MACBOR at EICMA 2024: Three new bikes, one concept and firm commitment to international expansion

The Bordoy Motorcycles Group’s own brand is once again present at the Milan International Motorcycle Show (EICMA) which expects to register, in its 81th edition, another record attendance.

MACBOR is heading to EICMA 2024 with three new bikes “designed in Barcelona”: a new version of its top seller, the Montana XR1 125 EVO and the prototypes of two other models, the Naked 125 Shifter EVO and the Custom Rockster 710.

By attending the prestigious Milan event, MACBOR is confirming its commitment to international expansion, the next phase of which will be its entry in France from January 2025.

Milan, November 5, 2024. – The Spanish firm MACBOR created by and for two-wheeled enthusiasts is once again attending the Milan International Motorcycle Show (EICMA 2024), with its own Stand O88 in Hall 13.

After having made its debut at the prestigious Milan event last year, MACBOR is once again at EICMA to continue its brand growth project. An ambitious program that consists of two major and inter-linked challenges:

• evolution of the product range with the firm commitment to its own design made in Barcelona;
• and, also, international expansion.

MACBOR is heading to this 81th edition of the Milan International Motorcycle Show with many interesting advances in a number of directions.

MACBOR UNVEILS 3 NEW PRODUCTS AND A CONCEPT AT EICMA

MACBOR will be present at EICMA 2024 with three new products and a concept that are a demonstration of the intense process of evolution in which the Barcelona-based firm is immersed.

• NEW Montana XR1 125 EVO (Model year 2025): after presenting a completely updated version of this top seller at the last EICMA 2023, both in terms of design and components, MACBOR is once again evolving the flagship of its 125 range by presenting a new version, the Montana XR1 125 EVO that includes major upgrades such as ABS, TCS and connectivity.
• NEW Shifter EVO 125 (Prototype): with this Naked bike designed in Barcelona, MACBOR intends to be re-enter the important Street 125 segment where it had already achieved good results with its previous Shifter and Stormer models.
• NEW Rockster 710 (Prototype): after the presentation of the Rockster 410 at the last edition of EICMA, MACBOR is continuing the Rockster “saga” at EICMA 2024 with this new “710” version. The Rockster 710 is yet more tangible proof of MACBOR’s firm commitment to the mid-displacement market and specifically to the Custom segment. An iconic and rising segment in which MACBOR expects to carve out a niche.
• New Rockster 410 Bobber (Concept): a striking exercise in style made from the standard Rockster 410 that already became a reality in Spain and Portugal this year. This concept highlights the attention to the latest trends and the unmistakable spirit of the firm famed for “Motorcycles with soul from Barcelona“.

These three new products and the concept presented at EICMA 2024 demonstrate the firm commitment of the Barcelona- based firm to the development of its own design to achieve unique motorcycles in accordance with the unmistakable personality of the brand and also its desire to consolidate its position in the medium displacement segment where MACBOR is already present with its Trail Montana XR5, the Street Eight Mile 500 and the new Rockster 410.

MACBOR: TAKING A FIRM STEP TOWARDS INTERNATIONAL EXPANSION
Backed by the significant success achieved in Spain since 2017 and the first positive export experience to Portugal since 2021, MACBOR took the first steps in its ambitious international expansion project at EICMA 2023. Today, the Spanish firm is returning to the Milan Motor Show with the same determination to secure future international partners and with one important new focus: the confirmation of its entry in the French market from next January 2025.

MACBOR will begin operations in the country with MB Motor France, the French subsidiary of the Motos Bordoy Group, which announced this important news on October 31 (read press release here). The entry into the demanding French market, one of the most important in Europe, is a major milestone in this expansion process and will, of course, boost the confidence of future MACBOR partners in other markets.

MACBOR will address all its potential distributors with the same formula through which it has established itself as a benchmark in the Iberian market:

• Unique personality.
• Attractive and competitive product range.
• Solvent service both professionally and individually.

MACBOR is furthering its commitment to this formula to continue building a different, solid brand at an international level. It will do so with a solvent and reliable business project that has all the safeguards provided by the Motos Bordoy Group, owner of the MACBOR Brand. A leading group in the Spanish motorcycle world with more than 50 years of history.

MACBOR: “MOTORCYCLES WITH SOUL FROM BARCELONA”

MACBOR’s stand at EICMA 2024 (Stand O88, Hall 13) will once again carry two fundamental messages:

• “Motorcycles with soul from Barcelona”.
• “We are bikers and we work for bikers”.

This is because, at MACBOR, the passion for motorcycles is authentic and experienced on a daily basis. And all the motorcycles that MACBOR offers are the result of this passion. They are designed by bikers, for bikers and share a common DNA: design, excellent value for money and a unique personality to achieve what the brand calls “motorcycles with soul”.

After an initial phase of product conception in OEM mode in which MACBOR developed its products from existing platforms in collaboration with important international manufacturers, the Barcelona-based firm has embarked on a new path since 2021 that involves “made in Barcelona” design. The first results of this new phase are the Montana XR1, Rockster, Rockster Flat and the new Rockster 410 presented at the last edition of the Milan Motor Show. Since 2017, the three 125 cc models have been the brand’s top sellers and in 2023 they were presented completely renewed and with a design that makes them unique in the motorcycle industry. Meanwhile, the Rockster 410 just arrived on the market last August and, thanks to its excellent performance-quality-price ratio, it is expected to set new benchmarks in the segment.

Hence the slogan that MACBOR has chosen to present itself at this new edition of the Milan International Motorcycle Show and address its future international partners: “MACBOR, motorcycles with soul from Barcelona”.

ABOUT MACBOR

From a project to reality
Originally developing children’s motorcycles for beginners and competition in 1999, MACBOR then entered, in 2017, the market of lightweight geared motorcycles (125/250 cc) and after only 3 years managed to position itself as a leader in its segment. That same year (2020) MACBOR made the leap into medium displacement with the launch of its Trail, Montana XR5 500 and then consolidated its presence in that market with the Eight Mile 500 Street and Scrambler and the recent Rockster 410. In 2021, it also entered the Portuguese market as the first step in its international expansion.

Thanks to the excellent value for money of its products and after-sales service, as well as the strong personality of its brand and its outstandingly authentic contact with its customers, MACBOR has established itself as a major player in the motorcycle market.

Much more than a motorcycle brand, a lifestyle
MACBOR is much more than a motorcycle brand. MACBOR arose from the vocation of motorcycle enthusiasts with more than 50 years of history. It is a very particular way of understanding and living life: happiness on two wheels.

Since its launch in 1999, MACBOR has transcended beyond simply being a motorcycle brand. It has created a community of more than 13,000 proud users and owners who share a unique way of life: the passion for and on two wheels. MACBOR reflects the essence and vocation of all the company’s workers, passionate about motorcycles who take care of every aspect down to the smallest detail: design, R+D, brand experience and after-sales service.

A Motos Bordoy Group success story
MACBOR is the Motos Bordoy Group’s own brand, a major player in the motorcycle market in Spain. With more than 50 years of history and an enviable track record that has developed in parallel with the evolution of the motorcycle industry in the country, the MOTOS BORDOY Group is a solid, dynamic business group that today represents one of the most important companies in the Spanish motorcycle market, with a market share of 8%.

The MOTOS BORDOY Business Group currently combines three lines of business.

• It is the sole importer of SYM, NIU in Spain, and QJ MOTOR and KOVE in Spain and Portugal.
• In Barcelona, it is the exclusive dealer of MV Agusta, Indian Motorcycles and Husqvarna Motorcycles in addition to the other four brands.
• And since 1999, it has had its own brand, MACBOR which, after a successful marketing experience in Spain and Portugal, is now immersed in an ambitious project of international expansion.

MOTOS BORDOY began its journey in 1971 with a motorcycle shop in Barcelona set up by one of the best-known names on the national motorcycling scene, Jaime Bordoy, a passionate rider with several Spanish championships in his track record with an exceptional commercial vision. Ten years after its inception, MOTOS BORDOY began to act as a distributor and importer representing renowned motorcycle brands such as Malaguti, Cagiva, Ducati, MV Agusta and Husqvarna Motorcycles, among many others. It also operated in the accessory sector by successfully launching its own brand of technical motorcycle clothing XC-TING (from 1999 to 2008).

The growth of MOTOS BORDOY has gone hand in hand with that of the motorcycle industry itself in Spain. After more than 50 years of history, MOTOS BORDOY has become a solid, dynamic business group that despite its constant evolution and growth remains totally faithful to its identity: passion for motorcycles and proximity.

In 1999, motivated by the extensive experience gained until then in the two-wheel world, MOTOS BORDOY decided to go one step further by setting up its own motorcycle brand: MACBOR.

More Info

• Official Website: macbor.com
• Email: press@motosbordoy.com

INFORMATION ABOUT MODELS AND MACBOR NEWS AT EICMA 2024
At Stand O88 in Hall 13 at EICMA, MACBOR will showcase 13 models, including the 7 in the range currently being marketed in Spain and Portugal, as well as the 4 new ones that will be unveiled at the show.

Adventure

• Montana XR1 125 EVO (New Eicma 2024 – MY 2025)
• Montana XR3 250
• Montana XR5 510
• Montana XR-E (Prototype)

Custom

• Rockster 125
• Rockster Flat 125
• Rockster 410
• Rockster 410 Bobber (New Eicma 2024 – Concept)
• Rockster 710 (New Eicma 2024 – Prototype) Street
• Street Fun 125
• Shifter 125 EVO (New Eicma 2024 – Prototype)
• Eight Mile 125 LC
• Eight Mile 500 Scrambler

EICMA 2024 NEWS

(NEW MODEL) Montana XR1 125 EVO. The MONTANA XR1 is a100% representation of the MACBOR spirit: adventure, freedom and passion for motorcycles. Launched in 2017, it broke new ground by opening up the ADVENTURE segment into the 125cc motorcycle market and its exceptional reception made it a top seller at MACBOR. After presenting a completely renewed version in terms of both design and components at the last EICMA 2023, MACBOR is once again evolving this flagship of its 125 range by presenting a new “EVO” version.

The most outstanding evolutions of the Montana XR1 125 EVO are:

• a more powerful 125 cc 4-valve 4-stroke single-cylinder engine, which now allows for a maximum permissible power at 125.11 kW (14.7 hp);
• a 5″ TFT display with mirroring connectivity for mobile devices;
• front wheel with rim of larger diameters, ranging from 17″ to 18″;
• ABS;
• TCS traction control;
• It is available in four colors (White, Red, Blue and Black) and offers the option of aluminum cases.

The Montana XR1 125 EVO, one of the first outcomes of MACBOR’s commitment in 2021 to its own “Made in Barcelona” design, stands out for its personality. Some of the features that make it unique are: its fine-detailed finishes, the sharp, slender lines of its design and the personality of several components such as the characteristic front light cluster, the modern front without a duckbill and the aerodynamic boomerang-shaped side covers. The Montana XR1 125 EVO is a true Trail bike thanks to its ergonomics, comfort, performance and quality, making it exceptionally versatile, both on and off road. It is scheduled to be launched next spring.

(PROTOTYPE) Shifter EVO 125. If in 2020 in Spain, MACBOR was able to position itself as a leader in the eight-litre walking motorcycle market, it was also thanks to the sales of its Street range, which at that time had two models: the Stormer and the Shifter. Today, MACBOR continues to operate in the important Street 125 segment and at EICMA 2024 is presenting an exclusive new model that boasts its own “made in Barcelona” design: a prototype of the new Shifter EVO

125. This completely updated version of the Shifter shines in Milan with its own light in a striking red color. Its attractive design stands out for its personality and sporty character: among its differentiating features, its aggressive front and rear light cluster, as well as the sophisticated side spoilers, are especially striking.

In terms of equipment, the new Shifter EVO features a 4T 4V water-cooled single-cylinder engine, with a maximum power of 11 kW (14.7 hp). Among its attractive lines – sporty and elegant at the same time, we find all the latest technology: ABS braking system, traction control (TCS) for maximum safety and a dashboard that has a striking 5″ TFT and “mirroring” connectivity.

(CONCEPT) Rockster 410 Bobber. This concept is another of the ‘surprises’ that MACBOR has in store at EICMA 2024. It is an exercise in style that demonstrates MACBOR’s attention to the Custom segment and the latest trends. True to its mission of proposing “motorcycles with soul”, the Spanish firm is offering this free interpretation of the existing Rockster 410: in the form of certain tweaks such as the slightly lower seat height and the color, in this case the striking Desert Beige tone, the new Rockster 410 sports a look worthy of the attention of lovers of Custom and customizations.

(PROTOTYPE) Rockster 710. This model is also an exclusive new feature at EICMA 2024. With a 4T, 8V twin-cylinder 698 cc and 56 kW (75 hp) engine, the new Rockster 710 takes MACBOR’s Custom range to a higher level, both in terms of performance and equipment. With a striking maroon hue, this new “710” version combines the neo-retro shapes of the Rockster saga with the latest safety technology (it has ABS, TCS) Full LED lighting and a 90 mm diameter TFT circular dashboard with mirroring connectivity.

ADVENTURE RANGE

Montana XR3 250. The big brother of the XR1 (and the intermediate step before moving up to the XR5) is equipped with a 249.2cc 4-valve 4-valve single-cylinder engine and has all the equipment/technology to meet the needs of a light Trail. This version of the XR1, which is not currently available in the Iberian market, represents a solution from the Barcelona firm for those markets where this type of displacement carries more weight.

Montana XR5 510. MACBOR’s first medium-displacement twin-cylinder model debuted in late 2021 and was updated in 2023 to continue to shine in the demanding medium-displacement Trail market, of which it was the leader in 2020 after its official launch in July of the same year. In addition to its well-known virtues (versatility, power, lightness and excellent value for money) since its last update, a more powerful engine, a renewed instrumentation (TFT) and a slipper clutch have been added. Hence, the MACBOR Montana XR5 remains one of the most powerful bikes in its category, with a 498 cc, 8-valve, EFI, liquid-cooled twin-cylinder engine, which delivers 47 hp at 8,500 rpm. To highlight all the virtues of its Montana XR5, MACBOR, faithful to its unmistakable biker and adventurous spirit, has held the second edition of the Montana Experience-after the first edition, held in 2018 (https://www.youtube.com/watch?v=5qV1jBErcJA)- which has run through 700 km of tracks and roads through the charming lands of the Maestrazgo to enjoy biking and adventure once again, this time on the back of the MACBOR Montana XR5 2021. Go here to view the official video of the Montana Experience 2021: https://youtu.be/yR2nvgIdQnY.

The MACBOR Montana XR5 led by the Dakar rider and brand ambassador, Gerard Farrés, has achieved for the third consecutive year a podium finish in one of the most recognized categories at the Enduro festival par excellence: the Bassella Race 1. After finishing third in the 2022 and 2023 editions, in 2024 the Montana XR5 came second, its best result to date.

Once again, the MACBOR Montana XR5 ridden by Dakar’s Gerard Farrés has prevailed over motorcycles with a larger displacement and, in most cases, with a higher level of training. Not surprisingly, the MACBOR team has focused on working mainly on the suspensions, brakes, exhaust, tires and lightening of components – dispensing with superfluous elements focused on comfort – to achieve better performance in off-road conditions.

But Gerard Farrés and the MACBOR Montana XR5 have not only had to face bikes with larger displacement and in many cases with a deeper level of preparation, they have also fought with riders of the stature of five-time Enduro World Champion Iván Cervantes (Triumph), the 2018 Junior Superenduro World Champion Kevin Gallas (Yamaha) and eventual winner of the 2024 Basella Race, the Dakar veteran Joan Pedrero (Harley Davidson), the Spanish Maxitrail champion in 2023 Toni Povedano (BMW), Jordi Quer (KTM) and Alfredo Gómez (Rieju), among others.

Montana XR-E. Presented at the previous edition of EICMA, this motorcycle is the 100% electric version of the best-selling Montana XR1. This model demonstrates the attention of the Barcelona-based firm to new mobility trends and needs.

STREET RANGE

Fun 125 Plus. The “small” Naked of MACBOR’s Street range demonstrates the constant attention to the latest trends and the effervescence of the young Barcelona brand. The most characteristic feature of the Fun 125 Plus is its 14-inch wheels that give this model some truly peculiar dimensions and a unique appearance. The 125 cc air-cooled 4T engine, the inverted fork in the front axle and the weight of 118 kg make this model a versatile, fun bike of surprisingly high performance. The “small” MACBOR Naked also boasts an attractive design with highly sporty lines and modern technology (Full LED light cluster and digital speedometer).

Eight Mile 125 LC. A passport to freedom, fun and style to enjoy the day to day making a difference, but without sacrificing an iota of its practicality. This model, which debuted in 2019, was renewed in 2023 in terms of accessories and design. Today, this “Charming Street” is now equipped with a water-cooled 124.2 cc engine that delivers 9,500 rpm/12.64 hp and 7,500 rpm/9.6 Nm maximum torque.

In terms of chassis, the Eight Mile 125 LC boasts a highly balanced package that has a rear monoshock with a CBS combined linkage and braking system, and offers a really fun dynamic performance.

Its distinctly retro aesthetic includes many nods to the classic style such as the striking headlight protector, the saddle upholstery with a classic embossed diamond pattern – which includes the brand’s logo engraved on the sides – and the number plates with an 8 that gives it so much personality.

The Full LED lighting and the LCD dashboard are part of the technological features of this model that makes its aesthetics and value for money part of its charm.

Eight Mile 500 SCR. The Eight Mile 500 SCR stands out for its neo-retro style, combining high-quality components, performance and price with the unmistakable MACBOR spirit: a bike with a soul designed by and for motorcycle enthusiasts. The Eight Mile 500 stands out for its image with a double exhaust pipe on the lower right side, the single- sided swingarm, the petal disc brakes and the minimalist floating-style license plate holder on the rear wheel. Its 498 cc multi-valve twin-cylinder engine with electronic injection that reaches 47 hp at 8,500 rpm does won’t go unnoticed either.

CUSTOM RANGE

Rockster & Rockster Flat 125. Same Custom spirit with two different styles. The Rockster and Rockster Flat are two emblematic models in the MACBOR range and have been, since their launch in 2017, the brand’s best-selling motorcycles. In 2023, a new version was released both with an updated design and components, as a result of the work by the MACBOR design studio in Barcelona. From attention to new design trends and fidelity to the traditional Custom philosophy, the best evolution of a classic was born. If the Rockster with its “cow horn” handlebar, a passenger seat with a padded backrest and flat-deck footrest was presented as the most classic Custom, the Rockster Flat, on the other hand, with its flat handlebars and a more transgressive design, was proposed as the most modern and rebellious version of the Rockster model.

Rockster 410. Presented at the previous edition of EICMA, the Rockster 410 represents another step forward for MACBOR in the mid-displacement market. It is the natural evolution of its little sister and is designed for all A2 users looking for a motorcycle with an authentic Custom spirit and a differential design. The Rockster 410 stands out thanks to its 4-stroke 8V instrumentation with connectivity, Full LED lighting and traction control system (TCS).

MACBOR RANGE: TECHNICAL SPECIFICATIONS