A BMW Motorrad press release says that the company will be a no-show at both INTERMOT and EICMA this year. Citing the coronavirus pandemic, BMW has nixed both appearances.
According to its press release, BMW says:
Due to the hardly foreseeable development of the corona pandemic and its effects, BMW Motorrad will not be participating in the two leading motorcycle shows Intermot in Cologne in October and EICMA in Milan in November in 2020.
This decision was made in order to counteract current planning uncertainty at an early stage, also for all our partners involved in BMW Motorrad motorshow appearances, in the interests of the greatest possible security, predictability and transparency.
Are you wondering how BMW will bring its machines and changes to the world this year? Well, BMW had this to say:
BMW Motorrad will present the world premieres and product highlights planned for these motorcycle shows on alternative platforms in autumn 2020. In doing so, the company will increasingly rely on its own formats and digital communication channels.
So it seems that BMW has decided to use its digital channels for its rollouts this year. Clearly, digital rollouts and announcements are far less expensive than bringing people and products to shows in two different countries. But will BMW get the same bang for the buck by going all digital for this years’ two biggest motorcycle tradeshows?
What do you think?
Does it make sense that BMW would be canceling its INTERMOT and EICMA appearances this year? Do you think that BMW could be jumping the gun a bit? Intermot is still six months away and EICMA a further month off. It will be interesting to see whether other moto manufacturers jump in line with BMW or use the increased limelight to their benefit at the shows.
What do you think? Let us know in the comments below.