HARLEY-DAVIDSON RETURNS TO EICMA WITH A DYNAMIC EXPERIENCE
Harley-Davidson returned to EICMA 2024 with a captivating show stand that celebrated the essence of the brand—bold, innovative, and deeply rooted in culture.
Harley-Davidson returned to EICMA 2024 with a captivating show stand that celebrated the essence of the brand—bold, innovative, and deeply rooted in culture. Attendees were immersed in a vibrant atmosphere filled with music, art, and interactive entertainment, offering a taste of the exhilarating Harley-Davidson lifestyle for both seasoned riders and newcomers alike.
The week started with a presentation led by Regional Vice President for EMEA Kolja Rebstock, highlighting the brands commitment to lifestyle, performance, and customization as well as its rich racing heritage.
Showcasing Iconic Models
The Harley-Davidson stand featured 16 striking 2024 motorcycles, showcasing a diverse array of models, colours, and specifications. Among the highlights were the Grand American Touring models, including the all-new 2024 Road Glide® and Street Glide®. These machines exemplify Harley-Davidson’s commitment to long-distance touring, boasting advanced technology and unparalleled performance that redefine comfort and style on the open road.
Customization Showcase
Nine of the showcased motorcycles were uniquely customized with authentic Harley-Davidson parts and accessories, reflecting the individuality and creativity synonymous with the brand. A standout feature was the live customization demonstration, where attendees watched as bikes transformed into one-of-a-kind machines, embodying the spirit of personal expression.
Meet the Champions
The stand featured appearances by racing legends Kyle Wyman and Joan Pedrero. Wyman, a leading racer in the King of the Baggers race series for Harley-Davidson, showcased the 2024 King of the Baggers race bike, highlighting the engineering excellence and performance that define Harley-Davidson racing. Wyman shared stories his exhilarating journey over the past season, which included 18 races and 14 podium finishes, with excited fans of racing. Pedrero presented his Africa Eco Race Pan America, sharing insights from his remarkable adventures in rally racing and emphasizing the versatility of Harley-Davidson motorcycles.
Live Music and Art
The atmosphere at the Harley-Davidson stand was electrified by the beats of renowned DJs Harley&Muscle and DJ Dallomo, who spun tracks to energize the crowd. Complementing the musical vibe, live street artist Mr. Wanys created a stunning wall mural, reflecting the brand’s commitment to creativity and self-expression.
Bringing the Party to Milan
The excitement didn’t stop at EICMA. Beyond the EICMA halls, the party continued in central Milan with Harley-Davidson taking over Mercato Centrale. Transforming the vibrant venue into a celebration of motorcycles and Italian culture. This unique event provided the public with an opportunity to connect with the Harley-Davidson community and experience the brand’s spirit firsthand.
As EICMA 2024 concluded, Harley-Davidson reaffirmed its commitment to innovation, community, and the spirit of adventure that defines the brand. The complete range of 2024 Harley-Davidson motorcycles, original parts and accessories, and Genuine MotorClothes® are available at authorized Harley-Davidson dealers throughout Europe. For more information, visit harley-davidson.com
