Published on: 06/11/2017 Updated on: 20/02/2025
For motorcycle and scooter enthusiasts, EICMA is an unmissable event: during the days of the fair, Milan becomes the capital of two wheels. MAFRA stages exceptional events in the name of tradition and passion.
More than 100 years have passed since the first edition of theInternational Bicycle and Motorcycle Exhibition was held in 1914, the show dedicated to the world of two-wheelers, now in its 75th edition and having become a true reference point for the entire sector. From Thursday, Nov. 8, until Sunday, Nov. 12, Milan was invaded by tens of thousands of enthusiasts, who came to the Lombard capital to enjoy the latest products of the Motorcycle Manufacturers - more than 150 world previews were presented at the fair - and the numerous shows organized in the ever-present MotoLive, the outdoor area of EICMA.
Certainly can't miss MAFRA (Hall 9 - booth S52) with an area of 170m2 and numerous attractions designed to arouse the interest of visitors to the fair. The entire range of products dedicated to the care and maintenance of motorcycles and scooters is on display at the booth, starting with the polishing cleaner CLEANSHINE, from the spray wax BIKEWAX, up to the practical CLEANSHINE, ideal for cleaning helmet interiors, and the chain lubricant CHAINRACE o QUICK, the "inflate and repair" so you'll never be stranded. These and many other products visitors can discover and purchase at the fair. Also starring at the booth are the ever-present "MAFRA Starlets" who perform in the traditional show using products from the motorcycle line.
Lambretta what a passion
On the occasion of its 70th anniversary Lambretta is presented at the fair with new model that will surely catch the attention of many nostalgic people, but also of the younger ones, who will have the opportunity to relive the golden years when the famous two-wheeler from Innocenti challenged its eternal rival, the Piaggio Vespa, dividing the world between Mods and Rockers. At EICMA the entire new V-Special range is presented, available in three different engines: V50, V125 and V200.
The Lambretta is present at the MAFRA booth with the 1986 Grand Prix 225 "BGM Demonstrator" built by Rimini Lambretta Center, as well as with a unique show that visitors can experience live on Friday 9: Vittorio Tessera, the brand's Italian contact person, will rebuild at the booth an orange 1968 LUI 50 cc Lambretta designed by Bertone. Once rebuilt, the professional detailer will take care of the Lambretta to restore it to its original splendor, thanks to products from the line #Labocosmetica. A unique opportunity to see how to rebuild a vintage motorcycle and how you can make it shine again as if it just came out of the dealership.
Mosquito's Way 2017
Celebrated at the fair is the "Mosquito's Way 2017 Grand Tour, " which saw MAFRA together with Piero Pelù of Litfiba, DJ Ringo of Virgin Radio and journalist Giovanni di Pillo as the protagonists of 3 events during which numerous enthusiasts and collectors had the opportunity to parade with the legendary pedal mopeds that rode our roads from 1932 until 1952. MAFRA exhibited 3 models, chosen among the most beautiful that participated in the event, one of which was Piero Pelù's own. During the days of the fair, Giovanni di Pillo is present at the booth to meet visitors and tell the mythical story of the Mosquitos.
A special with a unique taste
The guys from Rusty Garage, expert customizers from Milan, are displaying a unique model of theirs, inspired by the world of Mad Max, on which MAFRA canisters used as a tank are mounted . Made on the basis of a 2004 KTM XC450, the vehicle is very unique, with the bike's tires serving as a saddle and numerous components made using salvaged materials and adapted to the bike to evoke the typical futuristic post-Atomic image.
With Team DaBoot at MotoLive
Finally, don't miss Team DaBoot 's performances at MotoLive, the traditional outdoor area dedicated to two-wheel professionals. Vanni Oddera performs with jumps and evolutions of all kinds capable of giving spectators an unforgettable adrenaline rush. MAFRA is present with one of its trucks used by the DaBoot team as hospitality and with the logo all along the performance area. MAFRA girls will present visitors with the full range of products dedicated to the care and maintenance of motorcycles and scooters.
MAFRA at EICMA 2017: Hall 9 - Stand S52
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