Thursday, 14 November 2024

EICMA

EICMA 2024: The 'Summa Cum Laude' edition?


Never known for its modesty (nor accuracy where attendance numbers are concerned) ANCMA, the Italian government backed motorcycle trade association that operates the annual EICMA 'Milan Show', hailed its 110th year, 81st edition as its 'Summa Cum Laude' Edition.

We here at International Dealer News certainly wouldn't go that far -  it was good, sure, but with the age profile of the largely Greater Milan urban area catchment area from which most of the 600,000 claimed visitors are drawn appearing to include ever fewer visitors of motorcycle license holding age, EICMA may well be a uniquely popular (and Italian) enthusiast-fest, but even after all these years, hundreds of potential exhibitors still appear to regard its effectiveness as a profitable business expo as unproven.

The issue of the attendance age profile and annual parts and service item consuming visitor PTW is something that features like the 'Gaming Zone' will not improve - it can only worsen such issues. At present there is no convincing research on the percentage of motorcycle game players that go on to be riders.



Unlike northern European shows (such as INTERMOT before it imploded), the EICMA visitor base has never exactly been a high mileage cohort. The eternal question of who the 'Milan Show' is really for and who actually makes money from it remains as much the elephant in its eight enormous rooms as it ever has been.

Technically speaking there were ten halls of the Rho Fiera Milano pressed into action this year, but two of them were mostly Chinese in their exhibitor footprint, and even they weren't full. Net of indoor e-bike test ride space and other 'hall fill' features, it remains unlikely that, from a mainstream internal combustion engine OEM and aftermarket hard part P&A and soft part G&A exhibitor perspective, in reality it is unlikely to be much more than a four-hall exhibition when it comes to genuine and genuinely viable hard-core dealer-facing OEM and aftermarket business opportunities.

That still makes it the largest annual motorcycle industry business opportunity in the world, one that gives ANCMA an impressive stat-fest opportunity. 

The 600,000 attendance number cited by EICMA/ANCMA (itself a suspiciously convenient round number) is said to have been some 40,000 up on that seen in 2023. 

The organisers are claiming a record amount of vendor and brand space occupied (330,000 sq m of indoor and outdoor space), and a record number of exhibitors buying into the show. The outdoor MotoLive features and space used is always impressive - including race circuits and test ride tracks.



More than 770 exhibitors were said to be representing 45 countries and 2163 brands. EICMA exhibitor figures show that of those 2,163 brands, 622 were from mainland China, 121 were Taiwanese and a further 18 headquartered in Hong Kong. The 761 from those three 'Chinese' markets compares to 1,105 from the 27 markets of the EU, 963 of which were from the EU 'Big Four' with 770 of them from the Italian home market, 71 from France, 66 from Germany and 56 from Spain. 

Other notable market exhibitor counts included 80 from Pakistan,17 from India, 32 from South Korea, 27 from Turkey and 23 from the UK. Interestingly there were only 31 exhibitors from the United States - one of which was Harley-Davidson, but there was no Polaris/Indian Motorcycle booth this year.

EICMA says that as many as 26 percent of the vendors present exhibiting there for first time. That is a 'factoid' that the organisers have deployed quite often in the post-Covid era, and if anywhere near true it points to two less than wonderful trends.

Namely that the number of available exhibitors in the international 'Vendor Park' has seen considerable churn - suggesting that annual profits and capital investments have been softening, and that there is considerable ongoing 'churn' among the EICMA exhibitor 'family', suggesting that many more familiar and once leading vendors are finding other ways of spending their marketing budgets.

We here at International Dealer News may well be beneficiaries of that - as a unique and uniquely international tool it looks like 2025 will represent an 11th straight year of growth for us. From an individual national market dealer and distributor perspective though, the continuing trend among marketers to move away from in-person selling opportunities confusing the 'Peer-to-Peer' reach of social media with viable trade marketing and branding opportunities. This continues to reduce the effectiveness of the PTW industry's marketing effectiveness. That means higher costs and lower returns on investment. Not good.

Based on "renewed quality criteria" that were introduced in 2022, EICMA claims that the number of "industry professionals" among its visitor footprint saw "more than 38 thousand professionals coming from 126 different nations" to participate in the event. If true then set against the claimed total attendance that represents a lower percentage of trade visitors - which was quite apparent from the profile of those who were walking the aisles on what are, notionally and theoretically the 'trade' (and Press/Media) days.

"The presence of journalists, content creators, experts and communication professionals grew, with a solid +13% over 2023 and a provenance from as many as 74 countries, they almost reached the number of 8,000."

The "EICMA: 110 years of two-wheel design" exhibition that was set up to celebrate the event's anniversary through a selection 36 historical and modern motorcycles was a tad superficial - lacking important historical examples and missing important technological, racing and geo-political milestones. But is still said to have attracted some 20,000 visitors.

EICMA President and CEO Pietro Meda and Paolo Magri stressed that "these numbers are the best way to celebrate such a unique milestone as EICMA's 110th anniversary." No, they are not. The resulting increase in sales and brand profiles among active buyers is the only suitable metric for an industry expo in any market - consumer or otherwise. Though the gradual post-Covid return of the motorcycle manufacturers is to be welcomed.

"Since after the interruption due to Covid, we have never stopped investing in and looking to the future of the event, implementing services for companies, content, promotion and visitor experiences for the public. 

"The return of all the manufacturers was a source of great pride, as was that of seeing the pavilions full of young people and families: to them, to all the enthusiasts and to our partners goes our biggest thank you."

Save-the-Date: the 82nd EICMA exhibition in its 111th year will be staged at Rho Fiera Milano from November 4 to 9, 2025.

www.eicma.it


PIERER Mobility AG

PIERER Mobility AG: "Far-reaching restructuring and additional liquidity requirement at KTM AG"


In a November 11 'ad hoc' financial announcement, PIERER Mobility AG, the parent company for KTM, Husqvarna and GASGAS, has announced that it is engaged in liquidity planning for the 2025 financial year that will see it need to cover "additional liquidity requirements" for KTM AG. 

As of June 30, 2024, the KTM AG Group was responsible for more than 95% of PIERER Mobility AG's revenue, and ongoing financial restructuring discussions with core shareholder Pierer Bajaj AG and major financial creditors of KTM AG will see it needing to secure bridge financing of KTM AG "in the three-digit million range".  





The announcement stated that the Executive Board "is currently working to this end" and that "discussions are ongoing both with the core shareholder Pierer Bajaj AG and with existing financial creditors. The aim is to agree a standstill agreement with the financial creditors involved for the duration of these discussions as basis for the financial restructuring.

"The negotiations and discussions are currently at an early stage. It is therefore not yet possible to make any concrete statements about the outcome of the negotiations [or] the conditions and the size of the additional financing.


"In addition to securing liquidity, the Executive Board is endeavouring to put KTM AG back on a stable operational and financial basis. Against the backdrop of a challenging economic environment, an even more far-reaching operational restructuring is being driven forward with the aim of reducing inventories at both KTM AG and the dealer level to an economically sustainable level by significantly reducing production volumes. 

"Furthermore, overheads are also to be significantly reduced once again. The aim is to stabilize costs and sales at a re-dimensioned level from the 2025 financial year and thus create the basis for sustainable competitiveness and profitability". The company stated that "further information will be published in due course"


News Briefs



Barcelona based brakes manufacturer Galfer has appointed Guillermo Font as its new Global Marketing Director. "With an outstanding 20-year track record in marketing and in-depth market knowledge, Guillermo Font joins our team with the mission of taking Galfer to the next level, consolidating and expanding the legacy of excellence that has characterised the company for decades".


The IMF reports that global public debt is forecast to exceed $100tn by the end of 2024. IMF reports that the major economies' plans to stabilise borrowing will "fall far short of what is needed" - leaving advanced and emerging economies perilously exposed to the risks of global economic collapse.


Following the news that American owned, Italian electric sportbike manufacturer Energica has gone (see story elsewhere in this edition of IDN), another high-profile e-bike brand has gone into bankruptcy. New York based Fuell Motorcycles has now joined the ever-growing list of electric PTW start-ups that are not, in fact, going the start up anymore. Fuell was the brand backed by former sportbike and H-D man Erik Buell. 


Oxford Product's export director, Chris Shearer, is celebrating 30 years as its 'Export Meister'. When he joined Oxford in 1994, he had been based in Germany as a Bandmaster with the British Army. From his office in Germany, Chris and his team of four oversee a global network of some 75 countries. 


The Federal Motor Transport Authority in Germany (KBA) reported a total of 16,331 new motorcycle registrations in Germany in September - that is -3.9% on September 2023. The total for the first three quarters of 2024 is recorded at 187,041 units, -5.7% on the same period of 2023.


Owned by Vision X in Washington State, USA, the Denali brand of LED electronic accessories is now available for dealers in Europe through Parts Europe in Germany. Products include "a complete lighting and visibility package that includes the lights, light mounts, auxiliary brake light and a single intelligent plug-n-play controller to provide effortless installation and integrated control of all your accessories"; www.denalielectronics.com, www.visionx-europe.com, www.parts-europe.com


Yamaha Motor Europe and TotalEnergies made history in the 2024 R3 bLU cRU SuperFinale at Estoril by running with 100% sustainable fuel - TotalEnergies Excellium Racing 100 (ER100) fuel - in all the motorcycles competing in the event. The collaboration first saw TotalEnergies provide 40% non-fossil (sustainable) fuel to Yamaha Motor Europe's WorldSBK teams and the prior rounds of the R3 bLU cRU World Cup. 


In a news release dated October 15, EICMA announced proudly that this year's 81st edition of the show that is now 110 years old will feature 770 exhibitors and more than 2,100 brands from 45 countries, occupying 330,000 sqm of exhibit space over "ten full pavilions [halls]". Just one tiny problem with that, its official show floor plan and exhibitor listing shows only eight halls in use! That's still a whole bunch of space, but it makes one wonder. Is EICMA in the habit of announcing incorrect show statistics on a regular basis?


INTERMOT

INTERMOT Reimagined


The first iteration of a fundamentally rebuilt INTERMOT formula will be staged at the Cologne Exhibition Centre in an all-new timing for the show - 5-8 December 2024. What's more, this will be the first of a new and, many would say, much delayed decision to take the show annual.

The show will see BMW Motorrad, Honda, Kawasaki, Royal Enfield, Suzuki, SYM, Triumph and Yamaha exhibit their new-for-2025 products in Germany for the first time. Ducati is even going one step further, having announced that it will unveil a world premiere. "With all these brands participating, the trade fair is sure to be a highlight for all motorbike fans.




"Renowned manufacturers such as Alpha Technik, Insta360, Öhlins, SW-MOTECH and Wunderlich will be on hand to present a wide range of accessories and showcase everything bikers need for the new season. Altogether, the exhibitors confirmed so far already cover almost 70% of the entire German motorbike market".

The new-look INTERMOT promises "a new motorcycling experience: innovation, community and lifestyle. We want our visitors to see motorbikes and INTERMOT, too, in a new light. To this end, we want to reimagine motorcycling with a focus on innovation, community and lifestyle as key themes," said Alexander Wolff, Director of INTERMOT. 


"What innovation means to us is, above all, the unique opportunity to start the new 2025 season with the latest models, but it also stands for topics such as urban mobility. By bringing together industry experts, fans and creators, the trade fair offers the community a dimension that is particularly important in the motorbike segment. 

"True to its motto 'Meet and greet the creators' - the Creators Lounge is just one of the new initiatives INTERMOT is offering and will undoubtedly offer the best opportunity to come face to face with well-known influencers and creators from the motorbiking scene".

www.intermot-cologne.com


Galfer

Galfer completes Disc Shark range - "a new paradigm"


This summer, Barcelona based brake products specialist Galfer has completed its range of Disc Shark options with the addition of a new application for MX and Enduro.

Following the hugely successful introduction of the Shark rear disc to the market and into competition after its EICMA 2023 unveil, Galfer presented the Shark front disc in June at the historic Ciglione della Malpensa track in Italy.



Developed with the aim of solving the problem of brake disc overheating, the Disc Shark is said to have "exceptional thermal behaviour, drastically reducing the operating temperature with a 30% reduction compared to other high-end discs currently on the market, with its one-piece construction also delivering greater strength".


Galfer say that in tests, even in the least favourable temperature conditions, the Disc Shark "maintains stable and consistent behaviour at all times. It has a 20% larger braking surface than our previous disc range, increasing pad contact time and braking power. The hole arrangement further enhances braking by making the pad scrape more aggressively.


 "We have also found that Disc Shark increases brake pad life by 25-40% under normal conditions and extends durability. The secret to the success of the Galfer Disc Shark range, for both front and rear discs, lies in its innovative design and use of research to optimise heat dissipation".

The design features distinctive openings and fins to increase the pad contact area of the disc with the air, allowing for more efficient and faster heat reduction - resulting in a significant reduction in the operating temperature.


The choice of two thicknesses (5 mm for Enduro and 4 mm for MX) guarantees greater thermal capacity and resistance. The design "delivers off-roaders with powerful, precise, controllable braking in any situation, enabling the rider to modulate the braking force in complete safety".

Developed in collaboration with top international off-road riders such as Steve Holcombe, Brad Freeman and others, the new Disc Shark front and rear range is available for the main off-road motorbike models from KTM, GasGas, Husqvarna, Beta, Honda, Sherco, Yamaha, Stark and TM Racing. A second phase will also see them developed for Kawasaki, Suzuki, Ducati and Rieju models.

www.galfer.eu

Bonamici Racing

Bonamici for Honda CBR 1000 RR-R Fireblade


Italian parts specialist Bonamici Racing has developed a line of accessories for the popular Honda CBR 1000 RR-R Fireblade - "designed for those who want to bring the unique sensations of the racing world to the road".

Dashboard protection; top triple clamp; handlebars.

Each product is designed to offer superior performance, "maintaining a direct connection to Bonamici's roots in racing and transforming the riding experience into something extraordinary".

Engineered for "perfect ergonomics", Bonamici adjustable rearsets allow riders to "find the ideal position for optimal control, just like on the track". The top triple clamp and brake levers - with remote adjuster - are "inspired by advanced racing technologies, offering precision and immediate response to improve riding sensitivity".

"Each accessory, from the dashboard protection to the oil tank with membrane, is made with high-quality materials and tested to withstand the most extreme stresses, ensuring safety and reliability, both on the road and on the track. The engine protection and tank cap are designed not only to protect vital parts of the bike, but also to perfectly integrate with the aggressive design of the CBR 1000 RR-R Fireblade."


Adjustable rearsets

Evo lever protection; brake lever

Chain adjuster; Evo swingarm spools

Bonamici says that the design values of this newly developed, model-specific line of its racing accessories is not only focused on improving the aesthetics and performance of the bike - it also "creates a deep connection between rider and machine. Every component is designed to deliver the feel and sensitivity of racing, giving anyone the opportunity to experience a unique ride, with maximum control and responsiveness.

"Bonamici Racing accessories for the Honda CBR 1000 RR-R Fireblade turn every ride into a journey into the racing world - with perfect harmony between rider and bike".


BONAMICI RACING

www.bonamiciracing.it


BC Battery

BC GEL batteries - "Born to last, and last, and last!"


Best known for its end-user line of battery chargers and maintainers, BC GEL batteries from specialist Forlettronica are an all-new 100% Italian made line of GEL batteries for motorcycles and scooters. 



The 22-battery range is designed to "last and last and last" says Sales and Marketing Director Giovanni Foresti. "Manufactured with the latest gel technology embedded, this new design lowers the risk of sulfation to an absolute minimum and delivers exceptional protection against deep discharge and motorcycle vibrations." 

Giovanni says that as factory-activated batteries, they are 'ready-to-use' and do not need to be recharged once installed. "The cranking performance ensured by these batteries is significant: on average the BC GEL batteries can ensure a +30% cranking power compared to the equivalent wet lead-acid batteries traded on the market and are covered by a 12-month warranty."

BC Battery Controller is looking for new dealers, wholesalers and importers to strengthen its international presence. Its catalogue includes motorcycle lithium batteries, jump starters for professionals and end users, battery testers and professional and workshop chargers. 



BC BATTERY CONTROLLER

www.batterycontroller.it