MC-Massan 2026
Jonkoping, Sweden, January 23-25, 2026
Words and pictures by Torbjörn "Tobbe" Bergh, Cross-Center International
Having previously alternated between Stockholm and Gothenburg, January this year saw a comeback for Sweden's MC-Massan motorcycle industry expo at the 34,000 sq. m. Elmia Exhibition and Convention Centre at Jonkoping in central southern Sweden.
Backed by the Swedish motorcycle industry trade association MCRF (www.mcbranschen.se) and the Swedish Riders Group SMC (www.svmc.se), the collaboration resulted in a successful return for an event that had missed four out of the past five years since being staged in Gothenburg in January 2020 (it was also staged in 2024, at Stockholm).
Organised for MCRF and SMC by the management of the Elmia facility, the new venue has convenience stamped all over it - located in within a radius of about a radius of 350 km from the largest cities of Sweden, Denmark and Norway. Stockholm, Malmö, Copenhagen, Oslo and Göteborg are all within a 4-hour journey with car; less by motorcycle (weather and limits permitting of course).
Our thanks to Torbjorn 'Tobbe' Bergh of Cross Center International (one of Europe's leading MX wheel specialists) and our sometime IDN Scandinavian correspondent for these photos from the show.
As an exhibitor himself, and a man accustomed to casting a critical eye on what he sees going on in the motorcycle industry, he can be relied on for an impartial observation of how the show went and reports that, after a rocky period for the expo scene in Sweden, "It went well".
"Most of the importers, distributors, motorcycle clubs, parts and accessory and apparel manufacturers and vendors were there, along with other companies in the motorcycle industry, including a good showing by the custom bike market and an FMX show - there was plenty for the 36,000 visitors to see, plenty to keep them interested.
"The few companies that were missing will almost certainly attend next year once the word gets out that the show is back and in good health, and it's more than likely it will be at the same location and hopefully with an added hall and more exhibitors."
"It has been a complex journey to see a version of the show come back," said Tobbe. "There's no question though that the motorcycle market in Sweden needs such an event and congratulations to the partnership that made it happen. This collaboration between expo centre, trade association and Riders Group is a good formula for market needs here in Sweden.
"As an exhibitor we certainly did well enough to want to exhibit again in the future, and our message to everyone is to buy a booth or at least visit - it's a valuable and much needed opportunity for us all to play a part in the future of the motorcycle market in Sweden."
Any inquiries for 2027 can be addressed in the first instance to MCRF General Secretary Niklas Kristoffersson (niklas.kristoffersson@mcrf.se).
