Sitting Pretty At The EICMA Show In Italy
More than half a million people packed into the fairgrounds in Milan for EICMA. There was also nearly 7,000 media folks on hand for the world’s largest motorcycle show!
Sorry for slacking off on some of our social media updates during the past couple of weeks, but we have been spanning the globe to get the word out on Mustang’s newest seats for Honda’s F6B Gold Wing, Triumph retro classics and Victory baggers. Between Biketoberfest in Daytona, the Lone Star Rally in Galveston and EICMA in Milan, Italy — not to mention the International Motorcycle Show tour stops in San Mateo, Dallas and Atlanta — we have really been racking up the miles this fall!
Forget E.F. Hutton, when Mustang’s Marilyn Simmons speaks, people listen. Here she is speaking to Carmine D’Aloisio, the Europe Senior Commercial Officer, Global Markets from the U.S. Department of Commerce and Vince Marazita organizer of the American Pavilion at EICMA. Although Carmine is now stationed in Rome, he is originally from Mustang’s neck of the woods… small world.
In ancient times they used to say “all roads lead to Rome” but these days, all roads lead to Milan for the annual EICMA show. Officially known as the Esposizione Internazionale Ciclo, Motociclo & Accessori, the event in Italy has become the world’s largest motorcycle show in the past eight decades. If you are serious about being in the motorcycle market, you have to be at the Milan show. Period. Mustang is so serious, we took up two separate displays. We were proud to be a part of the American Pavilion as well as joining our friends from Parts Unlimited/Drag Specialties with a separate display in the Parts Europe Pavilion.
Divide and conquer? Marilyn and Steve had to split time between Mustang displays in the American Pavilion and the Parts Europe Pavilion during the EICMA show in Italy… no big deal until you consider the fact that the Fiera Milano Rho fairgrounds encompass more than 1 million sq./ft. of exhibit space, demo ride areas and race tracks! Here they are at Parts Unlimited/Drag Specialties “Parts Europe Pavilion” before the crowds came in.
Originally held on alternating years and including the bicycle business, EICMA has evolved to become an annual motorcycle event. According to organizers, the 71st International Motorcycle Exhibition reaped results beyond even their rosiest expectations. The number of show attendees increased by 8%, as more than 551,000 people flooded through the turnstiles November 5-10. Encompassing six massive aircraft hangar-sized show halls and an outdoor “MotoLive” arena full of demo rides, race tracks and outdoor activities, the show spans more than 1 million sq./ft..Mustang’s two indoor locations were just part of the displays from 1,400+ exhibitors from 38 different countries. Outside, the MotoLive tracks featured 11 international competitions, with more than 600 racers.
Thanks to Sabina and Stefano for stopping by our Mustang area at the EICMA show in Milan the other day. In addition to admiring our new Bonneville Classic seat on this Triumph, they later sent us a pic of their Honda VT 750 Black Spirit with, as they wrote, “the wonderful and comfortable Mustang Seat; seen on your website and bought your authorized Italian reseller “U Ride” in Rome. Ciao!”
The first two days of the show are reserved for the trade and it was a wonderful opportunity for Mustang to meet with our European dealers and the media from around the world. There were 45,806 trade visitors and 6,896 “communication operators” (journalists, cameramen and photographers), accounting for a 20.5% increase over last year. Media and dealers alike, the interest in Mustang seats was phenomenal. Having a 2014 Triumph Bonneville in the booth really helped stop traffic and bring awareness to the fact that Mustang makes seats for more than just Harleys these days (thanks to Triumph Italia and MAG Europe for the loan of the brand new bike).
This doggone cute little guy dropped by our booth in Italy to tell us how “ruff” we have it!
In addition to our proprietary seats, we shared the seats we make for Roland Sands Design. Like Mustang, RSD had displays in the American Pavilion (mille grazie Vince Marazita) and the Parts Europe Pavilion, so you could say we really did go with the Roman legions’ strategy of d
ividing and conquering. However reaching half a million people is a tough task, so just like the hero in an old spaghetti western, look for Mustang who will be back in the saddle again for next year! How’s that for mangling metaphors?
In any case, mark your calendars for the 72nd Esposizione Internazionale del Motociclo November 4-9, 2014.