International Dealer News IDN EICMA Extra 2015 | Page 3
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COMMENT • COMMENT • COMMENT • COMMENT • COMMENT • COMMENT •
EICMA 2015
a show for winners!
elcome to a double first for
International Dealer News - the first
of our sequence of editions reviewing
this year's EICMA 'Milan' Show, and
our first ever entirely digital-only special edition.
Itself conceived for two very good
reasons (extra space for some of the
large volume of content we
generate during our visit to the
show, and as a "bonus extra"
opportunity for our advertisers), this
special edition isn't instead of our
usual post-show exhibitor news and
booth photo feature - but an
addition.
Around a week after this digital-only
edition is sent out, we will also be
sending the link to our regular
December/ January print/digital
magazine, and with it a further 16
pages of further industry and vendor
news and parts, accessory and
apparel manufacturer and brand
owner reports.
The most striking thing about this
year's EICMA was the considerably
higher number of new products that
were being introduced. Not just
more than last year, but probably more than the last three
or four "Milan" shows added together.
We are accustomed to the number of new product
introductions remaining high on the context of the very
different environment and profile of INTERMOT at Cologne,
Germany, every other year, but at EICMA it has proven to
be variable, with the event showing definite signs of the
economic issues the motorcycle industry has been facing.
However, with at least somewhat of a recovery underway
in most of Europe's main markets (despite ongoing political
and macro-economic concerns), "Milan" is growing again.
At the time of writing there had not yet been any kind of
official attendance statement from ANCMA (the Italian
motorcycle industry trade association that operates EICMA
W
(and personally I wasn't there to witness the weekend
crowds), but despite the fact that the recovery in new
motorcycle registrations is still at its early stages in Italy,
there was no disguising the more positive attitude among
the show's exhibitor community and the improved energy
most were displaying.
It has always been the case that when
a downturn hits, the two first
expenditures to suffer are marketing
and research and development ironically the two most important to
maintain during poor economic
conditions.
We here at International Dealer
News can report that market budgets
are on the rise again in most sectors
of the industry, and the new product
launches at EICMA also show that
the pent up demand and
opportunities for new products are
finally being exploited.
The outcome of all recessions has
always shown that the primary losers
are those who reduce marketing and
R&D, and that the primary winners
are those who maintained their
spend and activity.
So, while we are never able to visit
and report on all exhibitors at multi-hall events such as
EICMA and INTERMOT, in this and the subsequent editions
of IDN and MotoWEEK we will report on as many of those
"winners" as we can.
‘more new
product than
the past few
years added
together’
Robin Bradley
Publisher
[email protected]
INTERNATIONAL DEALER NEWS - EICMA EXTRA 2015
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