BMW leaves EICMA and Intermot: stop to trade fairs, the future is digital

The German manufacturer will no longer participate in major motorcycle shows and changes its communication strategy: targeted events and live web presentations

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The Coronavirus pandemic has changed the way we communicate, and digital platforms have become a priority for large companies, even motorcycle ones. No more stands in international trade fairs, but streaming on the internet to present new products.

From this aspect, BMW intends to go even further and leaves the EICMA in Milan and the Intermot in Cologne, the two most important trade fairs for two wheels. BMW announced that the two fairs no longer fall within their plans.

Trade shows seem to belong to the past, and BMW will present its innovations to specific groups of people in person or on digital channels.

The head of BMW Motorrad, Markus Schramm, explained this change in strategy: “This realignment of the communication strategy for new BMW Motorrad products and proposals includes internal formats within BMW Motorrad and the BMW Group, as well as external formats –  both live and digital – taking into account the respective defined requirements of different target groups and media genres. Our strategic communication realignment, in which we will make greater use of live and digital formats, will allow us to attract even more people to BMW Motorrad products and proposals worldwide in the future, in an optimal and targeted manner.

So we'll have to say good-bye to the pharaonic stands where you can touch the motorbike of your dreams, and be content with seeing them from the screen of your PC or mobile phone.

BMW has made the first move (although confirming its presence at local events), so if other manufacturers were to follow suit, salons would soon be forgotten.

 

Translated by Leila Myftija

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