EICMA 2025, THE 82ND EDITION IS A TRIBUTE TO PASSION

Milan, 21 October 2025, EICMA press release – EICMA, That’s Amore. EICMA, That’s Amore. The curtain rises on EICMA 2025. The 82nd edition of the International Motorcycle and Accessories Exhibition, from 4 to 9 November in the halls of Fiera Milano in Rho (with Tuesday 4 and Wednesday 5 open only to the press and industry professionals), was unveiled today in Milan in the presence of EICMA President Pietro Meda and CEO Paolo Magri, Lombardy Region President Attilio Fontana, Milan Mayor Giuseppe Sala, Giovanni Bozzetti, President of Fondazione Fiera Milano, Andrea Severini, CEO of Trenord, Andrea Gibelli, President of Ferrovie Nord S.p.A., and with a video message from Matteo Zoppas, President of ICE.

Once again, the exhibition confirms its status as a global benchmark for the two-wheeler industry, presenting itself this year as a wholehearted tribute to passion – the true driving force behind an entire world. First, let’s look at the numbers. More than 730 exhibitors will appear on this major stage, with over 110 years of history, representing 2000 brands from 50 different countries. Ten of these nations will be exhibiting for the first time, marking the debut at EICMA of companies from Estonia, Georgia, Ireland, Mexico, Panama, Peru and the United Arab Emirates, alongside long-established European and Asian exhibitors. The Italian contingent remains strong and well represented, accounting for 30 per cent of the 2025 exhibitors, with Italian companies once again choosing EICMA as an effective platform for communication and a gateway to international markets. Italy continues to be the European leader in terms of both market size and production.

Milan once again becomes the two-wheeler capital with a new edition of EICMA, which further consolidates and completes the event’s evolution from trade fair to fully fledged exhibition – a must-attend event for professionals and eagerly awaited by hundreds of thousands of enthusiasts. From new market launches to world premières across all nine halls of Fiera Milano, from special initiatives promoted by EICMA’s organisers to the presence of leading talents and riders, right through to the packed programme of races, shows and performances in the MotoLive outdoor area – everything is ready to excite visitors and renew their passion for the event.

“THAT’S AMORE” (‘THAT’S LOVE’): THE 2025 CAMPAIGN AND THE TATTOO IN EICMA. The spirit of the two-wheeler world lives – from major events to racetracks – celebrating the industry, its culture, and its true expression: passion. That’s Amore, the theme chosen for this edition, is not only the title of the upcoming EICMA but also its manifesto – a declaration that passion for the world of two wheels is about identity and sharing. This concept is reflected in the campaign’s visual – a tattooed heart bearing the pattern of a tyre tread, an indelible symbol of love. Visitors will also have the chance to get the same design as a temporary tattoo, free of charge, at a special Tattoo Station set up for the event.
20 YEARS OF MOTOLIVE: RIDERS AND THRILLS. EICMA’s 60,000 square-metre-plus outdoor area will serve as the perfect venue to celebrate the twentieth anniversary of MotoLive, EICMA’s racing arena. This space has long been synonymous with excitement, spectacle and thrills. Visitors can once again enjoy the scheduled competitions free of charge, along with shows, music, free test rides, food and entertainment, plus performances by top talents on the main stage and live music from Radio Deejay. Even the most demanding enthusiasts will be satisfied: stunning Freestyle Motocross and Acrobatic Trial displays, opportunities to meet riders from leading off-road disciplines, the Africa Eco Race exhibition, and much more. The programme will also include live SKY broadcasts of the MotoGP race in Portimão, among other attractions.

MOTORSPORT LEGENDS IN ACTION. On the MotoLive track, twin-cylinder races make their return, with over 15 manufacturers lining up on the grid with their flagship models. Following last year’s outstanding success, the spectacular Champions Charity Race returns on Saturday and Sunday, bringing true motorsport legends back into the saddle with its well-established and exciting pursuit-duel format. The highly anticipated return of Australian champion Troy Bayliss, three-time World Superbike title-holder, has already been confirmed, along with many other leading stars to be announced in the coming days – boasting over 20 world titles between them.

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TRIBUTE TO A DAKAR LEGEND: THE DESERT QUEENS EXHIBITION. Also, within the eastern part of the MotoLive area, EICMA will host Desert Queens – an exhibition entirely dedicated to the motorbikes and people who have shaped the history of the legendary rally-raid competition. The Desert Queens exhibition, developed by EICMA in partnership with ASO (Amaury Sport Organisation), organizer of the Dakar, will pay tribute to over forty years of Dakar history, featuring more than thirty motorbikes along with memorabilia, photographs, and videos. This new feature, debuting in Italy, will go beyond showcasing the most iconic vehicles by offering visitors interactive experiences such as direct meetings with Dakar riders and insights into navigation, safety, and the evolution of technical equipment.
Y.U.M. – YOUR URBAN MOBILITY. Following its pilot edition in 2023, the Y.U.M. (Your Urban Mobility) area returns to EICMA 2025 in a fresh, lively, and engaging format. Also outdoors, in the eastern part of the MotoLive Arena, the Y.U.M. zone will recreate an urban setting and give visitors the chance to test electric and internal-combustion scooters and quadricycles designed for city mobility by participating manufacturers. Covering more than 4,000 square metres, the area will feature twelve manufacturers presenting over forty vehicles for demo rides. If cities are both the cause and the result of the growing demand for mobility, EICMA offers a clear, accessible, and sustainable solution: two-wheel vehicles.

GAMING AREA. The Gaming Area is one of the most eagerly awaited interactive zones – a blend of excitement and technology. Over 300 square metres in Pavilion 9 will be entirely dedicated to the world of motorsport gaming. Following the success of the past two editions, visitors will once again experience thrilling, immersive gaming sessions courtesy of seven next-generation simulators, each equipped with a real motorbike. In this area, the incredible realism of the motorcycle simulators will allow visitors to go head-to-head on the legendary Misano Adriatico circuit, turning the digital experience into pure excitement. There will be plenty of entertainment, shows, and appearances by VIPs, influencers, and internationally renowned riders.
START-UP AREA. One of EICMA’s most intriguing features, the Start-up Area is a space to explore at a slower pace, with an eye to the future. It gathers companies, institutions, law enforcement agencies, and start-ups in the sector, offering an international showcase supported by ICE, the Italian Trade Agency for promoting and expanding Italian companies globally. Here, visitors can see and experience firsthand the technology, innovation, and products created by young businesses, as well as learn about the efforts of public authorities and institutional organizations working to enhance safety on two wheels. HALL 18.
EICMA ADVENTOURING AREA. Finally, making its debut this year, the EICMA Adventouring area – a 250-square-metre space inside Pavilion 18 – will host the organisers of the 2025 EICMA Adventure Series FMI Trophy events, created by EICMA and the Italian Motorcycling Federation to promote motorcycle touring that highlights Italy’s cultural, environmental and historical richness. This area will feature the organisers of Sterrare è Umano, Valli Bresciane Audax, Sardegna Tour, 1.000 Sassi, 20.000 Pieghe, Umbria Raid Experience, 1.000 Curve, Terre Lucane Adventure and Queen Trophy.

STATEMENTS FROM EICMA MANAGEMENT.

Pietro Meda, President of EICMA: “EICMA is much more than an exhibition – it has become a universal language of feeling, identity and belonging. The 2025 edition pays tribute to the passion shared by manufacturers and riders. We wanted to strengthen our connection with our public, without diminishing EICMA’s institutional value, by speaking the language of our community, enhancing the visitor experience and enriching the event with new, authentic and engaging content. Infusing EICMA with meaning, stories and innovation – thanks also to the support of our institutional and commercial partners, whom I thank – is what enables us to stay relevant and continue speaking to the hearts of the enthusiasts and companies that bring this extraordinary event to life.”

Paolo Magri, CEO of EICMA: “Never standing still – the event continues to grow and impress. The figures for this edition confirm the success, appeal, and central role of EICMA, which once again proves itself an essential global benchmark for the industry. The over one hundred companies still on the waiting list further demonstrate this. This achievement is no accident but the result of targeted, strategic efforts: promotion, investment, dialogue with institutions, industry players, and ANCMA members, as well as the rollout of new services for visitors and exhibitors. Credit also goes to the manufacturers and the entire supply chain – whom I thank – who keep innovating, providing accessible mobility solutions, and most importantly, choosing EICMA as their preferred platform to communicate and inspire the market.”

EICMA 2025 IN FIGURES. 4–9 November 2025 (4 and 5 November reserved for press and professionals). Edition: No. 82 in the exhibition’s 111-year history. Exhibitors: over 730. Brands represented: 2,000. Participating countries: 50. Halls: 9. MotoLive outdoor area: 60,000 m² + riders' paddock. Main MotoLive stage: 200 m². Grandstands: over 2500 seats. Outdoor materials: over 3500 m³ of earth and 5 km of barriers. Gaming Area: 300 m² and 7 simulators. Y.U.M. (Test Area Your Urban Mobility): 4000 m², 12 exhibitors and more than 40 vehicles available for testing. Desert Queens Exhibition: 900m² crystal tent structure with 100m³ of sand and earth.

Photo courtesy EICMA.

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