I would honestly say that this year’s edition of the EICMA show has been the most important show that we have had during the last ten years… just because of the fact that this one of very few occasions this year to really get a feeling of how the motorsport industry has taken the downturn of the global economy.
The Paris Show was cancelled and the Tokyo Motor Show was much smaller this year giving us only the EICMA show to check the industry as a whole.
Things didn’t look good before going to EICMA considering that Yamaha and Honda had decided not to attend the EICMA this year.
But after the two first days of the show I can really say that the industry has not been forced down on its knees cause of the financial turmoil. It feels like the situation has been some what stabilized and consumers have acclimatized to the current situation and slowly start to spend money again.
The new 1200 Ducati Multistrada with electronically controlled suspension
In fact this has been one of the most successful Shows in the last ten years time. This is most likely a result of some major brands not coming to the show and we can of course see that the introduction of the new Ducati Multistrada 1200 with electronic suspension from Öhlins created a lot of interest in our booth.
We also had the fantastic opportunity to have a press conference in our booth with the Yamaha Monster Energy MXGP team… we all feel proud to once again work with professional, top level racing teams in MX. Öhlins staff has been working for a long time to find the right products and finally all this energy and work resulted in this press conference. I also felt great to see so many of our friends from the press and media attending the press conference! We’re back in MX… that’s for sure!
Johnny Bräster
Vice President
Marketing & Sales
Read the Yamaha Press Release here.
See the press conference at EICMA here.
See the Ducati Multistrada 1200 presentation.