Although attendance was about the same as in 2023, November’s ten-day Motorcycle Live industry showcase event at the NEC was judged a success by the majority of its 168 exhibitors. Given a tough year for big bike sales and the problems the retail network is now engulfed with, the event’s organisers must have been pleased and relieved when the doors closed and the final attendance figure of just under 90,000 was announced, around one thousand more through the doors than in 2023.
The show was revamped for 2024, embracing a “festival” theme. This included new food options inspired by street cuisine, an updated entertainment schedule, more live-action events, and a revamped live music program. A highlight of the festivities was a festival-style concert on the final Saturday night.
New faces, such as TV’s Grace Webb, hosted the Expert Lab, which provided interesting conversations with engineers, product managers, adventurers and celebrities. The Machine Shop offered hands-on sessions covering essential motorcycle maintenance techniques and de-mystifying topics such as suspension setup and tyre technology. More than 1500 visitors tried out the BSB RiDE Sim Racing Challenge, and race fans met up with stars, including BMW’s new WSBK champion Toprak Razgatlıoğlu, and Glenn Irwin, Peter Hickman and Kyle Ryde from the BSB and TT paddocks.
There was also a good reaction to the show from manufacturers. Adam Kelley, general manager at Yamaha Motor UK, told BDN: “The reaction to the show was really positive, both from customers and dealers. New models such as the R9 created interest, but also lots of updates across the range, even if only minor, meant that there seemed to be something for everyone across our line-up. Retail sales were up over 2023 in our stores too, which we can take lots of positives from, other than the increased revenue generated. We had good interest in the test ride zone, too.”
Suzuki general manager Paul de Lusignan, said the show gave him and other senior staff an ideal opportunity to hear from customers about new products. “We spent a lot of time with the new DR-Z4S and SM, talking to customers. It was interesting to hear from customers who were pleased to see them coming back – quite a few people said it was the bike of the show for them.”
Ducati UK MD Fabrizio Cazzoli, echoed the positivity surrounding the show: “We love sharing our passion for Ducati with the amazing audiences at Motorcycle Live, but this year it was even more special as the timing coincided with Ducati’s MotoGP success and exciting new ventures in MXGP, as well as the new motocross school and further expansion of our adventure experiences in the UK.”
BDN spoke to Finlay McAllan, managing director of MCIA Events, shortly after the show concluded, and he expressed satisfaction with the event’s success. “It went really well. We had to rethink our approach and move away from traditional entertainment towards more relevant and informative content, such as how to change a tyre, understanding ABS, and adjusting suspension. We offered a variety of street food, all presented in a way that embraced the festival atmosphere with lighting and music.”
McAllan noted that the changes effectively extended the show’s appeal, providing attendees with a range of activities and encouraging them to stay longer, which he referred to as “dwell time”.
“Attending Motorcycle Live to see bikes is a given. Our goal was to offer experiences visitors may not realise they wanted, like quality food, live music, engaging entertainment, useful information to take away, and the opportunity to ride some bikes. And, of course, to see all the latest models from the top manufacturers.”
When asked if he was pleased with the new look show, he said: “Yes. We’re proud of what we achieved, but we can always improve. We’ll analyse everything we did and aim to make Motorcycle Live 2025 even better. We have debriefing meetings planned, and we need to compile results from our visitor research as well.”
Next year’s show will take place from 15-23 November, and visitors can already purchase tickets at: www.motorcyclelive.co.uk.