Avon Tyres makes Milan comeback: new brand identity and product range
Avon Tyres revs back into action at EICMA with a bold new identity plus a full-throttle line-up for sport, cruiser, touring and classic bikes.
The Milan lights are set to shine a little brighter next week, because Avon Tyres is back at EICMA — the world’s biggest motorcycle exhibition — determined to make an impression.
After a one-year hiatus from the show floor (it last exhibited in 2023 when it joined the Goodyear family), Avon is returning not just with tyres, but with a refreshed brand identity and a serious global mission.
Riding under the banner “made to be different”, Avon is leaning into its maverick roots. The new look is underpinned by four headline products aimed squarely at distinct rider tribes:
- Cobra Chrome for cruiser, touring and custom riders.
- Spirit ST for sport-touring bikes.
- 3D Supersport for the hyper-sport crowd.
- Roadrider MKII for classic riders looking for modern tech with nostalgic looks.
On the stand, Avon will also showcase its wider lineup, including Trekrider, Speedmaster MKII, Safety Mileage, and Streetrunner, offering visitors what the company calls its “most comprehensive overview” of the motorcycle range yet.
Why Milan and why not the NEC - seeing as AVon was founded in the UK? Because EICMA remains the king of two-wheel trade shows. Last year the doors opened to over 600,000 attendees, with nearly 40,000 of them being industry professionals from 126 countries. That’s a big stage. And as Avon’s Motorcycle Europe Marketing Manager, Roberto Finetti, puts it, “EICMA brings the motorcycle world together like no other event … it is the perfect opportunity for Avon Tyres to connect with riders and industry professionals from across the globe.”
The brand’s return is also a statement of intent. Since re-joining the Goodyear family, Avon has been quietly repositioning itself for a global motorcycle audience — not just as one more tyre maker, but as a voice for riders who like a little character in their rubber. The “made to be different” is about finding a space in a crowded tyre market that often forgets who’s sat in the saddle.
On the public days of the show, there’s an extra twist: Avon’s ambassador, stunt-riding legend Rok Bagoros, will be on the stand for a signing session at 11:00 on Sunday, 9 November.
For riders, dealers and industry watchers, Avon’s Milan return will be about more than shiny stands and slick brochures. It’s about tyres built for real bikes and real roads, and Avon rebuilding its reputation.
We'll be keeping our eyes peeled next week, and will bring you the new look Avon brand as soon as we have some pictures!
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
