a fee and whose proceeds will be entirely allocated to support charity projects. In the next few days, all the Brands present will be made official, as well as the methods of entry to the event and those for enjoying the various test experiences.
All that was missing was the overall attendance figure, those of the public, media, technicians and industry operators, to sanction the success of EICMA 2024, which closed its doors yesterday at Rho Fiera Milano. And the confirmation came this morning, with the statement released by the organization. In fact, more than 600,000 attendees were recorded during the six days of Edition number 81 of the International Two-Wheeler Exhibition, the one that celebrated 110 years of the most important exhibition event for motorcycle enthusiasts and the industry: more than 40,000 more than an already excellent 2023 edition.
Also record-breaking is the number of exhibitors present, more than 770, representing 45 countries and 2163 brands, data that confirm the relevance and attractiveness of EICMA, where as many as 26 percent of companies were present for the first time at the Milanese event.
Important confirmations also come from the indicators related to the business sphere. In line with the last editions of EICMA is the number of industry professionals selected and profiled with the renewed quality criteria introduced in 2022: this year more than 38 thousand professionals coming from 126 different nations participated in the event.
The presence of journalists, content creators, experts and communication professionals grew, with a solid +13% over 2023 and a provenance from as many as 74 countries, they almost reach the number of 8000. Media that reported on the many innovations brought by the manufacturers, who returned en masse for this 2024 edition, and the content proposed by the organization outside and inside the pavilions. In fact, with a record area of over 330,000 square meters, EICMA enchanted visitors and media in the outdoor MotoLive area, enlivened by shows, new entertainment, motorcycle trials, 8 hours of live television coverage and, above all, by the races featuring international riders and motorsport legends, as well as the twin-cylinder adventure bikes, queens of the motorcycle market. Also noteworthy was the success of the Gaming area, taken by storm by thousands of young people, as well as the Start up & Security area created thanks to the collaboration and support of ITA, the Italian Trade Agency for the promotion abroad and internationalization of Italian companies. And great interest, with more than 20 thousand visits, was also aroused by the exhibition “EICMA: 110 years of two-wheel design” set up to celebrate the event's anniversary through a selection 36 historical and modern motorcycles.
“Very satisfied” EICMA president and CEO Pietro Meda and Paolo Magri, who stressed in the statement that ”these numbers are the best way to celebrate such a unique milestone as EICMA's 110th anniversary.”
“Since after the interruption due to Covid,” Meda and Magri added, ”we have never stopped investing in and looking to the future of the event, implementing services for companies, content, promotion and visitor experiences for the public. The return of all the manufacturers was a source of great pride, as was that of seeing the pavilions full of young people and families: to them, to all the enthusiasts and to our partners goes our biggest thank you”.
The appointment with EICMA 2025 is from November 4 to 9.
by Lorenzo Resta
As it has been for the past 110 years, EICMA once again left its mark on the hearts of enthusiasts. Contributing to the success of the 81st edition was the MotoLive area, which offered excitement and spectacle throughout the weekend. The fourth and final day of the 81st International Motorcycle Exhibition featured the Champion Charity Race in its SBK version, with Superbike riders competing for the prize offered by EICMA and entirely donated to Riders4Riders. Some of the top competitors from production-based racing took part in this thrilling event.
The format, similar to Saturday's event, allowed riders to showcase their skills on the challenging dirt track in a one-on-one knockout system. The spectacle culminated in a grand final between six-time Italian Supermoto Champion Elia Sanmartin (Honda) and six-time World SBK Champion Jonathan Rea (Yamaha). The victory went to the Northern Irish rider, who was awarded a Tissot watch. Although Sanmartin posted the fastest lap of the two-day flat-track event, Rea emerged as the ultimate winner, with Ryan Vickers (Kove) finishing third. The three riders took the MotoLive stage for the award ceremony, joined by other prominent participants such as Marco Melandri, Troy Bayliss, and Andrea Locatelli, to present the donation check to Riders4Riders. This non-profit organization, founded in 2010 by riders and two-wheel enthusiasts, raises funds to support seriously injured riders and research on spinal cord injuries.
The day's races also featured the finals of the 2024 Internazionali d’Italia MX24 Supercross. In the Supercross 450 Main Event, Filippo Zonta (KTM) secured the championship with a flawless performance, clinching the title with maximum points. Zonta led from the start, ahead of Rudolph Plch (Husqvarna), while Jimmy Clochet (Honda) staged a remarkable comeback from fifth place to finish third. After 13 laps, Zonta crossed the finish line first, followed by Plch and Clochet, with Pablo D’Aniello (Suzuki) and Sebastian Zonato (Husqvarna) completing the top five qualifiers for the Superfinal. In the overall standings, D’Aniello finished second, with Paolo Ermini (Husqvarna) in third place.
In the SX Lite Main Event, Eugenio Barbaglia (Husqvarna) was crowned the new champion, ahead of Giacomo Bosi (GASGAS) and Davide Brandini (KTM). However, Samuele Bernardini (Honda) stole the spotlight, winning the race for the second consecutive day. He finished ahead of Barbaglia, with Bosi in third place. Kevin Cristino (Fantic) overcame an early crash to recover and qualify for the Superfinal. In the Superfinal, Bernardini claimed the Tissot Holeshot and took the lead, leaving his rivals to battle for the remaining podium spots. Cristino overtook Clochet, while Zonta recovered to secure third place, behind Cristino and Bernardini, who emerged as the standout performer of EICMA 2024's Supercross.
The intense and unpredictable 85cc race saw Luis Santeusanio (KTM) win the Main Event, followed by Francesco Assini (GASGAS) and Simone Beccari (Husqvarna). Maxim Zimmerman (Husqvarna) initially led but was overtaken by Santeusanio, who maintained his position until the checkered flag. Beccari’s third-place finish earned him the championship title, with Elia Fulco (KTM) and Samuele Brandini (KTM) completing the season in second and third place, respectively. In the 125cc Main Event, newly crowned champion Giorgio Orlando (Yamaha) repeated his Saturday success, finishing ahead of Stanislav Pojar (KTM) and Paolo Martorano (KTM). In the championship standings, Orlando ended with maximum points, followed by Andrea De Luca (KTM) and Michael Tocchio (KTM). Despite starting fourth, Orlando quickly moved up and made a decisive pass to secure victory.
MotoLive 2024 concluded with a thrilling freestyle show in the freestyle area. The event featured jaw-dropping stunts and trial performances, culminating in Maurizio Perin’s spectacular Buggy Back Flip. Stuntmen entertained the audience throughout the weekend, leaving everyone eagerly anticipating the next edition.
The 699 cc engine and aluminium die-cast frame are made in-house by Tayo, which owns the brand. The 703F Adventure features a premium equipment and is a midi enduro designed for adventure travellers. As mentioned, the frame is an aluminium double girder that weighs only 11 kg while the engine is a liquid-cooled 699 cc three-cylinder, producing 97 hp at 10,000 rpm and 76 Nm at 7,500 rpm. Its vocation is emphasised by the 21″ front wheel (at the rear it is 18″), the spoked wheels, the fully adjustable Marzocchi suspension and the seat placed 845 mm from the ground. The tank holds 22 litres and as standard the Zontes 703F comes with a kit of three aluminium cases and front and rear dash-cam.
Discover more at EICMA 2024, Hall 13 | Stand N60.
Zonsen launches four new models in the Cyclone range (Hall 9 - Booth A80), thus covering the needs of all types of users. RX600 represents the Adventure model built with a strong steel frame, it adopts a racing design and is powered by the new 550 cc twin-cylinder engine. It is equipped with high-performance suspension and the braking system with ABS and TCS, which ensure excellent performance and safety. RX600 is the off-road oriented bike, designed for fun and enjoyable ridings, but also perfectly at ease for getting around town as well as for long trips. The RA600 “bobber” integrates the worlds of heritage cruiser and technology. It comes in all-black, features a distinctive fork design and also adopts the new 550 cc twin-cylinder engine. It features ABS and TCS. The RT1 scooter adopts the new liquid-cooled 2-valve engine. It is abetted by an excellent automatic transmission and Bosch ECU to keep fuel consumption down and emissions down. The RT1 stands out for its aerodynamic design combined with an ergonomic riding position. The lighting system is LED, and the braking system feature ABS. Handling and Stability System (HSC) development activities, a prerogative of Zonsen, allow for flawless road behavior. While still maintaining an affordable price, RA125 Plus takes a step forward in safety and comfort, and the position is now more comfortable and ergonomic. It is still powered by the 125 cc Euro 5+ single-cylinder 4-stroke engine. The circular LED colour display, matches the round headlight, also LED. The braking system is disc with ABS. Attention to detail is provided by the numerous aluminum details. This entry-level, youth-oriented cruiser lends itself to customization and is also suitable for long rides.
It was 1825 when the Stelvio Pass was opened to traffic. To celebrate this anniversary Moto Guzzi has come up with Stelvio Duecento Tributo, a limited and numbered edition version of the adventure bike that of the famous Pass bears the prestigious name. Stelvio Duecento Tributo is produced in a limited and numbered edition of 2.758 units, exactly like the altitude, 2,758 meters a.s.l. Made on the basis of the Stelvio PFF Rider Assistance Solution, the Duecento Tributo version is distinguished by its unprecedented coloring and graphics enriched with unique details, such as the design that traces the course of the legendary hairpin bends and the geographical coordinates of the Stelvio Pass. Another element that visually conveys the traveling character is the grille protecting the radiator, where the stylized eagle signature stands out. The standard equipment of the Stelvio Duecento Tributo is designed to cope with all kinds of journeys. Sharing the technical basis of Stelvio PFF Rider Assistance Solution, as mentioned, the model is equipped with the innovative driver assistance platform based on Imaging Radar 4D technology and developed by Piaggio Fast Forward. These devices play a key role on the active safety front, providing Forward Collision Warning (FCW), Blind Spot Information System (BLIS) and Lane Change Assist (LCA) functions.
Among many new releases, Moto Morini is bringing to EICMA an updated version of its family bestseller, the X-Cape, now named X-Cape 700. As the number suggests, the main upgrade regards the engine, with displacement increased to 693 cc. The maximum power is now 71 HP, around ten more than the outgoing model. The frame is a trellis type, complemented by an aluminum swingarm and with a 50 mm Marzocchi fork. This is fully adjustable, while the rear monoshock allows adjustments to preload and rebound damping. The braking system is by Brembo and includes the option to disable ABS. As for its design, the bodywork has seen minimal changes but features new, more elegant liveries. A closer look reveals a redesigned windshield with an improved adjustment system. The catalog includes three color options—white, red, and black, with the latter being the only one available with die cast alloy wheels. Otherwise, the bike typically comes with spoked wheels, sized 17" and 19", fitted with Pirelli Scorpion Rally STR tires. Standard equipment includes full LED lights, dual USB and USB-C ports, hand guards, a central stand and a 7” TFT screen with integrated navigation. The X-Cape 700 is expected to hit the market in spring 2025.
Visit Moto Morini @EICMA 2024, Hall 24 | Stand C54.