EICMA 2025 – A New Era of Italjet
There are motorcycle shows, and then there is EICMA, the annual gathering where passion, innovation and pure emotion collide. For Italjet, this is more than an event. It’s a home field, a stage, and a place where our heritage meets our ambition for the future.
This year, we arrived not to participate, but to make a statement.
To show exactly where Italjet is going and why this new era matters.
Press & Trade Days - Precision Before the Mayhem
EICMA’s press and trade days follow a familiar rhythm: a respectful calm that lets brands deliver presentations, unveil new machines and run media sessions without being drowned out by competing soundtracks. The music stays low, the pace is deliberate, and the atmosphere is electric in a controlled, focused way.
The first through the doors are the journalists, experienced, sharp, observant.
They move with intent. They study every detail quietly, professionally. They don’t show too much, and they don’t need to. Their words will come later, and they’ve always treated Italjet with fairness and insight.
Then the new generation arrives...
Livestreamers broadcasting straight to their audiences.
TikTok creators capturing micro-reviews between heartbeats.
YouTubers filming walkarounds, asking for interviews.
And of course, the lighting crews who travel with full mobile studios strapped to their backs, ready to create cinematic shots in seconds.
It’s old-school precision and new-school energy sharing the same space, two worlds photographing, filming and dissecting our lineup from every angle. The controlled calm before what we all know is coming next.
Public Day - When the Doors Open and Everything Changes
Friday/Saturday/Sunday morning at EICMA is unlike anything else.
There’s this moment of total stillness right before the announcement.
You can feel thousands of people pressed against the glass, waiting.
The tannoy crackles:
“EICMA is now open to the public.”
And suddenly the halls flood with riders, families, influencers, fans and entire groups of friends ready to experience everything up close.
The energy flips instantly.
The calm of the media days becomes a living current, and our stand becomes a magnet.
Italians lead the charge, expressive, animated, emotional.
You can read their reaction from across the hall.
There’s no guessing.
Just raw honesty.
One moment captured it all:
A Swiss visitor, traditionally the most reserved demographic on earth walked up to the Roadster 400, paused, and then dropped to his knees in sheer admiration. That’s the kind of reaction you can’t design for. It just happens when a machine hits someone in the right way.
By midday, every hall was full to capacity.
Crowds packed around the Dragster 700 Twin.
Phones were out.
Voices were raised.
And the stand felt alive, surrounded by an audience that didn’t want to leave.
This is what EICMA is about the real, unfiltered reactions of the people who ride, dream and live motorcycles.
The Italjet Lineup That Stole the Show
2025 wasn’t about small changes.
This was a new chapter four major releases, each showing a different side of Italjet’s design and engineering vision.
Dragster 700 Twin – The New Flagship
A machine that refuses to sit in a category.
Twin-cylinder power, Brembo brakes, Mazzucchelli suspension, Akrapovič exhausts, and styling that demands attention before the engine even turns over.
Some called it a motorcycle.
Some called it a maxi-scooter.
Most simply stood there in disbelief.
The Dragster 700 Twin is the embodiment of our next era:
Italian design, performance, character and bold geometry all fused into one statement.
Dragster 459 SmartShift – The Future of Urban Performance
We took the unmistakable Dragster DNA and added SmartShift automatic technology.
Paddle shifters.
Refined geometry.
Modern convenience without sacrificing the attitude that defines the Dragster.
New riders loved it.
Experienced riders were curious.
Everyone had something to say, and that’s exactly what we wanted.
Roadster 400 – Pure Italian Presence
Sharp. Mechanical. Iconoclastic.
The Roadster 400 is our step into a new segment without losing our identity.
An exposed frame, a bold silhouette and premium styling that drew constant crowds.
This is more than a new model.
It’s a new direction for Italjet, one that clearly resonated with riders around the world.
Dragster 125 / 200 / 300 – The Icons Evolved
For many riders, the Dragster is the entry point into Italjet culture.
For 2025, we are adding the Black Edition, still not in its final form just yet, but notice the blacked-out aluminium frame sections.
These models continue to attract younger riders, trendsetters, and anyone who wants performance with unmistakable style.
Heritage in Our Blood. The Future in Our Hands.
We honour where we came from, the boldness of Leopoldo Tartarini, the racing DNA, the refusal to follow the rules.
But we don’t live in the past.
Under Massimo Tartarini’s leadership, Italjet has become a brand driven by innovation, design identity and a vision for a global future.
EICMA 2025 wasn’t just a launch.
It was a declaration of who we are now:
Bold, Italian, Unconventional, Unapologetically different.
The reactions in Milan, online, offline, from press, creators and riders, confirm one thing:
Italjet doesn’t follow trends.
Italjet refuses to blend in.
And in a modern automotive industry overflowing with clones, copies and safe design, people are craving individuality more than ever.
That’s where we live.
That’s where we lead.
And that’s why Italjet stands out boldly, unapologetically and with a style no one else dares to attempt.
