Increased turnout for the revamped show in the capital’s Docklands.
It’s less than three years since the ExCeL Docklands conference centre was being transformed into an emergency overflow “Nightingale” hospital for Covid-19 patients. And it’s a testament to how the world has moved on that hardly anyone had the pandemic in mind at the MCN Devitt London Motorcycle Show last month. A total of 32,399 visitors trawled through the halls over the three days of the show, which saw a strong turnout by the industry and a new ‘Supersprint’ mini-drag race running throughout the long weekend.
Honda was the only big name missing from the manufacturers’ exhibitor list, with Yamaha, Suzuki and Kawasaki joining KTM, Triumph, Ducati, BMW, Royal Enfield, Norton, BSA, Harley, Indian, Kymco, CCM and Segway. Add in a slew of retail stands, a bike sale by Silverstone Auctions on the Saturday, the Adventure Zone, plus plenty of racebikes and riders on show, and you had a top-drawer regional show, certainly on par with pre-Covid standards.
The drag races were a double-edged sword according to some trade stand holders. Many of the machines racing down the short indoor straight were ear-bleedingly loud, which became wearing after a few hours for tiring staff. And when the races were being run, most visitors wandered off the stands to gawp at the spectacle, understandably. They even got to see a crash or two, as well as some embarrassing start line stalls (opinions varied amongst riders as to what was more excruciating …). On the other hand, it seemed clear that the drag races offered a novel spectacle, both drawing visitors in and keeping them in the halls for longer, making the show more effective for exhibitors and stall holders overall.
BMW Motorrad UK marketing and PR manager Scott Grimsdall said, “The London Motorcycle Show is always a great way to kick off the year, and it was encouraging to talk to so many riders new to motorcycling. The new Supersprint show added another level of excitement, particularly for some of our keen F900 R Cup racers.”
Speaking after a successful first title sponsorship of the show, Tom Warsop, marketing director of Devitt Insurance, said: “We’ve had a great show talking to so many fully engaged bikers from all over the country about their machines and situations. We’ve brought a selection of diverse exhibits that generated massive attention, including the first showing of the CAKE electric model, one-off customs, our Devitt Flat Track racers and our supported Paul Milbourn land speed record machine. The Supersprint has been really exciting for visitors, and the whole event has had a real buzz about it!”