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EICMA Debrief: Aprilia’s Audacious Active Aeros

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Sometimes, I wonder why brands debut their machines at the EICMA, or any trade show for that matter, but especially the one in Milan.

Asphalt & Rubber published close to 50 new bike stories from Milan, and we still have a few more minor announcements to get out the door, so imagine for a minute that you are the marketing manager for a brand which  is trying to stand out in that crowd.

This EICMA marked the first year where we really saw some brands abandoning the rat race of EICMA, choosing to release their new models ahead of the show, in order to generate some buzz, and dominate the headlines for a day or two. 

And, no one executed this strategy better than Aprilia.

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Jensen Beeler

Despite his best efforts, Jensen is called one of the most influential bloggers in the motorcycle industry, and sometimes consults for motorcycle companies, whether they've solicited his expertise or not.

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