AYS-Consulting at EICMA 2025 – Quick Takeaways

Attending EICMA 2025 in Milan reaffirmed one key message for our advisory work: the two-wheel industry is accelerating from purely bike-product orientation into mobility-ecosystem, design/experience, global competition and tech-intensive territory. The show combined massive exhibition scale, live arenas, urban-mobility zones and bold product launches.

Highlights from Three Key Players

CFMOTO

At EICMA, CFMOTO revealed the V4 SR-RR Prototype, which for our consultancy is very significant. Some key points:

• It uses a newly developed 997 cc 90° V4 engine producing over 210 hp. CFMOTO+3BikeWale+3EICMA+3

• The bike weighs under 200 kg (claimed) and features active aerodynamic winglets. EICMA+1

• It signals CFMOTO’s ambition to move from mid-tier bikes to premium, high-performance territory—with global competitiveness in view.

Consulting thoughts: This is a clear example of a newcomer/manufacturer from outside the traditional “big-European/Japanese” league pushing upward on technology, brand image and performance. For clients we advise, this means: watch disruptors, consider how to differentiate not only by specs but by tech and brand narrative, and assess whether your market positioning is still future-proof.

Ducati

Ducati used the show to launch eight new models plus two previews for 2026. Ducati+2Ducati+2 Standouts include:

• The new Hypermotard V2. Ducati

• Special-edition Panigale V2 MM93 and FB63, and the V4/S Corse models tied to MotoGP heritage. Ducati+1

• A preview of the 2026 DesertX showing that Ducati is expanding its platform into adventure and off-road style. Bike EXIF

Consulting thoughts: Ducati’s strategy demonstrates the importance of brand heritage plus careful diversification. They are leveraging racing DNA (MotoGP tie-ins) while also branching into broader segments (adventure bikes). For our mobility/strategy clients, the lesson is: maintain flagship prestige, but identify growth segments and ensure the brand remains relevant across those. Also: platform efficiency (shared engines/chassis) and model breadth matter.

BMW

BMW Motorrad made strategic moves at EICMA 2025 too:

• The F 450 GS was presented – a newly developed 420 cc parallel-twin adventure bike focused on the A2 licence class. BMW Group PressClub+1

• The F450GS emphasises lighter weight (around 178 kg ready to ride), 35 kW/48 hp output, and GS-styled ergonomics and tech. BMW Group PressClub+1

• Also updates to roadster models: e.g., the S 1000 R and M 1000 R got restyling and tech upgrades. EICMA

Consulting thoughts: BMW’s move highlights two things: scaling down/down-displacement while keeping premium brand DNA (GS badge) to capture broader spectrum of riders; and a focus on accessibility (smaller displacement, lighter weight) without sacrificing brand identity. For our advisory scope: brands must consider multi-segment strategies (entry/accessible + premium) and ensure the core identity extends across them.

Implications for AYS-Consulting & Our Clients

• Diversification is non-optional: The major players are not just launching “more bikes” but branching segments: urban mobility, adventure, smaller displacement, premium sport. We should steer our clients to identify and prioritise adjacent segments.

• Tech and experience matter: Active aero (CFMOTO), advanced electronics, brand-tie-ins (Ducati), multi-variant platform strategies (BMW) — all show that features beyond the engine are becoming table-stakes. Advising on go-to-market, cost structures, customer experience will be critical.

• Global competition intensifies: CFMOTO, for instance, is making a bold move into the premium space. Legacy brands must guard their turf but also be agile. Clients should assess competitive threats from new entrants and non-traditional geographies.

• Brand & story remain central: Ducati leans heavily on heritage, GS applies its adventure legacy to entry segment. The lesson: story, identity, brand coherence matter as much as tech/specs.

• Operational models shift: Shared engines, platform rationalisation, multi-segment offerings — we should help clients evaluate how their product- & platform-road-map aligns with future cost/complexity pressures.

  
  

Final Thoughts

EICMA 2025 made clear: the motorcycle and mobility industry is evolving rapidly — merging tradition with bold new strategy. For AYS-Consulting, the take-away is straightforward: our clients must look beyond “bike specs” to ecosystem, experience, global strategy, brand identity and disruptive entrants. The CFMOTO V4 prototype, Ducati’s expanded model line-up and BMW’s downward-segment move are just three vivid examples of that shift.