For years, the Auto Expo in Delhi NCR was the undisputed showcase for India’s automotive industry. But over the last few years, most Indian two-wheeler companies – especially Hero MotoCorp, Royal Enfield, and TVS Motor Company – are choosing the EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori) show in Milan, Italy, as their primary platform for global debuts and product reveals. This shift highlights a change in their corporate goals – securing a footprint in the global two-wheeler market.
This year, the EICMA will open on November 4, where Royal Enfield will unveil the Bullet 650, TVS will showcase the Norton brand, and Hero will display some new two-wheelers.
The allure of Milan
A reason they are focusing on the EICMA – the world’s largest two-wheeler exhibition, attracting international media, dealers, industry leaders – is global visibility and export ambitions. “Presenting a new model at EICMA immediately establishes it on the world stage, helping Indian brands shed the perception of being solely commuter bike manufacturers,” an industry analyst told FE. “They aim to be seen as global players in the midsize and premium segments, competing with established European and Japanese rivals.”
Export focus
For companies that generate a significant portion of their revenue from exports, the EICMA serves as a place where they can meet global dealers, and a launch here lends credibility to their export models.
What about the Auto Expo?
While the Auto Expo, now under the umbrella of the Bharat Mobility Show, is a big event for the Indian market, its focus is heavily dominated by passenger cars, and geared towards the high-volume, price-sensitive Indian market. It also addresses local needs, new regulations (like BS-6), and mass-market products.
Heavy cost
Despite higher costs associated with participating in the EICMA – it can cost double cost of the Auto Expo – the return on investment in terms of global media coverage and brand perception is perceived to be greater.
Is this a new phenomenon?
The focus on the EICMA is relatively new, and started about 10 years ago – at a time when Indian two-wheeler companies got technologies that can rival the best in the world, and while companies like Bajaj Auto have been exporting for much longer, others such as Royal Enfield, Hero, and TVS started readying global-facing products largely in the last decade. This participation also reflects the maturity of the Indian auto industry, which now aim to rule the world.
