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Motorcycle Live hits paydirt

The industry’s revived annual showcase, Motorcycle Live at Birmingham’s NEC venue, closed on 12 December. And, given the circumstances, it was rightfully hailed as a great success by all concerned. 

Armed with an all-time record of 55 exhibiting manufacturers, the event attracted an attendance of more than 66,000 over nine days, approximately 36% down on a 104,016-strong audience at the last pre-pandemic edition in 2019. Compulsory mask-wearing by visitors had to be introduced for the final three days in response to a government edict, alerting show-goers to the Omicron Covid-19 variant’s imminent arrival.

BMW Motorrad UK head of marketing Scott Grimsdall voiced typically upbeat industry appreciation of the footfall achieved. “We were excited to welcome back visitors to Motorcycle Live, where we had a host of exciting new products and entertainment to enjoy at the Make Life a Ride arena. It’s been fantastic for visitors to get up close and personal to the products.”

Triumph UK marketing manager Lisa Jones was equally effusive. “Motorcycle Live is a key event in the calendar and it was fantastic to welcome fans of Triumph to some familiarity and entertainment at the NEC,” she said. “When we planned to reveal our iconic Triumph Tiger 1200 to UK customers, Motorcycle Live was the perfect event to do so.”

Gerbing director Ian Wilson added: “It’s been a record year for us at Motorcycle Live. Visitors have been wanting to get ahead of the 2022 riding season and get their hands on the latest rider equipment and accessories. There has been a real buzz around the halls and we’re looking forward to next year’s show already.”

Speaking after the doors had closed, Motorcycle Live managing director Finlay McAllan concluded: “I would like to thank everyone involved in helping us to deliver. Nothing can replace the sights, sounds, feel and buzz of a live event. Seeing visitors having fun and people once again meeting in person to share their passion certainly made the show a success for us all.”

Motorcycle Live 2022 is scheduled for 19-27 November next year.



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