Eurobike: Specialized not at the biggest bike show

No to Eurobike. Specialized is withdrawing from the world's largest and most important bicycle trade fair - the second US "big player" in the bike industry after Trek. The press release from 27 January stated that the company wanted to focus even more than before on the needs of specialist retailers and consumers. "We can only achieve this by making it possible to experience our products in an attractive environment, which also includes optimal test conditions," explains John Glett, Market Leader for the German, Swiss and Austrian markets. Specialized does not see this opportunity at Eurobike.

Own major events for media and retailers

Instead, Specialised's own events are to be upgraded in future. Specialized is already presenting the new products for next season at its own press camps. Selected dealers are familiarised with the new products at so-called "Dealer Events" - all long before Eurobike. John Glett comments in the press release: "We are convinced that there is no better way to present the new products to our specialist retail partners. Whether on the road or the trail, we'll put them through their paces. Our dealer event gives us the opportunity to show that Specialized puts the dealer and the actual riding experience first."

Customers also prefer to test on the trail

And the end customers? Are also catered for. The company's own test events, specially organised for consumers and spread across the whole country, are intended to improve testing opportunities for interested parties. You have to register through a specialist dealer beforehand. You won't be able to enjoy a test drive "just like that". However, you do - in theory - have access to a test fleet, usually comprising hundreds of bikes, which can be ridden in picturesque mountain bike Eldorados - including at the BIKE Festivals in Riva and Willingen.

No stand at Eurobike - good or bad?

So is everything good? From a marketing point of view, yes. Fans and dealers will be pleased, as such exclusive events and splendid presentations are extremely beneficial for brand loyalty. This creates desirability. Besides, you also save money on a stand at Eurobike. The withdrawal of major brands tends to harm the trade fair itself and its diversity. If a company is not represented at the major trade fairs, it is no longer comparable. This also has negative aspects, as it could come across as arrogant to many.