The world’s largest and oldest motorcycle trade show kicks off the first week of November with more than 730 exhibitors, 2,000 brands, legends and an unprecedented program of entertainment and innovation. The curtain rises on the 82nd Esposizione Internazionale Ciclo Motociclo e Accessori (EICMA) at Fiera Milano Rho from November 4 to 9. No need to #GuessWhere Dealernews will be!
This year’s “That’s Amore” is a love letter tribute to delle de ruote (everything two wheels). “EICMA is much more than an event: it has become a universal language made up of emotions, identity and belonging,” explains EICMA president Pietro Meda. “The 2025 edition is a tribute to the passion that unites those who build and those who love two wheels. We wanted to bring our audience even closer, without affecting the institutional value of EICMA, by speaking the language of our community… Filling EICMA with meaning, stories and innovation.”
Talk about wearing your heart on your sleeve, there is even a tattoo for the 2025 event! “That’s Amore, the slogan chosen for this edition, is not only the title of the upcoming EICMA, but also becomes a manifesto: a way of saying that passion for the two wheels is identity and sharing,” Meda notes. “This intention is also confirmed by the campaign’s visual, which features a heart tattooed on the skin with a tread pattern as a form of indelible love.” Attendees will even have an opportunity to get the same tattoo as the 2025 poster for free — albeit in temporary form — at a special Tattoo Station set up for the event.
Stay tuned for more from Milano directly from the Fiera Milano Rho in the coming weeks… and as always, full coverage in the pages of Dealernews.
