Last year, BMW was one of multiple motorcycle manufacturers that announced its withdrawal from the upcoming EICMA and INTERMOT motorcycle shows. However, the German moniker has decided to prolong its decision and has just announced that it will no longer participate in any traditional trade fairs. 

The press release stated that “the traditional commitments at the two leading motor shows - EICMA in Milan and INTERMOT in Cologne, which were previously organised centrally by BMW Motorrad, will no longer apply.

Alternatively, BMW Motorrad will rely on virtual and privately hosted events to showcase its latest products and technology. The company added that, “By using our own trade fair-independent live and digital formats we cannot only time world premieres and product launches more flexibly, but it also enables more intensive interaction with all target groups as well as an increased information reach.” 

Though it's dropping out of the bigger shows, BMW did confirm that it would continue to attend regional events as well as consider “new formats”. We assume this means it will consider new and creative ways to introduce and showcase its products. Additionally, the statement said BMW Motorrad will also continue to present its product range to visitors at selected regional motorcycle shows and will be open to new formats.

The Head of BMW Motorrad, Dr. Markus Schramm, said “Our strategic communication realignment in which we make use of increased live and digital formats will enable us to inspire even more people worldwide for BMW Motorrad products and offers in the future and to approach them in an optimally targeted manner."