BDN exclusively revealed the end of the MCN London Motorcycle Show last month. The organisers, Bauer Media, called time on the Excel show, which it has run for more than 15 years, blaming rising costs and a decline in exhibitor numbers. Bauer has promised to throw its weight behind the NEC Motorcycle Live show in Birmingham instead, with promotional budgets and editorial support from its specialist motorcycle titles, as well as the general audience at Bauer-owned radio stations.
We asked some of the industry’s major players for their thoughts on the closure and its impact on them and the trade as a whole. Not everyone wanted to comment, but those that did expressed a fairly common set of responses – sadness at the news, but perhaps not surprise, and a commitment to increased efforts at the NEC show.
Craig Watson, Kawasaki UK sales and marketing manager, said: “We’re obviously sad to see the end of London’s most popular motorcycle show, which we have always supported and traditionally helped kick off each new bike riding season.
“However, we genuinely believe that with Bauer working in partnership with the Motorcycle Live organisers, they will motivate even more motorcyclists, especially from the South East, to make the trip to the NEC on two wheels, four wheels or even by train.
“We’re looking forward to this year’s show with exciting new activities and a myriad of new models to be unveiled.”
Meanwhile, Andy Mineyko, head of motorcycles at Honda UK, told us: “It’s a shame for any industry to see one of their major annual shows disappear. Honda has been involved in the London show for many years, as it was a good way to showcase our extensive model line-up to the London and South East customer base.
“We do have a strong dealer presence in the area, so customers can still see and test ride bikes within and around the M25. Hopefully, we can encourage the London bikers to make the trip to Birmingham later this year, where we will be displaying all the latest models.”
Devron Boulton, Triumph Motorcycles general manager UK and Ireland, said: “We were saddened to hear about the closure of the MCN London Show. It’s always been a fantastic opportunity for the Triumph team to connect with passionate riders and customers from across the South of England. We’ve always valued the energy and enthusiasm the London crowd brings, and we sincerely hope the show will return in some form in the future.”
Fabrizio Cazzoli, MD of Ducati UK, told us: “Ducati has enjoyed some fantastic times at the London Motorcycle Show, from the display of Foggy’s WSBK winning bikes to introducing visitors to our new experiences, such as the Sweet Lamb DRE Adventure Academy. Luckily, we now have a new Ducati North London store, which opened just as the London Motorcycle Show closed. Together with Ducati London, Ducati Croydon, Ducati Chelmsford, and Pro Twins, they continue to deliver the highest-calibre Ducati experience to our clients in London and the surrounding area. We will also have a presence at the ABR Festival and Motorcycle Live to bring Ducati motorcycles closer to everyone outside the capital, too. “
Away from the bike makers, kit and accessory firms were also saddened by the news. Gavin McCaffery at Pure Moto said: “It’s a sign of the times, I think. We are in a bit of a slump registration-wise, and everybody has to get the best bang for their buck. It was an expensive show to exhibit at, not including accommodation and travel.
“I think Bauer getting behind the Birmingham show is a positive move, and we should all be supporting it. It’s our showcase event now.”
Bill Taylor, sales and marketing director at security and tracking firm BikeTrac, also sounded a note of sadness at the closure. “We’ve been a regular exhibitor at the London show over the years, which, for us, was on the whole successful. With bike theft having such a high concentration in London and the surrounding areas, it was a great opportunity for us to connect with riders who have a very real need to consider security properly. We always used our presence as an opportunity to educate riders on security as a whole, not just as a brand or retail presence. While we’ll continue to do this at Motorcycle Live, the regionality of the London show was certainly useful for us.”
Finally, one of the major sponsors of the show, Devitt Insurance, echoed the feeling of sadness at the end of a long-running event. Devitt marketing executive Elle Blomfield said: “It’s been an incredible journey being the headline sponsor of the MCN London Motorcycle Show. Over the years, we’ve witnessed the passion, innovation, and community spirit that make this event truly special. We’re proud to have played a part in celebrating the two-wheeled culture and connecting with riders from all walks of life. As this chapter comes to a close, we want to thank the organisers, exhibitors, and – most importantly – the fans for making it unforgettable. The road ahead is full of new adventures, and we look forward to what’s next for the motorcycle community.”