Table of contents

• 100 years of EICMA Salon stories
• On the way to becoming the most important motorcycle event in the world
• A total of around 25 million visitors
• Interview Pier Francesco Caliari

Motorcycle fair in Milan

EICMA 2021

Presented by

Yours

20th pictures

EICMA

1/20

Breutel

2/20
Pier Francesco Caliari, 53, has been General Director of ANCMA (Association of Italian Two-Wheeler Manufacturers) and the Milan motorcycle exhibition EICMA, which takes place every November, since 2011.

EICMA

3/20
Sensational advertising campaigns by EICMA: with accolades for the next generation in 2011 …

EICMA

4/20
… with surfers 2012 …

EICMA

5/20
… and with mother and child 2013.

EICMA

6/20

Artist

7/20

EICMA

8/20

EICMA

9/20

EICMA

10/20
… to the heart-shaped engine.

EICMA

11/20

archive

12/20
The most important motorcycle trade fairs are celebrating their anniversaries: INTERMOT in Cologne is 50 years old, and the Milan Salon is even celebrating its 100th anniversary …

cutter

13/20
… Not only the models and the visitors have changed fundamentally during this time.

EICMA

14/20
For the first edition of EICMA, from April 29 to May 22, 1914 in the salon of the hotel “Kursaal Diana”, the organizer published a small, fine exhibition catalog. 26 motorcycle manufacturers and importers can be found in the list, including Triumph from England and NSU as the German representative.

cutter

15/20
Today, EICMA also shows thematic exhibitions at a futuristic exhibition center …

Roberto Bosi

16/20
… like Custom or Green Planet …

archive

17/20
… Things were different in the 1960s.

EICMA

18/20
EICMA advertising campaigns and catalogs from 1923 to 2014: by the Indian Big Chief …

EICMA

19/20

EICMA

20/20

counselor

traffic & business

100 years of EICMA

100 years of EICMA
Salon stories

The most important motorcycle trade fairs are celebrating their anniversaries: INTERMOT in Cologne is now 50 years old, and in 2014 the EICMA Salon in Milan is celebrating its 100th anniversary. Not only the models and the visitors have changed fundamentally during this time.

Eva Breutel

07/28/2014

Only one American cattle show screwed up the EICMA record as the oldest annual economic exhibition in the world. At least that is assured by the organizers of the Milan motorcycle fair, which is celebrating its centenary this year and would rather be called the Milan Salon instead of a fair: A fair is an event at which the products on display are also sold; at a salon, on the other hand, an industry meets to show its world novelties. So a salon. That sounds like elegant company, socially acceptable manners and eloquent salon lions. This is exactly how the first edition of EICMA was played out, as it took place from April 29 to May 22, 1914 in the salon of the “Kursaal Diana” hotel, a posh Art Nouveau building with a gourmet restaurant, ice rink and even electric light.

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Shortly before that, Ford had introduced assembly line production and the minimum wage in the USA, and Bosch presented the first electric starter for cars in Germany. In January 1914, Alberto Garelli had conquered the snow-covered, almost 2,000-meter-high Mont Cenis between France and Italy with a self-built 350 with a two-stroke twin-piston engine, causing an international sensation. The time was ripe for an exhibition on mobility. For the target group, rich young men, the organizer put out a small, fine exhibition catalog. 26 motorcycle manufacturers and importers can be found in the list, including Triumph from England and NSU as the German representative.

On the way to becoming the most important motorcycle event in the world

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The outbreak of the First World War halted the exhibition for several years, and did not take place again until 1920, this time at the Milan Bicycle Club. In the years that followed, the venue changed again and again. In the 1930s they met at the Society for the Promotion of Fine Arts, later in the Kunstpalast, where EICMA stayed until 1952. Due to the boom in the post-war period, there was no longer enough space there, and the salon moved to the exhibition center in downtown Milan. But shortly afterwards the fat years were over, from now on Europe wanted to drive a car rather than a motorcycle. As a result, from 1957 the Milan Salon was no longer held annually, but only every two years, alternating with the motorcycle exhibition in Cologne (then IFMA, now INTERMOT).

It wasn’t until 1997 that EICMA returned to its annual rhythm with the clear goal of becoming the most important motorcycle event in the world and beating the competition out of the field. Since then, there have been two major events for motorcycle innovations in even years: INTERMOT in Cologne in October, EICMA in November, now located at the futuristic new exhibition center in Rhó in the north of Milan. In the struggle for more and more visitors and exhibitors, the Milan Salon has changed dramatically in a hundred years, namely from an elegant event for a select few to a sensational event for the entire motorcycle scene – and beyond. “We want to show the full spectrum and also attract an audience that was previously not interested in motorcycles,” says Exhibition Director Pier Francesco Caliari (see interview).

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A total of around 25 million visitors

He calls it a 360-degree event, at which industry and public alike should get their money’s worth. In addition to the actual exhibition, the EICMA now houses the Green Planet area on the subject of electromobility, a custom bike show and the spectacular outdoor event “Motolive” with supermoto and cross races, freestyle and trial acrobatics shows. In addition, there are events outside the exhibition grounds, organized by manufacturers, dealers, restaurants and bars. “Last year there were 25 parties around the salon,” says Caliari. “For one week, the whole city will focus on the motorcycle theme.” For the past 100 years, EICMA has reported impressive records: a total of around 25 million visitors, more than 5,000 world novelties, an exhibition area of ​​two million square meters. Only the record as the oldest annual economic exhibition in the world remains reserved for the cattle show in the USA.

Interview Pier Francesco Caliari

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“It’s similar to sex on the internet”

Pier Francesco Caliari, 53, has been General Director of ANCMA (Association of Italian Two-Wheeler Manufacturers) and the Milan motorcycle exhibition EICMA, which takes place every November, since 2011.

Today you can get information about new motorcycle innovations on the Internet. Does a motorcycle fair still have its justification at all?

But absolutely! On the Internet you can only see the motorcycle, but not touch it, sit for a try, not feel its charisma. It’s kind of like sex on the internet – supposedly it works, too, but the emotions largely fall by the wayside.

See the internet as competition?

No not at all. Personally, I consider it the greatest invention since writing, it allows us to communicate, and communication is the basis of human interaction. Whoever does not communicate is at war, it has always been like that.

But in terms of EICMA?

I see the internet as a great addition. It really makes people want to come to Milan, to really experience the motorcycles. And of course there are always people who would like to come, but for one reason or another cannot. We offer them all information and, of course, atmosphere directly from EICMA on the Internet. As the Milan Salon, we are not fighting the Internet, we are using it in a variety of ways.

Since you have been EICMA boss you have launched unusual advertising campaigns with knights, surfers, mother and child. why?

I know very well that some motorcyclists find these campaigns strange. But if we want to survive, we have to get out of our garden and try to be attractive to others. This is why our campaigns are deliberately aimed at young people, people who practice other sports, such as surfing, or the many women who like motorcycles but who shy away from driving for various reasons. We have to expand our audience, both as a manufacturer and as a salon.

You have also worked in the motorcycle industry before, including being press officer at Ducati. Still ride a motorcycle?

Sure, of course. I have a Harley Fatboy Slim. On the one hand, because I really like it, on the other hand, because an Italian motorcycle would definitely offend the competing manufacturers. And of course I want to avoid that.

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