At Digitally Charged, we know how important it is for our clients to understand the difference between what they’re trying to say to existing and potential customers, and what those audiences actually think. That’s why we’ve developed an all-new tool called Pitwall.
The ultimate listening device.
Pitwall goes further and works harder than any other monitoring software you might have used for your brand before. Thanks to industry-leading techniques, developed in house by our team of professional software developers, we have the ability to listen to everything that’s being said about you.
Videos presented by independent vloggers and influencers, the comment sections of those videos, forum posts, social media posts, web news and the seemingly endless stream of information and chatter are all collated, measured and presented to you, with summary notes and guidelines written by motorcycle industry marketing and communications professionals. Pitwall is the ultimate study of keywords and mentions, and it can enhance and maximise your existing digital strategy.
Watching EICMA 2026.
As a demonstration of this new-found ability, we set our sights on EICMA in Milan and deployed the full suite of tools. From the moment the covers were pulled back on the first new bike until the moment you read this line, Pitwall has traced, tracked and recorded everything that’s been said online about everything we wanted to know. More than 80 product launches, digitally digested and laid out for you to understand, equals over 2,700 YouTube videos watched, almost 300 hours of footage and more than 80 million views.
We know the sentiment of all of those videos. We also know exactly what the audience thinks of that content, thanks to more than 41,000 comments made by viewers.
Beyond video, we’ve been in every forum, scraped every Reddit post and logged every single social media post, so we can tell you how well you’ve performed, what your audience really thinks and how you can improve the reach and volume of what you say next.
There are hundreds of hours’ worth of work in a Pitwall report: measuring tone, calculating sentiment and then making recommendations that not only improve your digital performance, but also ensure that you’re getting maximum digital ROI.
So who ‘won’ EICMA 2026?
We wanted to share a peek at what Pitwall can do, and can tell you who ‘won’ EICMA 2026. According to the data, the Suzuki GSX-10R performed the best. With 3.4 million views across 111 videos, it certainly landed well with the media. The positivity continued in the comments, with the warmest reaction of any major launch from almost 2,500 comments. Riders loved the design and the performance, and many think the price looks fair. Suzuki was also the most-liked brand on social during the show: posts about Suzuki on X and LinkedIn drew almost 15,000 likes, more than any other manufacturer.
The all-new Honda Fireblade also performed incredibly well, with 3.6 million views from 121 videos and a clearly positive reaction. Riders talked about its looks, its performance and its racing pedigree.
It wasn’t all sports bikes, though. The Royal Enfield Himalayan 750 was the most-watched launch of the whole show, with 7.9 million views across 103 videos and nearly 4,000 comments. Opinion is split: heritage, premium feel and the ownership community win praise, while design details, weight and price draw the doubts. It was the most talked-about bike, but it wasn’t the most loved.
Best-loved overall? That’d be the Ducati Diavel V4. While it drew a smaller digital audience, at 409,000 views, it had the most positive reaction of any launch with more than 100 comments. That means more people saying positive things, which means a more convertible audience. And with our audience data, we can tell you how old they are, where they live and what else they’re interested in.
What it means for your next launch.
For each manufacturer, we can validate which launches landed well, what riders loved, what put them off and how they compared with their rivals. All of this vital information can be used to shape messaging ahead of the next phase of the product launch cycle. It could be the simplest of things that has been picked up by your target market that you need to address, or turn up the volume on. Pitwall allows you to pinpoint exactly what those things are.
The system is still running for EICMA, so the data is still building and is available to you if you’re interested. With Motorcycle Live just a few weeks away, we’ll be doing exactly the same there, and would be happy to build a Pitwall for you to listen from.
If you’d like to see what the world said about your launches at EICMA, or you’re interested in understanding what your audience thinks of your competitors, let’s talk.