8 November 2022

EICMA EFFECT, Milan is once again the center of the world for the two wheelers

Today the 2022 edition of the motorcycle and bicycle industry exhibition as inaugurated at Fiera Milano Rho 1370, with 1370 brands from 45 countries
For the 79th Edition of the International Two-Wheeler Exhibition, which opened this morning at Fiera Milano Rho, it is the year of the EICMA EFFECT. This is the goal and also the slogan chosen by the organizers to promote the appointment that, until Sunday, November 13, brings on stage the show and the state of the art of the industry of the sector. And a first "effect" of the event is already in its numbers: in fact, on the stage of EICMA 2022 will be showcased 1370 brands , 59% coming from abroad, representing 45 different nations. Pre-Covid data, which again confirm the attractiveness and relevance of the EICMA exhibition model. A tool appreciated by companies in the motorcycle and cycle sector, which populate six pavilions in the Milan fairgrounds this year, marking a solid +35% over 2021 in terms of the number of square meters occupied.

Consistent and important are the returns among the manufacturers, but significant are also the new presences: in fact, more than 20% of exhibitors have decided to participate and showcase at EICMA for the first time the fruit of their own investments.

Kick off today, with the exclusive press day reserved for the media, while on Wednesday entrance is reserved for the tens of thousands of already accredited industry operators, journalists and communication professionals. A two-day event with over seventy official press conferences, product presentations, conferences and visits by institutions, events at the stands, networking activities and business meetings, confirming the b2b nature and institutional value of EICMA.

From Thursday, Nov. 10 to Sunday, Nov. 13, space is given to the general public of enthusiasts with all the successful elements of the event: novelties, previews, entertainment and the visits of riders and showbiz personalities. The most apt alchemy to arouse again that EICMA EFFECT caused by the experience of visiting inside and outside the pavilions. And precisely the MotoLive outdoor area will still be one of the most adrenaline-pumping free attractions at EICMA with acrobatic runs, entertainment, live shows, motorcycle races in the offroad arena and the presence of national and international riders. The outdoor spaces will also host motorcycle test areas, eBike test rides and other initiatives promoted by exhibitors. Also among this year's novelties will be a real photo booth, where visitors will be able to have their portrait taken in the expression that best represents and tells about their EICMA EFFECT and keep this memory forever.

Finally, thanks to the strategic collaboration and support of ITA the Italian Trade Agency, the public will find among the various proposals for visits also a special area dedicated to the most innovative Italian start-ups in the sector, a unique opportunity for young entrepreneurial realities to enjoy the visibility offered by the Exhibition and to project themselves on international markets.


More than 1,300 brands, coming from 45 different countries and choosing our world showcase already represents a relevant fact in itself. These are pre-Covid numbers, they are a cause for celebration for all enthusiasts, confirming the irreplaceability of EICMA and the relevance of the exhibition model. And then they repay us for the efforts we make to strive for excellence and always try to implement the visitor experience and business opportunities for exhibitors. If we then look at the geopolitical scenario and the complexity of international challenges, this fact becomes news, case history: the EICMA EFFECT, which we used as a slogan to promote the event, is precisely this uniqueness.

"EICMA is the right place at the right time. In a very challenging period for the mobility industry, this edition still confirms itself as an open, forward-looking and never self-referential international stage, also strong in the primacy of our country. In fact, Italy concentrates 38% of the registered vehicles of the main European markets, the desire for two-wheelers is very high, the motorcycle industry, with a value of 5 billion euros, represents excellence, in the eurozone it is the first country in terms of production and even that of the cycle is at the top of the Old Continent."