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BMW Motorrad has dramatically moved its new product launch strategy away from big industry events.

The company has decided that live and digital product presentation formats will increasingly take the place of trade fair appearances in the future. In particular, this means traditional commitments at the two leading European shows, EICMA in Milan and Intermot in Cologne, will no longer apply. 

However, BMW Motorrad will continue to present its product range to visitors at selected regional motorcycle shows.

“Our strategic communication realignment, in which we make use of increased live and digital formats, will enable us to inspire even more people worldwide, and to approach them in an optimally targeted manner,” explained BMW Motorrad supremo Markus Schramm.

“By using our own formats independent of trade fairs, we can time world premieres and product launches more flexibly. And it also enables more intensive interaction with all target groups, as well as an increased information reach.”