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BMW Motorrad has announced it will no longer participate in large trade shows

Expect everything to be digital from here on out.

BMW M 1000 RR

The recent months have proven to us that despite the severity of life’s challenges, the human spirit cannot be defeated. COVID-19 has forced everyone, including the folks who drive the motorcycle industry, to innovate and adopt new ways of doing things. We had to say goodbye to large events, and we had to make do with smaller riding groups. 

Interestingly, the shift to digital has forced many manufacturers to get creative and find ways to efficiently and effectively connect with their customers. BMW Motorrad, in particular, has been doing pretty well for itself with quite a number of digital launches resulting in success. That said, moving forward, BMW has announced that it will be gearing its initiatives towards more digital and virtual product launches and presentations, as opposed to participating in actual trade shows and events.

BMW M 1000 RR

That said, the folks at BMW Motorrad have determined that holding events online can be more efficacious than that of actual events. Understandably so, as guests and participants can access all the information they need about a new product in real-time and with the tap of a finger. For those of you who enjoy events like EICMA, or locally, the Inside Racing Bike Fest, unfortunately, BMW will opt out of participation in the foreseeable future.

“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,"

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