Yamaha latest big name to commit to EICMA return for 2021

Yamaha has confirmed it will be present and correct at the EICMA motorcycle show in Milan, providing another boost for the event after fears last year’s cancellation could deter manufacturers from returning.

The centrepiece of the motorcycle show circuit, EICMA is considered the foremost annual gathering of the industry’s major manufacturers and traders, with a bevy of new models getting their world premiere under the spotlights every year.

However, after the 2020 EICMA show was cancelled as a direct consequence of COVID-19, manufacturers turned to online methods to launch their 2021 ranges. 

Proving a more affordable way to generate publicity, it was feared this would become a norm going forward, eschewing the traditional motorcycle show format.

Nonetheless, most manufacturers have chosen to back EICMA for the 2021 show - to be held on 25 - 28 November - with Yamaha becoming the latest high-profile firm to confirm its presence, saying it is ‘right’ to do its bit to strengthen an event that has become an institution over the decades.

“The decision to attend EICMA was not an easy one to make for obvious reasons,” reflected Eric de Seynes, President and CEO of Yamaha Motor Europe N.V. “However, after having observed the trend related to the evolution of COVID-19 and being reassured by the EICMA organisation that we can provide a safe environment for all visitors, while allowing them to experience the event to the full, we believe it is the right decision to support the return of such an event. 

“With arguably the largest international reach, EICMA has great significance for our industry, being a unique moment and place where the motorcycle community can come together to feel the reaction from media and customers to the new products, keeping the connection with them alive and providing inspiration towards future trends. 

“While we have yet to return to what most of us consider normality, this year's event provides the first opportunity for enthusiasts to come together and be connected again physically, rather than virtually.” 

Following on from Honda’s confirmation it will also attend, it means the two largest motorcycle manufacturers will be present.

“The relationship with the products of our industry is undeniably a physical and sensory one: the highly-appreciated and foresighted words of the President and CEO of Yamaha Motor Europe N.V., Eric de Seynes make us very proud,” said Pietro Meda, President of EICMA.

“Their participation is based precisely on the desire to meet the professionals and the huge community of fans again on a unique, exclusive and topical stage, without any intermediation. 

“This is our mission, EICMA is everybody’s home and, thanks to the exhibitors who continue to believe in this rendezvous, this year it will be an even more significant opportunity for the sector and celebration of two wheels after the absence of last year’s show.”