Cube - the largest German bike manufacturer - announced today that it will no longer be represented at Eurobike 2016. In previous years, Cube had a huge stand in Hall B1. After Trek and Specialized, Cube is the third major bike brand to stay away from the world's biggest bike show. The Waldershof-based company announced in a press release today that it would be focussing more on its new in-house showroom in 2016 and would therefore no longer be exhibiting at Eurobike. The press release explains the reasons: "Following the success of the in-house showroom in recent years, Cube is continuing along this path and will be focussing even more strongly on the in-house showroom for the 2017 season." You need to know this: Cube has just completed a completely new logistics centre at the company's site in Waldershof. A new showroom will also be built there next year.
Own showroom instead of trade fair appearance at Eurobike
Specialized and Trek have also given similar reasons for their absence from Eurobike in the last two years. The aim is to maintain contact with partners, dealers and customers with its own test events, events and in-house exhibitions. With Cube, Eurobike is losing another major exhibitor. Cube founder and owner Marcus Pürner says: "The success of the concept of a showroom for our partners at our company location in Waldershof confirms our desire to work even more closely with our partners. Our thanks go to Eurobike Friedrichshafen for the long-standing, uncomplicated and extremely successful partnership."
Interview Claus Wachsmann, Cube Marketing
BIKE: You've been there since the beginning and haven't missed a Eurobike so far. How difficult was it to decide not to attend Eurobike 2016?
Claus Wachsmann: The bike business has changed in recent years. We have to adapt our trade fair and event strategy to the needs of our customers and partners. We are all looking forward to the new tasks!
What does a Eurobike presentation like the one Cube has had in recent years cost?
Clearly in the six-figure range, but we want to continue to invest this budget in our new strategy and even expand it.
Eurobike is actually a trade fair for professionals. With two public days, it should attract more end consumers in future. Are you not afraid of losing contact with the end customer by not attending Eurobike?
Clearly not! Our planned increased presence at festivals and events in the coming years will enable us to reach even more customers. Contact with end consumers is extremely important to us.
Is your decision final or is it possible that we might see Cube again at Eurobike 2017?
I can't say anything about this at the moment, but our strategies are always long-term.
