Usage of #EICMA2025 seems to have settled across social media. After a week to reflect on my initial impressions, here are six my key personal highlights from the largest European motorcycle show.
- MV Agusta Brutale Serie Oro
My squash mate, completely non-motorcycle guy, asked me to share one strongest impression from the show and I responded without hesitation – MV Agusta Brutale Serie Oro. To me, most beautiful bike of the show this year, something I’d really like to have not only in my garage, but also in my living room or at least man’s cave. However this is not why I find it to be the most significant piece at EICMA 2025. You see, MV Agusta used to be part of KTM group, which, while undergoing their huge financial struggles and quality claims, sold MV Agusta back to their former owners Art of Mobility S.A., controlled by Sardarov family. Having regained it’s independence, in case of Brutale Serie Oro MV Agusta backs up their manufacturing quality promise by giving 5 year unlimited kilometers warranty. I visited last year, visited again this year, and hope to be back next year! It’s a highly recommended experience for anyone in the industry or simply passionate about motorcycles.
2. Norton new range
Norton introduces a new range of motorcycles, and I’m left with mixed feelings. On one hand, it’s undeniably big news—new ranges from a manufacturer don’t come often. The effort and investment behind the launch are hard to miss: Norton ads are everywhere, even the subway hall leading to EICMA was filled with their posters.
However, with Norton now owned by Indian giant TVS—one of the world’s largest bike builders—it’s no longer the British brand it once was. I’d hate to see such an iconic name become just another entry on the growing list of legendary brands acquired by Asian manufacturers, losing the heritage they deserve.
Norton calls this a “resurgence,” and whenever a new V4 engine hits the market, it gets my attention. Specs are impressive: a massive 8-inch touchscreen dash, 206 HP at a relatively low 11,500 RPM, and multiple ride modes promise a serious package. The design? To my eyes, it’s a designer’s dream—clean, minimalistic lines and muted colors, almost as if the concept sketches went straight into production.
3. Indian motorcycle stand
This year, Indian Motorcycles returned to EICMA—a welcome change after skipping last year. No apparel, no fuss, but almost the full lineup was on display. After the recent ownership change from Polaris to private equity, Indian needs to reassure its clientele, so any effort is appreciated.
The new Scout RT model, featuring hard saddlebags, nicely mirrors a smaller version of the larger, more traditionally styled Chief RT (formerly known as Sport). Also new is the Sport Scout Sixty, making sure there’s a Scout for everyone in the family. Plenty of manufacturers compete in this segment, but honestly, I think Indian’s take is the most well-rounded. The Scout is such a sweet bike to ride!
Indian also showed Indian Girder Concept – a design study that Indian Chief of Design Ola Stenegärd had a personal touch to.
4. Royal Enfield classics
The Royal Enfield stand always wins my heart, so any news from them is welcome. Not that Royal Enfield was lacking models in its already somewhat confusing lineup. Having owned a Classic 350, I keep eyeing the 650, so the addition of new colors is a great move—especially the stunning gold shimmer on the 125th Anniversary Edition.
The Bullet 650 joins the 650 family as a new model, and there was also a project bike on display—a café-racer-inspired 750 that’s still far from production. The design cues look promising, and I’ll definitely be following its development closely.
5. Giallo Ducati
Ducati brings back its iconic yellow to the Panigale V2 and Streetfighter V2, calling it Giallo Ducati. A beautiful alternative to the classic, can-never-go-wrong Ducati red. While Ducati’s new V2 engine didn’t impress much during my test on the Multistrada V2—especially compared to the characterful old V2—there’s no denying that Ducati continues to create motorcycles that delight not only the heart but also the eye.
6. Italjet new Roadster 400 scooter
This may come as a surprise to see a scooter added to the list of motorcycle show highlights. Want to come to work or school both in time and in style? Look no further – Italjet has you covered with their new Roadster 400. Premium offering no doubt, backed with retro-agressive style and punch. Just look at it!
I visited last year, visited again this year, and hope to be back next year! It’s a highly recommended experience for anyone in the industry or simply passionate about motorcycles.
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