Midland Wrapped 2024: Our Year Together
As the year draws to a close, it’s time to pause and reflect on the journey of 2024, a year defined by two key words: history and innovation.
This year marked Midland’s 65th anniversary, the launch of the Midland Museum, and the beginning of our Midland Stories project, where we explored both our past and yours.
At the same time, 2024 saw the release of many exciting new products, our participation in major international fairs, the establishment of new partnerships with influencers, and the strengthening of existing ones. It’s been an incredible year for the Midland team, and none of it would have been possible without you—our community!
That’s why, this year more than ever, we want to take a moment to revisit the journey we’ve shared together.
65 Years of History
Sixty-five years may sound like a long time, yet they seem to have flown by. Perhaps it’s because of the countless adventures we’ve experienced—and those you’ve shared with your loyal Midland devices.
In 2024, we reached a significant milestone, which we celebrated with a logo redesign and the return of a legend.
The new logo features a modern font, a more dynamic and contemporary look, and an enhanced emphasis on the iconic “M” you hold so dear. It’s a fresh image that reflects Midland’s growth, values, and constant evolution.
But what’s a milestone without a star? For us, that star was the return of the Alan 48, the legendary CB radio that has been part of so many incredible journeys and stories.
At 38 years young, the Alan 48 remains more relevant than ever. In 2024, we launched a limited edition of this iconic device, bringing it back for a select group of devoted fans.
The Midland Museum and Midland Stories
What makes us strong is the foundation of our history. One of our proudest achievements this year has been the creation of the Midland Museum, a virtual space that retraces the most significant milestones in our journey.
From iconic products to the latest innovations—and, of course, your unforgettable stories filled with memories and experiences—we’ve covered it all.
Starting in a Kansas City garage in 1959 and expanding to Reggio Emilia in the 1970s with the founding of CTE International, our first European branch, Midland’s story is one of innovation and groundbreaking achievements. From the Alan K-350B, the first homologated CB, to the Alan 33, the first portable CB, the Alan 434, and the BT2, the first motorcycle-to-motorcycle intercom, our journey has been marked by many firsts.
Amidst these milestones are your stories: tales of finding love via the Alan 48, forging friendships, and traversing thousands of kilometers as truckers, recognizing colleagues only by their voices.
The Midland Stories map is ever-growing, and we can’t wait to see what new tales it will hold in the coming years!
From Motor Bike Expo to EICMA: 13 International Events
Trade fairs are pivotal moments for us. They allow us to meet not only innovative partners but also our community, including future bikers, campers, and truck drivers.
Our technical team is always on hand to showcase products and answer visitor questions. In 2024, we attended 13 international events across Italy, the Netherlands, France, Australia, Colombia, Spain, and Ecuador.
We kicked off the year at the Motor Bike Expo in Verona, the realm of motorcycles and 4x4s, followed by Motorbeurs, the largest motorcycle event in the Netherlands. In France, we participated in the Salon du 2 Roues in Lyon, a must-attend for motorcycle travelers, and in Colombia’s Feria 2 Ruedas and Spain’s Construmat, a key event for the construction industry.
Finally, in Italy, we couldn’t miss EICMA, the world’s most prestigious international two-wheel event. For Midland, EICMA is an essential occasion to unveil the year’s key innovations and preview exciting upcoming products in the motorcycle segment.
Additionally, our Midland Days events—meetups with bikers at the best specialty stores in Italy—took us across 8 regions, from north to south, offering hands-on product demonstrations and expert installation guidance.
The Future Is Now
At the past two editions of EICMA, we immersed visitors in Midland’s Cyberspace, showcasing the brand’s key innovations.
In 2024, our product launches were truly revolutionary. We introduced the G5 Pro, a new walkie-talkie designed for outdoor enthusiasts, blending over 60 years of Midland expertise and craftsmanship.
For the motorcycle world, we launched the BikePlay Guardian, a waterproof, capacitive touchscreen display that mirrors your smartphone, enabling safe, distraction-free riding. With front and rear cameras, it also provides comprehensive environmental monitoring.
Lastly, we unveiled Enerpump, a next-generation portable air compressor with a 4000 mAh battery. This versatile tool inflates tires in under a minute and doubles as a power bank for smartphones and tablets, ensuring you’re never stranded without power.
Telling Midland’s Story with Influencers
In 2024, we strengthened and expanded our partnerships with international influencers across various sectors.
These experts, enthusiasts, and professionals incorporate Midland products into their daily lives and share their experiences through their communities and the @midlandworld Instagram account.
Our selected influencers are true sector "gurus," such as Camperista Tech and 5 in Camper for amateur radio and camper products. For bikers, we collaborate with @andreacervonerider, @stefidem, @bikerflyy, @chapas_biker, and @viaggiarefaidate_motoeturismo.
In the outdoor segment, we work with @morollalessandro, @passidifotografia @_elisaperrone_ and @giovax_contents. Our team of influencers grows stronger every year, supporting Midland’s presence across international platforms.
Looking back and learning from the past is part of our DNA—but with our sights firmly set on the future. 2025 is set to be an incredible year, and we can’t wait to share it with you.
