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Berlusconi Opened EICMA
MILAN, Italy - Wednesday morning the Italian bicycle and motorcycle industry welcomed Prime Minister Silvio Berlusconi to open the 'new' EICMA. Forced by the changing landscape of international bicycle shows, the Italians created an ‘Interesting experiment’ as they called it last year.
The results were so promising that they decided to continue this ‘experiment’ in 2008. The driving force behind the EICMA is the Motorcycle Show. This event has become the leading fair in its sector, in contrast to the bicycle show.
After three editions in which the two shows were independent, the bicycle and motorcycle show have definitively joined again. The motorcycle show is the biggest ever, on 66,000 square meters with a total of 1,358 exhibitors from 37 countries.
Berlusconi is not the only celebrity who will attend the EIMCA. During the 6-Day event which will take place at EICMA several famous names will appear on the track like Paolo Bettini, Chris Hoy, Teun Mulder and Arnaud Tournant.
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The typically red Specialized trade show booth will welcome us in yellow after the company took first and second place in the Tour de France with Contador, Schleck, and the super-light 