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EICMA Debrief: Ducati’s Debut, Delight, & Dismay

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Done and dusted, the EICMA show in Milan is the biggest trade event in the motorcycle industry, and each year we see dozens and dozens of machines debut in Italy, with much fanfare.

With the bevy of new model releases that occur though, it is easy to lose sight of the forest for the trees. So, we are going to break down the big headlines and moments from this new bike season for you, starting with one of our most talked about brands: Ducati.

Ducati traditionally starts off the EICMA festivities, hosting a pre-event somewhere in Milan days before EICMA. The day of this launch seems to get pushed back further and further each year, as other brands have jockeyed for position, and so this year's pre-event event was held on the Sunday before EICMA.

To its credit, Ducati does EICMA right, and the Italian company has honed to perfection the balance between of hosting a live event for gathered press and VIPs that is also suitable and entertaining enough to be broadcast live on Italian TV and across the internet.

The EICMA show unveiling might be geared now for mainstream consumption, but for those in the industry there are still some valuable inferences to learn from what is said...and what isn't said.

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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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