Milan 2009
MILAN 2009 - Europe’s powerhouse motorcycle show
Just about any visitor to the 2009 motorcycle show in Milan would be stunned at the sheer scale of this event, and by reflection the real strength of the motorcycle industry in Europe.
However difficult the current economic climate, almost all the major manufacturers had stands of considerable size and quality, reflecting their overall view that Milan is now THE show for meeting the public and launching new products.
None more so than Ducati, which was introducing the all-new 1200 Multistrada. Yes, everybody expected a machine to directly rival the BMW 1200GS, but Ducati was really keen to promote the new machine as no less than ‘4 bikes in 1’ - all thanks to a range of easily switchable set-up options (including different engine power outputs) that come together to produce carefully defined Sport, Touring, Urban and Enduro configurations.
How convincing this really is and how big the dynamic differences are, only time will tell. Undoubtedly, it’s all clever stuff - and perhaps a pointer that such user-chooser, on-board versatility might open up a whole new direction for bike design in the future. Although the first UK deliveries of the new Multistrada aren’t scheduled until next March, there’s little doubt that this new Ducati is going to be anything other than one of the key machines of 2010...
And it wasn’t just Ducati making a major splash in Milan. All the other Italian manufacturers had stands that oozed style and sophistication, most notably Moto Guzzi with some extraordinarily beautiful products, Vespa / Piaggio with some extraordinary beautiful people, and MV Agusta with both.
BMW, Triumph, Kawasaki, Harley and Victory all made great individual presences too, yet both Honda and Yamaha were highly noticeable by their absence. In the year of winning his ninth world title, just about the only place you could see local boy Valentino Rossi was on a poster for a local website company! Seems like somebody really missed an opportunity there...
Apart from the sheer scale of the show itself, perhaps the best thing about the whole event is that it is IN MILAN - a hugely attractive, vibrant, classy city with tens of thousands of motorcycles in daily use, an easy and efficient transport system (whether by train, tram, metro or taxi) all backed up by some really great places to stay, relax and visit after you’ve done the show itself.
Equally important perhaps, Milan is easy and inexpensive to get to thanks to the great value offered by today’s budget airlines. If you want to see the whole motorcycle industry at its best, the Milan Show has to be the place to go!
