Another big motorcycle show has bitten the dust. INTERMOT, Germany’s largest motorcycle show will not be held in 2020.
The German Motorcycle Industry Association (IVM), along with the venue’s owners, have decided to cancel INTERMOT 2020. The organizers point to the fact that INTERMOT draws tens of thousands of private visitors on all days of the event. The number of attendees combined with limited hall space and a short timeline to prepare, are the main culprits causing the show’s cancelation.
Experience would be changed
Organizers also say that the character of the show is one of being close together. Were appropriate social distancing measures in place, the character of the show and the overall experience would be drastically changed.
Organizer representatives Oliver Frese, Chief Operating Officer of Koelnmesse, and Reiner Brendicke, General Executive Manager of IVM, said the following in a joint statement.
“An event that depends on its appeal as an experience and event cannot be held in this form at this point in time and thus does not meet the expectations and needs of the industry. Our customers resources for 2021 are already under heavy strain as a result of the SARS/COVIC-19 crisis.
As an important part of the motorcycle industry, however, and particularly in difficult times, we want to actively support our partners and are now working full steam on a digital format. With the digital INTERMOT news stream, we are creating a communication platform that will provide sustainable inspiration for the industry and the motorcycle community alike. We can then turn our full focus to the event scheduled for 2022.
In future, trade fairs such as INTERMOT will incorporate more hybrid elements – to supplement the on-site experience with added digital reach. All of the stakeholders involved now have plenty of time to prepare accordingly for the next INTERMOT in Cologne, and to make this the meeting place for the international motorcycle community once again. explain Oliver Frese, Chief Operating Officer of Koelnmesse, and Reiner Brendicke, General Executive Manager of IVM, in a joint statement.
Supporting exhibitors and industry
Still, INTERMOT’s organizers say they will support the show’s exhibitors and the motorcycle industry “as it revs back up again”. They intend to use a digital platform to broadcast information to the global motorcycle community. The digital platform will present vehicle manufacturers’ world premières for the 2021 season, together with innovations and industry news from the parts, accessories, and apparel segments.
The beginning of the end for moto shows?
With the cancelation or delaying of many shows and events, one has to wonder whether COVID will change the way we release information and whether in person shows will become a thing of the past.
While the EICMA show is still on (for now), some major manufacturers like KTM and BMW have already said that they will not attend. Instead, they are choosing to release their news digitally to the public.
What do you think about the move to digital presentations versus in-person reveals? Will it be good or bad for the industry? Let us know in the comments below.