CategoryAuto & Automotive
Motor Bike Expo - MBE
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About this event
Motor Bike Expo (MBE) 2027 — The Motorcycle Show
Motor Bike Expo 2027 is the international motorcycle show in Verona, Italy, returning from 22–24 January 2027 at Veronafiere. Presented as a must-visit event for motorcyclists, customization enthusiasts, and lovers of unique bikes and products, MBE combines major industry presence with live experiences, show formats, and dedicated exhibition sectors.
The expo is positioned as the largest trade show dedicated to motorcyclists, with a strong mix of over 700 exhibitors, 34 motorcycle manufacturers, and world premieres. Attendees can explore innovations, new models, and distinctive customization trends across multiple MBE sectors and special areas designed for both mainstream brands and specialty segments.
What makes MBE different
- International motorcycle trade show experience: designed for an audience that includes motorcycling fans, customization culture, and industry decision-makers present through exhibitors and manufacturers.
- Multiple dedicated sectors: MBE highlights not only standard motorcycle categories, but also formats such as contests, awards, workshops, and specialized zones (e.g., “Distretto Ruote Piccole”, “Premium Selection”, and “Area Usato”).
- Manufacturers + customization + live shows: the event blends brand showcases with the creative side of motorcycling, including show programming and contest/premiation activities.
- Exhibition scale: the event references a very large footprint and a high volume of visitors, exhibitors, and press presence.
MBE sectors to explore
MBE organizes its offering across key areas that help attendees and trade visitors navigate the show based on their interests:
- Exhibitions (Esibizioni)
- Shows (Shows)
- Contests (Concorsi) and MBE Award
- Distretto Ruote Piccole (special district focused on smaller wheel categories)
- Premium Selection
- Workshop
- Area Usato (used items area)
Event scale (from official site information)
- Visitors: 180,000
- Exhibitors: 720
- Exhibition space: 120,000 m²
- Press: 800 journalists
Dates & location
Dates: 22–24 January 2027
Venue: Veronafiere
City/Country: Verona, Italy
Who attends (high-level audience)
Since MBE is presented as the international motorcycle show dedicated to motorcyclists and customization culture, the show naturally attracts a wide range of visitors that typically includes:
- Motorcycling enthusiasts and fans of unique bikes
- Customization-oriented attendees interested in custom builds and related brands
- Industry participants represented through manufacturers, exhibitors, and partners
- Press and media coverage linked to the show announcements and world premieres
Why MBE matters for industry presence
With manufacturer participation, world premieres, and a multi-sector exhibition structure (including contests, awards, workshops, and specialized districts), Motor Bike Expo is designed to deliver visibility for brands and products while engaging the motorcycling community through both exhibition and live program elements.
Official website reference: Motor Bike Expo 2027 | The Motorcycle Show (motorbikeexpo.it/en).
Data sheet
Motor Bike Expo – Event Attendee & Buyer Profile Analysis
Event Date: 22–24 January 2027 | Location: Verona, Italy | Event Status: Upcoming | Research Date: 2 July 2026
Event Overview
| Event Name | Motor Bike Expo (MBE) |
| Event Date | 22–24 January 2027 |
| Event Status | Upcoming |
| Venue | Veronafiere |
| City | Verona |
| State / Region | Veneto |
| Country | Italy |
| Organizer | Motor Bike Expo / Veronafiere hosting platform as shown on official event pages |
| Official Event Website | motorbikeexpo.it/en |
| Event Type | International trade show / exhibition / consumer-and-trade hybrid event for motorcycles and customization |
| Primary Category | Auto & Automotive |
| Secondary Applicable Categories | Retail, Logistics & Transportation, Industrial Engineering, Business Services |
| Audience Reach | Global / European-led buyer and enthusiast audience |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer for the 2027 edition. Prior-year official evidence: 180,000 visitors. |
| Attendance Data Reliability | Moderate for historical reference; current-year figure not yet confirmed |
| Main Purpose of Event | To showcase motorcycles, aftermarket products, customization, accessories, live demonstrations, and motorcycle industry networking and sales. |
About the Event
Motor Bike Expo (MBE) is an international motorcycle trade show held at Veronafiere in Verona. The official event site positions it as a major showcase for motorcyclists, customization enthusiasts, world premieres, live shows, contests, workshops, and sector-specific exhibitions. It combines product discovery with lifestyle and community engagement, making it one of the most visible motorcycle-focused events in Europe.
For suppliers, brands, distributors, retailers, and service providers, the event matters because it attracts motorcycle manufacturers, aftermarket companies, custom builders, accessory brands, media, and a large consumer audience with strong purchase intent. It is useful for lead generation, dealer and distributor outreach, sponsorship prospecting, category partnerships, and market intelligence on the motorcycle ecosystem.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Motorcycle manufacturers | OEMs, regional brands, electric motorcycle makers | Category, product, and partnership decision-makers | High-value for component, accessory, logistics, and co-branding suppliers |
| Aftermarket distributors | Parts distributors, importers, wholesaler networks | Sourcing and line-extension buying authority | Strong fit for accessories, wear parts, apparel, and consumables |
| Retail buyers / category managers | Motorcycle retailers, multi-brand dealers, e-commerce sellers | Assortment planning and purchasing | Relevant for accessories, helmets, apparel, maintenance products, and display solutions |
| Custom builders / workshop operators | Customization shops, fabrication studios, specialty garages | Hands-on product selection and specification influence | Important for niche components, tooling, paint, fabrication, and premium parts |
| Procurement and sourcing teams | OEMs, distributors, retailers, fleet operators | Supplier evaluation, negotiation, and contract management | Relevant for packaging, logistics, manufacturing inputs, and services |
| Racing and motorsport teams | Track teams, racing academies, performance specialists | Performance product selection and sponsorship influence | High relevance for performance parts, lubricants, telemetry, and apparel |
| Media and content creators | Trade media, enthusiast media, journalists, video creators | Influence on brand visibility and product coverage | Useful for PR, product launches, and awareness campaigns |
| Association leaders and club organizers | Rider clubs, federation bodies, event associations | Partnership and community activation influence | Relevant for sponsorship, memberships, and community products |
| Small business owners | Accessory resellers, workshops, local dealerships | Owner-led buying decisions | High relevance for SMB-friendly products, finance, and reseller programs |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Verona city | Local dealers, workshops, fans, media, suppliers | Medium | Local and regional attendance is supported by venue proximity and event accessibility. |
| Veneto region | Regional dealerships, distributors, service providers, brands | High | Strong motorcycle retail and manufacturing corridor access. |
| Northern Italy business hubs | Milan, Brescia, Bologna, Turin, Padua, Modena | High | These hubs contain OEMs, suppliers, media, and affluent retail audiences. |
| Rest of Italy | National audience of riders, dealers, brands, and service firms | High | The event has clear nationwide brand recognition. |
| Europe | Motorcycle brands, distributors, and media from nearby European markets | Medium to High | International draw is likely due to the event’s scale and exhibitor mix. |
| Global / international | Select manufacturers, media, and premium brands | Medium | Best supported by the event’s international positioning rather than a current-year list. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Global | Primary classification | The event is internationally positioned, though its strongest commercial base is Europe and Italy. |
| Secondary reach | European-led, with national Italian depth | Exhibitor and visitor mix indicates meaningful cross-border relevance for motorcycle brands, distributors, and media. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Ducati | Motorcycle OEM | Potential buyer of components, event partnerships, premium activation, and aftermarket relationships | ducati.com | Procurement Director, Brand Partnerships Manager, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| Piaggio Group | Motorcycle / mobility manufacturer | Relevant OEM ecosystem participant for motorcycles, scooters, parts, and brand exposure | piaggiogroup.com | Category Manager, Sourcing Manager, Marketing Director | Strong Market Fit, Attendance Not Confirmed |
| KTM | Motorcycle OEM | High relevance for performance parts, racing, and dealer relationships | ktm.com | Procurement Manager, Racing Operations, Product Marketing | Strong Market Fit, Attendance Not Confirmed |
| BMW Motorrad | Motorcycle OEM | Relevant for premium accessories, touring gear, and dealer/network engagement | bmw-motorrad.com | Dealer Network Manager, Category Manager, Partnerships Director | Strong Market Fit, Attendance Not Confirmed |
| Yamaha Motor | Motorcycle OEM | Potential buyer and exhibitor-side partner for motorcycle product launches and distribution | yamaha-motor.eu | Product Manager, Procurement Lead, Dealer Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Honda Motor Europe | Motorcycle OEM | Strong fit for retail, accessories, and brand activation opportunities | hondanews.eu | Sales Operations Director, Category Manager, Communications Manager | Strong Market Fit, Attendance Not Confirmed |
| Harley-Davidson | Motorcycle OEM / lifestyle brand | Relevant for premium custom culture, accessories, apparel, and dealer network | harley-davidson.com | Dealer Development, Merchandising Director, Partnerships Manager | Strong Market Fit, Attendance Not Confirmed |
| Pirelli | Tires / automotive supplier | Relevant to motorcycle tires, performance, motorsport, and OEM fitment | pirelli.com | Product Manager, Regional Sales Director, Procurement Lead | Strong Market Fit, Attendance Not Confirmed |
| Continental | Mobility / tire / components supplier | Potential buyer for motorcycle-related tire and component programs | continental.com | Category Manager, Sourcing Director, Business Development Manager | Strong Market Fit, Attendance Not Confirmed |
| Dainese | Protective gear / apparel | High relevance for apparel, safety gear, retail channels, and sponsorships | dainese.com | Merchandising Manager, Product Manager, Sales Director | Strong Market Fit, Attendance Not Confirmed |
| Alpinestars | Motorcycle apparel / protective equipment | Strong buyer relevance for retail, distribution, and premium motorcycle community marketing | alpinestars.com | Category Manager, Brand Director, Channel Sales Manager | Strong Market Fit, Attendance Not Confirmed |
| Bosch | Automotive / electronics supplier | Potential fit for motorcycle electronics, diagnostics, and connected mobility solutions | bosch.com | Procurement Manager, Product Marketing Manager, Solutions Sales Lead | Strong Market Fit, Attendance Not Confirmed |
| Magneti Marelli | Automotive components supplier | Relevant to performance parts, electronics, and aftermarket supply chains | marelli.com | Sourcing Manager, OEM Sales Director, Product Manager | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Procurement Director | Procurement | Executive / Director | Owns supplier strategy and sourcing across OEMs, retailers, and distributors. |
| 2 | Strategic Sourcing Manager | Supply Chain / Procurement | Manager | Evaluates vendors for accessories, components, packaging, and services. |
| 3 | Category Manager | Merchandising / Procurement | Manager | Core decision-maker for assortment, pricing, and brand selection. |
| 4 | Product Manager | Product / R&D / Marketing | Manager | Influences launches, feature priorities, and supplier requirements. |
| 5 | Sales Director / Channel Sales Manager | Sales | Director / Manager | Owns dealer, distributor, and reseller growth. |
| 6 | Operations Director | Operations | Director | Relevant for event operations, fleet, logistics, and retail execution. |
| 7 | Dealer Development Manager | Channel / Sales | Manager | Important for franchise, retail network, and distributor expansion. |
| 8 | Brand Partnerships Manager | Marketing / Partnerships | Manager | Useful for sponsorships, collaborations, and co-marketing. |
| 9 | Merchandising Director | Retail / Merchandising | Director | Critical for apparel, accessories, and product display strategy. |
| 10 | Media / Communications Manager | Marketing / PR | Manager | Supports launch coverage and event amplification. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Automotive | Directly aligned with motorcycle OEMs, parts, and mobility brands | OEMs, dealers, aftermarket suppliers |
| 2 | Retail | Motorcycle retail, category management, and merchandising are central | Retail buyers and buying managers |
| 3 | Wholesale | Distributors and wholesalers are core channel participants | Importers, wholesalers, distribution heads |
| 4 | Import & Export | International product sourcing and channel expansion are highly relevant | Cross-border distributors and sourcing teams |
| 5 | Logistics & Supply Chain | Movement of parts, inventory, and event materials is critical | Operations, logistics, procurement |
| 6 | Consumer Goods | Accessories, apparel, and lifestyle products drive purchases | Category managers and brand teams |
| 7 | Apparel & Fashion | Riding apparel, helmets, and lifestyle gear are important product lines | Merchandising, product, and brand managers |
| 8 | Design | Customization, industrial design, and product aesthetics are central themes | Custom builders, product design teams |
| 9 | Marketing & Advertising | Brands use the event for launches, sponsorships, and media exposure | PR, partnerships, and campaign leads |
| 10 | Business Supplies & Equipment | Workshop tools, displays, and operational equipment are relevant | Facilities and operations buyers |
| 11 | Information Technology & Services | Dealer systems, e-commerce, and CRM support buying journeys | Digital commerce and IT leaders |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | 180,000 | Historical / prior-year evidence | Official event website prior-edition metrics | Not a confirmed 2027 attendance figure. |
| Exhibitor count | 720 | Historical / prior-year evidence | Official event website prior-edition metrics | Current-year exhibitor count not publicly confirmed in provided source text. |
| Buyer / attendee count | Not publicly confirmed | Confirmed unavailable | No organizer-published current-year buyer count found in source text | Use lead-quality and exhibitor count as proxies. |
| Speaker count | Not publicly confirmed | Confirmed unavailable | No verified count in provided source text | Agenda exists, but count is not stated in the source text. |
| Sponsor count | Not publicly confirmed | Confirmed unavailable | Official site lists partners but not a count | Useful only as directional evidence. |
| Exhibition area | 120,000 sqm | Historical / prior-year evidence | Official event website prior-edition metrics | Indicates scale and exhibitor depth. |
| Journalists / media | 800 | Historical / prior-year evidence | Official event website prior-edition metrics | Supports PR and visibility potential. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Motorcycle products | Launches, assortment updates, brand discovery | Product demos, dealer meetings, launch announcements | OEM parts, accessories, accessories distribution |
| Customization | Specialty parts, bespoke components, fabrication | Showcase live builds and custom solutions | Aftermarket kits, fabrication tools, materials |
| Retail sourcing | Margin, stock availability, sell-through | Book retail and distributor meetings | Merchandise, display systems, wholesale programs |
| Performance and racing | Durability, speed, safety, competitive edge | Target race teams and performance shops | Tires, lubricants, telemetry, protective gear |
| Brand partnerships | Visibility, co-marketing, sponsorship | Network with OEMs, media, clubs, and influencers | Sponsorship packages, event services, PR support |
| E-commerce and digital commerce | Online conversion, inventory sync, CRM | Meet digital buyers and platform teams | PIM, e-commerce, marketplaces, analytics |
| Media exposure | Coverage, product stories, launches | Leverage press presence and social amplification | Media kits, content production, PR services |
| Workshop operations | Tools, consumables, service efficiency | Target service centers and repair operators | Workshop equipment, supplies, facility support |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | Strong alignment with motorcycle OEMs, distributors, retailers, and aftermarket buyers. |
| Decision-maker availability | High | Procurement, sales, product, and category leaders are likely present across exhibitor and visitor segments. |
| Data collection potential | High | Official exhibitor list, agenda, and partner pages support list-building and prospecting. |
| Apollo targeting potential | High | Clear industry and title filters exist for OEMs, retail, wholesale, and supply chain roles. |
| Geographic targeting potential | High | Italy and Europe can be targeted precisely, with global OEM names also available. |
| Best outreach approach | High-touch outbound + event-based follow-up | Use exhibitor, sponsor, and speaker pages, then personalize by category and launch themes. |
| Overall lead quality | Very High | This event is well suited for B2B attendee list building and buyer profiling in the motorcycle ecosystem. |
| Best use case | Lead generation, distributor outreach, dealer targeting, sponsorship sales | Useful for suppliers selling into OEM, aftermarket, retail, logistics, and brand partnership channels. |
| Limitations / risks | Current-year attendance list not confirmed | Buyer-company identification must rely on official event listings, historical proof, and market fit. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Automotive; Retail; Wholesale; Import & Export; Logistics & Supply Chain; Consumer Goods; Apparel & Fashion; Design; Marketing & Advertising; Business Supplies & Equipment | Capture OEMs, distributors, retailers, and service providers relevant to MBE. |
| Departments | Procurement, Supply Chain, Operations, Sales, Product, Marketing, Partnerships | Focus on buying influence and commercial decision-making. |
| Seniority | Manager, Director, VP, CXO, Owner | Prioritize people with budget authority or strong influence. |
| Job titles | Procurement Director, Strategic Sourcing Manager, Category Manager, Product Manager, Sales Director, Dealer Development Manager, Merchandising Director, Partnerships Manager | Align outreach with role-specific purchase and partnership needs. |
| Geography | Italy; Veneto; Northern Italy; Europe; United Kingdom; Germany; France; Spain | Match the event’s strongest buyer and exhibitor catchment areas. |
| Employee size | 11–50, 51–200, 201–500, 501–1,000, 1,000+ | Covers SMB dealers through large OEMs and brands. |
| Keywords | motorcycle, motorcycle accessories, aftermarket, dealer, distributor, OEM, custom, racing, apparel, parts, mobility | Find event-relevant businesses and functional teams. |
| Company type | Privately held, public company, subsidiary, franchise network | Useful for both direct brand targeting and networked retail models. |
| Technologies | E-commerce, CRM, ERP, PIM, analytics, dealer management systems | Relevant for digital commerce and retail operations outreach. |
Suggested Apollo Search Logic: (Automotive OR Retail OR Wholesale OR Import & Export) AND (motorcycle OR accessories OR aftermarket OR dealer OR distributor OR OEM OR custom OR racing) AND (Procurement OR Sourcing OR Category Manager OR Product Manager OR Sales Director OR Partnerships) AND location filters for Italy, Europe, or target export markets.
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Motor Bike Expo Official Website | Official organizer / event website | Event dates, venue reference to Veronafiere, Verona, event description, exhibitor list, program, and historical metrics | Very High |
| Official event homepage text provided in prompt | Primary source excerpt | 2027 date range, 180,000 visitors, 720 exhibitors, 120,000 sqm, 800 journalists, and international trade show positioning | Very High |
| Veronafiere | Venue / host venue website | Venue identity and Verona event-location context | High |
| Official site pages: Exhibitor List, Program, How to arrive, Press | Event subpages referenced in official navigation | Confirmed existence of current event information sections and attendee utility pages | High |
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Tell us your work email and our AI instantly builds a buyer list matched to Motor Bike Expo - MBE — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
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