EICMA 2017 IS GETTING ON TRACK AND THE TWO WHEELS ARE REVVING UP THEIR ENGINES The Show, from 7th to 12th November, presents over 150 world premieres

Milan, 19th October 2017. The 75th International Bicycle and Motorcycle Show is getting on track to welcome manufacturers, professionals and the public, to show the world the excellence of the sector of two wheels. There is great excitement for EICMA 2017 with the exhibitors who will be presenting, from 7 th to 12th November (7th and 8th dedicated to professionals and the press), over 150 world premieres of bicycles, motorcycles and accessories. All the innovations and the products presented by the exhibitors will occupy pavilions 9-11, 13-15, 18 and 22-24. The huge number of requests for participation in EICMA by companies and brands has meant adding a further pavilion (Pavilion 18). Compared to 2015, the number of exhibitors at EICMA 2017 has grown by 14%, reaching 1,626, including direct and indirect. The square metres of the net exhibition area sold records an increase of 14% with a gross occupied area of 280,000 square metres. 60% of the exhibitors who are taking part in the 75th edition of the Show come from about 40 different countries in the world. These numbers have convinced the public to buy their tickets in time, with presales having recorded +57% compared to the same period of 2016. After the excellent results of last year, confirmed by the market data, the area dedicated to E-Bikes and Start-Ups and Innovations return, as do the ever-favourite outdoor area MotoLive and the Temporary Bikers Shop. EICMA’s commitment to creating moments of education and information takes shape with the Safety Area, in collaboration with Confindustria ANCMA. Present in pavilion 13 M88, the EICMA photo live stand offers studio-quality photos to exhibitors, VIPs and visitors, with the artist Monica Silva behind the camera. This year EICMA doubles and crosses the boundaries of Rho with East Eicma Motorcycle. A place of contamination between the past, the present and the future, capable of merging the vintage world with its version on two wheels, increasingly trendy today as never before. During the Show, the city of Milan will be the setting for over 180 events, organized by more than 100 businesses, which make up the programme of the EICMA Motorbike Week. Five areas of the Milan urban area will be involved. Motorcyclists will be able to park in EICMA: visitors reaching the Rho exhibition area on their own bikes will have a free of charge internal parking area at their disposal (cargo 5 entrance).

EAST EICMA MOTORCYCLE A new space, the result of an agreement between East market and EICMA, dedicated to vintage and “special” motorbikes. The Show breaks out of its boundaries and, as well as offering unforgettable emotions to the lovers of two wheels in the Exhibition pole of Rho, creates a setting with the flavour of bygone times in a former engineering factory from the Second World War. The location could only be that of the East Market, in the heart of the design district of Lambrate in Via Ventura 14 in Milan, which from 9 th to 12th November will have an area wholly devoted to the vintage world on two wheels. The over 500 square metres will be the showcase for over 100 exhibitors, including excellent customizers, Italian and foreign who, together with manufacturers of accessories and independent customization artists, will be showcasing the best of the sector, all strictly in a vintage style. Special motorbikes, carefully selected by a committee chaired by Eicma, will be present, together with a selection of the best exhibitors of East Market with posters, gadgets and many other articles focused on the legend of two wheels. Entrance is free of charge. East Eicma Motorcycle opens the doors on Thursday 9th November at 4.00 p.m. to close at 11.00 p.m., with the same opening hours on Friday, while at the weekend there is more time to wander around the stands. On Saturday and Sunday, opening is anticipated to 10.00 a.m., closing at 11.00 p.m. From 6.00 p.m., visitors will be accompanied as they go round the stands by an exceptional soundtrack curated by DJ Ringo of Virgin Radio. SAFETY AREA (PAVILION 18) In the era of sustainable mobility, the protection of vulnerable road-users, like cyclists and bikers, is a fundamental commitment. Traditionally, EICMA, in collaboration with Confindustria ANCMA, hosts an area dedicated to initiatives of education, communication or innovative products to improve the standards of safety of all those who travel on two wheels. The Safety Area 2017 is structured in islands, which house various exhibitors and dedicated activities. A traditional presence is that of the Road Police, who with a specific dedicated activity for the youngest visitors, bring the world of the institutions closer to the new generations, who will be the leaders of mobility tomorrow. The emotion of driving a motorbike on the road is offered by the Motofalchi of the local police of Milan, who convey to young visitors the values of responsible driving through the use of mini electric motorbikes used in a controlled setting. The world of associations is represented by the non-profit group “Basta sangue sulla strada” (“Enough blood on the roads”) which, for this edition as well, will hold an awards ceremony at EICMA for the main figures of road safety divided into categories. Motomorphosys is a project which uses art to promote safety, understood as an aspect of civic coexistence: the silhouettes of some motorbikes customized by designers, students and by the public of EICMA represent the starting point of a path that winds through awareness-raising of schoolchildren or charity initiatives for fund-raising. The “Italian Foundation for two Wheels” also promotes the values of road education and social inclusion through some initiatives which take place during the year and which at EICMA have the opportunity to be told and circulated. Alongside the world of the institutions and the associations, the Safety Area also hosts companies which combine business with social responsibility, through developing innovative products for the protection of those who choose motorbikes to get around every day. Motoairbag is one of the first companies to have developed an airbag for motorbike use with a mechanical functioning, combining effectiveness in performances and reliability in time. Holo, on the other hand, is a unique device on the Italian scene, which allows the driver – in the case of the vehicle breaking down – to project a luminous triangle on the road surface without having to get off and be exposed to the risk of being knocked over. TEMPORARY BIKERS SHOP (PAVILION 9) The Temporary Bikers Shop is back for the fourth year running. This is the commercial area wholly dedicated to bikers, open from 9th to 12th November. The ideal meeting place for companies and public where every type of equipment and accessories for motorbikes can be purchased: like helmets, gloves, clothing, boots, products for the maintenance of bikes, spare parts, components and lots more, with discounts and really unique advantages. The success of the area is shown by its enormous popularity both with the public, who are able to take a piece of EICMA home with them, and by the exhibitors present, who on average recorded a 60% reduction of their stock of products. E-BIKE The future of pedalling is electric. The market data, which show a double- and triple-digit growth both in Italy and in Europe, prove it. It is a new way of riding bicycles. The E-Bike area is wholly dedicated to sustainable mobility on bicycles fitted with a battery. The main innovations, the next models and a lot of technology will be present. They have to be tried to understand the difference from those driven by the muscles. A track of 1,000 metres has been created which, with a constant gradient of 8%, simulates a mountain road to experience in person the advantages of assisted pedalling. In short, there are all the ingredients to present a new way of riding bicycles, capable of bringing eve those who do not get into the saddle for reasons linked to excessive distances or effort closer to urban mobility. The E-Bike area is the international showcase for foreign exhibitors and for the excellences of E-bikes made in Italy. The space is the result of the collaboration with BikeUP, the creator of the first European festival wholly focused on E-bikes, in order to correctly illustrate to the public everything that’s new in the sector of electric bikes. START UP AND INNOVATION AREA (PAVILION 11) Make way for creativity, progress and young entrepreneurs. Start Up and Innovation is the area dedicated to the future and new ideas in the sector of two wheels. Eicma offers a unique opportunity to new businesses which are approaching the world of motorcycles for the first time: they represent the future of the sector both from the point of view of design and of technology. A place for discussion and the exchange of ideas, capable of giving international visibility to new entries and helping them in their launch phase. The Start Up and Innovation area is a wager of EICMA. Italian and foreign companies present ideas, solutions and prototypes, capable of innovating and therefore improving a sector which over the years has been dynamic and open to change, to the public for the first time. This is evidence of how strongly EICMA believes in young people and everything it does to create all the presuppositions to help start-ups do business. MOTOLIVE Ever-popular MotoLive, the outdoor area of EICMA, will offer from Friday 10th November racing, excitement and entertainment thanks to the presence of prestigious races such as the finals of the Yamaha Challenge 2017, MX and Enduro disciplines, with the award of the relative titles by class, the Scrambler Ducati Flat Track Challenge, which alternate with the International Supermotocross, International SuperEnduro, International Quad Cross, and International Flat Track competitions, where the riders contend the title on the MotoLive circuit. The programme is completed by the International Supermoto, the Lombardy and Piedmont Supermoto X-Offroad regional finals and lots of other rendezvous. There will also be moments dedicated to the acrobatics of the Riders of Freestyle Motocross who, thanks to the DaBoot Team, will offer a show not to be missed and an unforgettable boost of adrenalin. The performances of the Show Action Group, which can perfectly combine refined technical execution with healthy fun are also not to be missed. Lastly, there will also be the Stunt Riding areas, powered by Motul and those for the Riding School for kids, Radio DEEJAY is confirmed as the official radio of the MotoLive event. MOTORBIKE WEEK The engines of the Motorbike Week will light up the streets of Milan. EICMA, once the doors have closed in Rho, invades five urban areas of Milan; “Motoquartiere” Isola, the “Clubbing” district of Garibaldi, the “East Side” of Lambrate, the “creative nightlife” of Porta Venezia and the “chaos” of the Navigli and Darsena. More than 100 venues are involved for over 180 events that you can find both on the site www.eicma.it and in Vivimilano. The partnership with JazzMI will offer a jazz backdrop to the evenings in Milan thanks to the over 150 concerts that have been organized. The activities outside the show are completed by the installation of a maxiscreen in the centre of Milan which, day and might, will show reports and spectacular images from EICMA. The increasingly international Show, thanks to agreements with Harrods and KaDeWe which, with the partnership with Rinascente, makes Milan the world landmark for the world of two wheels.