The ABR Festival defied record-breaking heat to welcome 20,000 visitors to Ragley Hall, making this year’s event its biggest and most ambitious yet. With surging attendance, packed demo rides, and an expanded programme of talks and activities, the festival has firmly established itself as a must-attend fixture in the motorcycle industry calendar.
Even as temperatures soared past 36°C and a rare red weather warning was issued, the UK’s largest motorcycle festival thrived with infectious energy. Manufacturers, retailers, and suppliers seized the opportunity to connect directly with riders and showcase their latest models. More than 600 bikes were available for test rides, resulting in over 18,000 demo rides.  A record that took even organisers by surprise. Unlike traditional shows, ABR allows riders to compare multiple brands in real-world conditions, giving manufacturers immediate insight and feedback and helping visitors benchmark products directly against competitors.
Beyond the bikes, the festival’s entertainment line-up was as ambitious as ever, featuring live music, guest speakers such as Richard Hammond and Charley Boorman, and a growing emphasis on outdoor adventure. New attractions, such as a mountaineering stage and expanded masterclasses, highlighted the event’s evolving and inclusive appeal.
The ABR Festival continues to set the standard for the motorcycle calendar, drawing a diverse, engaged crowd and delivering unrivalled opportunities for industry-wide appeal.
See the full ABR Festival review in the July issue of British Dealer News.