BMW is moving to 2.0 and has announced that it will no longer attend major industry shows, including shows in Milan and Cologne, to focus on digital events.
Covid-19 effect or automobile effect? Having already abandoned major motor shows, the BMW motorcycle division has also adapted: it has announced that its product launch strategy will change this year. The most important trade fairs in the sector will pay the price (namely Eicma, which is held every year in Milan, and Intermot, the biennial in Cologne).
BMW Motorrad will therefore focus on digital events, and will take advantage of this new situation to dilute the launches of new models throughout the year. The German company, however, will give the different national branches the right to participate in events at regional or national level, so as not to lose contact with the public, and says it is ready to experiment with new formats.
Let's hope that this doesn't inspire competition, and that the big shows suffer. Will there only be small regional events left in the future?
