With the current energy crisis and sky high oil prices, even the Americans could enjoy the pleasure and convenience of bikes and, in particular, quality ones produced by the Italian bicycle industry. 26 Italian companies will take part in the Ice (Italian Institute for Foreign Trade) collective, organised as part of the most important specialised tradeshow for the distribution of bicycles in the States: Interbike Expo 2009, which will take place at the Sands Expo in Las Vegas from 23 to 25 September. In this sector, the American market is continuing to give reassuring signs to foreign manufacturers, unlike what is happening in other areas. Figures for American bike imports from the rest of the world in 2008 show a marked growth compared to 2007, maintaining the positive trend which has been dominant for some years. Despite the negative economic climate, during the period January/November 2008, total bike imports to the US showed an increase of 20.4%. Italian bike exports to the United States in 2008, however, returned to 2006 levels, after a sharp rise in 2007 when Italian manufacturers sold 1,500,000 dollars more in bikes and accessories than the previous year. Our market share can definitely be improved with investment in marketing and communication and the outlook for the future is positive, also according to Ancma, the Italian manufacturers’ association. There are more than positive signs coming from the bike accessories department, which has always been the jewel in the crown of the Made In Italy brand in this sector and which has increased its turnover compared to previous years. Italian bicycle exports to the US lie in fifth place after China, Taiwan, Canada and Indonesia and in fourth place after Japan, Taiwan and China for accessories, where there is still the possibility to gain a lot of ground, especially in the top of the range bracket that is well represented by Italian bicycles. Looking at market figures, it is easy to see the importance of the Italian bicycle industry, which has always been recognised for the prestige and quality of its products compared, in particular, to its competitors from Asia and emerging countries, capable of lower prices but not the same quality of product. Interbike Expo, the biggest American tradeshow in the bicycle sector, takes place annually and will occupy some 30,000 m² in 2009. This year also, we can expect the participation of the sector’s best international brands and biggest purchasers from 60 different countries. It is, therefore, a great opportunity for Italian manufacturers to meet not only American retailers and wholesalers but also ones from all over the world. The presence of our companies at this event is also of great importance since, on the American market, the quality bicycle sector is by far the most profitable and appreciated. Also this year, as at previous editions, the Italian collective will occupy one of the tradeshows most central positions, with a surface area of 550 m², divided into booths of 100 square feet (about 9 m²). Its participation will be strengthened by various promotional initiatives for the sector, organised by Ice in Los Angeles (www.italianbicycle.com).