EICMA, known by its mother as “Esposizione Internazioale Ciclo e Motociclo,” is the biggest and most important powersport event in the world. Every year since 1914, the most respected powersport brands from all over the world have come together in Milan to impress and vie for attention from throngs of the international press and public. EICMA 2019 was no different!
The atmosphere of EICMA is dazzling in every direction. As far as the eye can see, there is exhibition after exhibition of chrome, gear, tech, tools, parts, and babes. At EICMA 2019, more than 1,187 brands (from 43 countries) displayed their wares to 800,000 visitors during the six days. This figure makes 2019 yet another shattering success for the event’s organizers, adding a staggering 100,000 visitors to last year’s record. Among those attendees, 40,000 were dealers, mechanics, vendors, and other professionals within the industry!
Parts Europe has been a part of EICMA since our founding in 2009. And just like the event itself, each year our participation grows bigger and better than ever. We are proud to claim that our 2019 booth was one of the biggest amongst all the exhibitors, covering over 615 sqm!
Our open-concept design offered plenty of space for guests to flow through our fully immersive displays for ICON, THOR, MOOSE, and DRAG SPECIALTIES, plus the additional 14 co-exhibitor areas spread throughout. Brand Specialists were at every turn to answer questions and encourage guests to test out the products. Most importantly to us, the feedback from our dealers, vendors, and visitors let us know that they felt impressed, comfortable, and well-oriented throughout the experience.
As is our classic style, our booth featured distinct zones for V-Twin, Street, Offroad, ATV/UTV and Maintenance (repair/garage focused). The spotlights of each zones were the custom machines built especially for the occasion by some of our local dealers. In each area, there were also large, clean displays of the latest and most exciting products from our brands. Larger than life graphics brought the visitor right up on the moment of action, putting them in the headspace needed to envision their own dream machines.
For those of you who could not attend the spectacular event, we can offer instead a small consolation prize. Come with us for an in-depth tour of each zone of our EICMA 2019 booth.
Don’t be surprised when our show bikes inspire you to build your own dream machine:
V-Twin Zone:
When you see our 2020 Harley Davidson Street Bob, built with 18 parts from our catalogs, you know you’ve entered our V-Twin area. There is also a 2020 Harley Davidson Street Glide at the side entrance, which features five brands from our portfolio.
Starting with its massive DRAG SPECIALITIES display, our V-Twin Zone takes you through to areas for SADDLEMEN (gel motorcycle seats and luggage solutions), MOTION PRO (high-quality cables, tools, and controls), AFX HELMETS, RINEHART RACING (high-performance exhaust solutions for American motorcycles), until you enter a tunnel of TECHNORESEARCH (professional, fine, electronic tools for fuel injection, etc).
Next door, beside our 2016 Yamaha XSR 700 show bike, you will find exhibitions from MUSTANG (40 years of premium handcrafted motorbike seats), KÜRYAKYN (extraordinary motorcycle aftermarket parts and accessories), and VANCE & HINES (distinctive exhaust systems for V-Twin cruisers & high-performance parts for a variety of power sport vehicles).
The passage from the V-Twin area to the Street area is marked with a fourth Harley Davidson at our booth, a Street Rod from 2020.
You can find parts for these show bikes and more in our FATBOOK and OLDBOOK Catalogs.
Street Zone:
Opposite to the Street Bob, a classic Italian Piaggio Vespa 50S 2T, marks the gradual transition to the Street area. Here you can see the product ranges for the custom and street equipment from ICON and ICON 1000.
Our next show bike is an Indian FTR1200 built with a new S&S CYCLE exhaust system. Brand specialists are a few meters away explaining the bike and exhaust in detail to all interested visitors.
S&S CYCLE, one of the most recognized companies in the V-Twin high-performance aftermarket, shares a corner of our booth with MICHELIN, one of the world’s leading tire manufacturers.
To the side, yet another show bike, a 2019 Yamaha Tmax 530 points the way to our wall of ALPINESTARS. Once you are finished here, you can visit a 2019 Yamaha R6 on your way to our Z1R helmets display.
If you are a Ducati lover, chances are that you first made a beeline straight to our Ducati Panigale V4S, which sits right next to an exhibition from MOTO-MASTER (high-quality replacement and performance brake systems).
From the Ducati, you can turn around to have a look through our ATV area.
You can find parts for these show bikes and more in our STREET and SCOOTER Catalogs.
ATV Zone:
Our impressive 2015 Polaris RZR XP shows what is on focus in this EICMA 2019 zone. Here we are talking about mud, hard parts, and serious offroad adventure. This means tons of great products to see from MOOSE RACING and MOOSE UTILITY DIVISION.
Also drawing in crowds to our EICMA 2019 booth were representatives from WARN, one of the biggest players in the power sports equipment industry, and from BOBSTER, which specializes in performance and high-definition eyewear.
To see more, we will now have to turn our back on the Polaris and go deeper into our offroad area.
You can find parts for these showbikes and more in our ATV-UTV Catalog.
Offroad Zone:
Because adults shouldn’t have all the fun, we feature a Yamaha 65 YZ straight away in our Offroad area.
We quickly kick it up a notch though, with the new Husquarna TE250 and an exciting corner featuring many of the latest products from NEKEN (premium handlebars and triple clamps).
Nearby, our next show bike, a 2020 Honda CRF250 was a bit of an unexpected star – commented on by many visitors and even employees as their favorite offroad bike from our booth.
Which is a tough blow to Adrien van Beveren’s Yamaha WR450F Rally bike (replica), which sat as the king of our THOR area. As you can see, this year we were #THORUpFromTheFloorUp. It was a bright and colourful attraction for many offroad fans.
Adrien Van Beveren, THOR rider and Dakar racer, joined our EICMA 2019 booth for two separate signing sessions during the event. Adrien is a skilled rider and delightful person, we are always proud to work with him!
But last, it is time to tear yourself away from the offroad area, past our yellow 2006 Suzuki RM125 show bike, and head through to our final zone.
You can find parts for these show bikes and more in our OFFROAD Catalog.
Maintenance Zone:
Parts Europe offers everything you need to build up and equip your workshop, no matter if you are a professional or hobby mechanic.
Our 2002 Honda CB500 show bike is an homage to this. It was built with a variety of hard parts from our catalogs and exclusively using maintenance items from our portfolio (spark plugs, filters, chain kits, etc).
Our intention with building and displaying such a bike is to demonstrate that we offer what you need not just for the newest trendy bikes, but also for many of the older models that are still beloved by riders throughout Europe.
Being able to answer any and all the needs of our dealers and their customers is our daily focus. We prove our commitment to this by working continually to enlarge our portfolio with new brands, products, and fitments.
You can find parts for these show bikes and more in our TIRES & TOOLS Catalog.
Once you have explored our Maintenance Zone and all the essential products we provide for your daily needs, its time to head to one of our Brand Specialists to make sure all your questions are answered.
Pick up a spare catalog on your way out –make sure you don’t miss any of these great brands.
We appreciate that you’ve taken the time to explore our EICMA exhibition and we hope you’ve come out feeling inspired for the coming year in motorcycle trends!
See you next year!
More About our EICMA 2019 Show Bikes:
Show bikes are no strangers to our EICMA and other event participation, but this year we wanted to develop the concept even further. Our intention with our EICMA 2019 exhibition was to use bikes that were the every-day favorite bikes of many riders and top sellers in the various markets.
We wanted these bikes to be as relatable, yet as impressive, as possible. We wanted this because our goal is and has always been to provide genuine support to the industry. The scooters, motorcycles, ATVs, even the kid’s bikes, from our EICMA 2019 booth, are some of the most common that our dealers sell and repair.
If our dealers are working with these bikes on a daily basis, we want them to have the resources they need to do their business! Our show bikes were created exclusively with bolt on items available from our catalogs.
Each of these bikes was built by a Parts Europe dealer participating in our Demo Bike Program. This program is designed to help our dealers promote and display hard parts from our product portfolio in their own shops.
The program is a great way to offer customers a visual of the possibilities when it comes to building a dream bike, or for demonstrating how bike’s resell value can skyrocket with only a few extra features and upgrades. Complete part lists and pictures round out the product information and allow customers to feel secure in their buying choices.
We invite all of our dealers to take advantage of this program and give their consumers a better idea what is possible with their bikes. It’s a strong marketing tool and service we offer with the goal of bringing in more sales and traffic to our dealers. #WeSupportTheSport
Trisha Cole
Parts Europe Social Media Correspondent