News Announcements concerning the Milan 2024 EICMA show

Milan's EICMA motorcycle show, a global benchmark for the motorcycle industry, is preparing a 2024 edition full of surprises, marked by the long-awaited return of two industry giants: Harley-Davidson and BMW.

Harley-Davidson: an immersive presence for its 121st anniversary

Harley-Davidson, which celebrates its 121st anniversary in 2024, has decided to make its return to the EICMA aisles, as we announced yesterday. After an absence of several years (2019), the American brand will present its new ranges, with a particular focus on the Grand American Touring family, with flagship models such as the new Road Glide and Street Glide.

In addition to presenting its motorcycles, the Milwaukee-based manufacturer plans to create an immersive exhibition, designed to immerse visitors in the brand's unique world.

Kolja Rebstock, Vice President of Harley-Davidson EMEA, expressed the brand's enthusiasm for the event:
Harley-Davidson is much more than motorcycles, it's a lifestyle brand with a community at its heart, and EICMA is a fantastic opportunity for us to connect with our customers and other motorcycle enthusiasts.

BMW Motorrad: change of direction reaffirmed

For its part, BMW Motorrad, which had also shunned the major international shows since 2019, marks its return to Milan under the new management of Markus Flasch, successor to Markus Schramm. Flasch, who transferred from BMW's automotive division, announced the return himself: “It is with great pleasure that I announce BMW Motorrad's presence at EICMA. I can't wait to experience this great show and share the immense passion that drives us with our entire community of two-wheel enthusiasts and fans of our brand.”

This comeback underlines BMW Motorrad's change of strategy, reaffirming its commitment to the industry's major events.

A record-breaking 2023 edition, a promise of an exceptional event in 2024

The 2023 edition of the Milan Motor Show has already set new records, with 563,848 visitors, an increase of 19% compared to 2022, a year that already marked an all-time high. The number of exhibitors also reached new heights, with 2,036 brands from 45 different countries, a third of which were participating in the event for the first time. These numbers testify to the global reach of EICMA, which has become a must-attend event for the major players in the motorcycle market. A veritable barometer of the industry, each brand brings its own innovative concepts to the show, attracting professionals and enthusiasts from all over the world. After KTM last year, the reappearance of legendary brands such as Harley-Davidson and BMW only reinforces this appeal.

The show covers an exhibition area of over 200,000 m², providing an exceptional platform for discovering the latest innovations, talking to professionals, and celebrating the passion for two-wheelers. Spread over several pavilions, it promises to offer an even richer experience in 2024.

As a reminder, the 81ᵉ edition of the Milan EICMA Show will be held from November 5 to 10, 2024, opening to the public on November 7.