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ITALIAN ELEGANCE ON TWO WHEELS CONQUERS THE U.S. MARKET.
The entire motorcycle world, from industry to the press, from suppliers to consumers, from producers to the components industry, and from accessories to clothing, is to come together in Orlando, Florida, from 16 to 20 October in one great event. For the first time in the United States and North America, the motorcycle world will unite in AIMExpo , a huge fair dedicated to businesses and consumers alike. The event, to be held in a massive exhibition area of about 8,668 square metres that will host 379 exhibitors representing 11 countries, is the most important trade fair of its kind in the North American market and will have an international impact on the motorcycle community and industry.
As the exclusive agent for Italy at AIMExpo, the ICE-Italian Trade Promotion Agency has organised a group of 17 companies, bringing together the best of Italian manufacturing in an exhibition area of 180 square metres. A fitted stand, information/services centre and communications facilities will be made available to all the companies. In short, there will be every opportunity to explore and discover the excellence, quality, uniqueness and elegance of Italian products in the motorcycle sector. The U.S. market is highly concentrated and dominated by the historic Harley Davidson brand name, which alone controls 28% of the sector. The entire U.S. production of motorcycles includes about 60 companies with annual revenue of about 6 billion U.S. dollars. In 2012, imports of motorcycles towards the huge U.S. market grew by almost 22%, led by Japan, which accounted for about 52%, followed by Thailand with 11.3%.
It is precisely the excellence, quality, uniqueness and elegance of Italian-made motorcycles that has guaranteed Italy the position of third-largest supplier of motorcycles in the United States also for the first nine months of 2013, preceded only by the major manufacturers of Japan and Canada. The value of imports from Italy increased to 133[P1] million U.S. dollars from the 176 million the year before, and the market share rose to 9.6% from 7.9%. The performance of Italian exports is particularly positive considering that Italy does not export off-road motorcycles (dirt bikes), which represent the largest segment of the U.S. market, while the large Italian sector of mopeds is less widespread. Besides the excellence of the Italian-made product, these results are also fruit of the extreme attention that Italian companies pay to customer retention in the United States.
The performance of the spare parts and accessories sector is also positive for the Italian motorcycle industry: in the first few months of 2013, Italy was the fourth ranking supplier, preceded by Taiwan, China and Japan, with a turnover of 58 million U.S. dollars and a 7% market share. Motorcycle clothing is a particularly important segment, where Italian production is recognised as the most prestigious on the market and constitutes a "status symbol". Helmets, clothing and footwear products in Italy are characterised and recognised as inimitable because of their tradition, excellent craftsmanship and design.
[P1]Should this not be 233?