BMW Motorrad announced a new approach – which actually isn’t all that new. What is new is the official capacity of the announcement. During 2020, BMW and frankly the entire industry were forced to move their product launches online, using social media and streaming video to accomplish what they previously got done at big international trade shows. BMW says it will continue participating in “selected regional motorcycle shows,” so at least in the US, we can remain hopeful BMW will attend AIMExpo and the IMS series.
Somewhat predictably then, BMW Motorrad announced “new live and digital formats will increasingly take the place of traditional trade fair appearances” going forward. They say it means they will no longer participate in Intermot or EICMA, and that the “realignment of the communication strategy for new BMW Motorrad products and offers includes in-house BMW Motorrad and BMW Group formats as well as external formats – both live and digital – taking into account the respective defined requirements of the different target groups and media genres.”
Dr. Markus Schramm, the chief of BMW Motorrad, said, “Our strategic communication realignment in which we make use of increased live and digital formats will enable us to inspire even more people worldwide for BMW Motorrad products and offers in the future and to approach them in an optimally targeted manner.”
Expect to see more manufacturers follow in BMW’s footsteps here, if for no other reason than to allow them to better time their product launches and increase audience interactivity possibilities going forward.