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The 77th edition of the flagship trade fair for the European market’s two-wheel sector, EICMA (International Motorcycle and Accessories Exhibition), is powering up in Milan ready to open its doors from 5-10 November… and Motul will be present for every revolution of the many wheels on show, as one of its main focuses, the reveal of the new skin for the Powersport range!

The event attracts huge numbers of specialist exhibitors, trade visitors, fans and international media, and is therefore an important date in the dairy for both consumers and trade. With Powersport vehicles, and two-wheeled machines in particular, playing such an integral role in Motul’s past, present and future, it is the ideal place to discuss business, growth strategies and the support resources offered to allow businesses to become specialists in the field of high-end lubricants.

While at EICMA, Motul will reveal the design of new labelling for its Powersport range, with a special focus on the end-user. Visitors will be able to glimpse video, visuals and artwork for the new #EmpowerYourRide campaign. 

The updated range, available in 2020, features JASO standard T903:2016 and aims to increase leadership in this specialist market. Within its Powersport range Motul has a full line of products to cover all technologies for use in engines both for everyday and leisure activities, not to mention motor sports – all from a single source and coupled with premium support. Whatever the Powersport, Motul has the right product for it!

Already the acknowledged and successful brand leader within the bike market, Motul’s presence at EICMA will undoubtedly reinforce this message to its key target audience. On display in Motul’s booth (Hall 22 Stand S50) will be bikes representing some of the company’s most prestigious partnerships and involvements in the world’s leading two-wheel championships such as Suzuki and HRC.  

One of the most popular areas of the show for all bike fans is undoubtedly going to be the MotoLive arena. Already Official Lubricant Partner to the marque, Motul is partnering here with MV Agusta and the Italian brand’s official stuntman, Thibaut Nogues, will light up the place with fantastic pirouettes using MV Agusta’s Schiranna bikes…Italian fans will only add to the noise and excitement!

Motul’s technical experts will be available on the booth to explain more about the Powersport to visitors, and there will be several of the famous MotulSchool sessions for dealers and trade customers.  But ‘School’ is not the only way to learn about what Motul is doing at EICMA and beyond!  Connecting all activities, technical and commercial partnership, the Powersport range and the Motul booth, a QR Code contest will be run. Similar to a treasure hunt, visitors will be able to scan dedicated QR codes on the stands of MV Agusta, Suzuki and WorldSBK answer some questions before going to the next stage and finally ending up at the Motul booth to receive a prize.  It’s not just champions who win with Motul, everyone does!


Motul is a world-class French company specialised in the formulation, production and distribution of high-tech engine lubricants (two-wheelers, cars and other vehicles) as well as lubricants for industry via its MotulTech activity.

Unanimously recognised for 165 years for the quality of its products, innovation capacity and involvement in the field of competition, Motul is also recognised as the specialist in synthetic lubricants. As early as 1971, Motul was the first lubricant manufacturer to pioneer the formulation of a 100% synthetic lubricant for automotive engines, the 300V lubricant, making use of Esters technology and issued from the aeronautical industry.

Throughout the years, Motul has gained experience as an official supplier to many racing teams and manufacturers and contributes with them to further technological development in motorsports.

Motul is supporting those teams in international competitions such as: 24 Hours of Le Mans (cars and motorcycles), FIA World Endurance Championship, Super GT, Drift, MotoGP, World Superbike, World MX, Endurance World Championship, Supercross, IOM TT, Rallycross, F1 Boat and scores of others.