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don ' t have a monopoly on craftsmanship, innovation, style, design and heritage. Indeed, check out what Italian / Chinese brand SWM is planning with its Sportster based ' Stormbreaker ' and see the ever evolving and often remarkable-forthe-price models that the Chinese manufacturers presented at EICMA two months earlier in Milan. For long term regular visitors, or especially those visiting for the first time in a few years, the first impression when entering Hall-1- Bike show Central- was strange. I ' ve been coming to this show and its precursor at Padua for some thirty years or so and conversations with fellow veterans confirmed that it wasn ' t just me. I ' m afraid to say that it was unclear whether the first impression this year was a deliberate attempt to present ' Quality over Quantity ' or are Italy ' s legion of top-class part-time garage, smaller shops and private customizers tired of MBE Verona after 18 years? Anyone who remembers previous Hall 1 custom bike shows was somewhat shocked by what they saw this year. The ' Premium Selection ' presented just over 35 bikes in what in previous years was always a packed presentation of high standard innovation and craftsmanship. Half of the expo floor was dedicated to US cars and custom bike events. In pre- Covid years, some 200 + bikes would have been ' On Show ' in Hall 1 and, across the facility the time was when there were three of four custom competitions vying for attention, including competing magazine awards. They still take place but, somehow, more is now less. |
This means that after a complete tour of the fair, custom bike aficionados can comfortably concentrate on custom halls 4 and 2, as hall 1 exhibits can be seen during the award ceremonies and presentations that take place through the weekend. The first round of ' Magazine Awards ' kicked off the presentations cycle on the Saturday, with some 30 + awards handed out by magazines and VIP ' s. In 2026 however, more than half of the bike show participants were spread out across Halls 2 and 4, effectively reducing the critical mass of the customizing section to just three halls. Hall 2 is home to the Italian Custom scene and artists of all crafts, ranging from airbrush to metal art and custom lifestyle. Many unique custom bikes are on display, presented in small artisan and vendor booths, mixed with Swapmeet, fashion and food. Hall 4 has become the home of the ' main players ' in the customizing trade, including Harley-Davidson, Indian and Royal Enfield. With the 2026 models already introduced, Fridays surprise visit of new Harley- Davidson CEO Artie Starrs, who was accompanied by German Managing Director D-A-CH( Germany Austria Switzerland, aka the ' GAS ' countries) and Kolja Rebstock, Vice President EMEA( Europe, Middle East & Africa). This was Starrs ' first opportunity to ' gauge the scene ' in Italy what he ' d find in terms of Bar ' n Shield brand status in Europe was the talk of the day at the show. Starrs also been visiting as many vendors( e. g. Dutch exhaust manufacturer Jekill & Hyde) and as many authorized dealers as he could during his ' European Tour '. Dealer |
Zodiac |
Croatia-based CPR Custom Garage is one of the future performers in this growing market. |
visits have been a priority for the new CEO- at home and in international markets- as he seeks to rebuild the confidence and motivation of the Authorized dealer network and unwind some of the brand misdirection and weak management policies and strategies that the brand
has been subject to in recent years. Starrs was noticeably keen to be sure to be seen spending time with Italian and International Harley dealers who were at the expo. It is Hall 4 where the most extreme bikes are concentrated, including ' Los Sicanos ' Pepe Lazzara ' s ' La Trinella '
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