As BMW pulls out, what is the future of motorcycle shows?

Intermot is held in Cologne, Germany. Since it’s a biennial show it won’t resume until fall 2022. One hopes that by then it should be safe to mingle in crowds.

But a few weeks ago, BMW Motorrad issued an anodyne press release noting that it would no longer participate in either show. Not just in the next ones but all future editions.

"New live and digital formats will increasingly take the place of traditional trade fair appearances at BMW Motorrad in the future," the company said in the statement.

According to Dr. Markus Schramm, head of BMW Motorrad, “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."

An example of such a “digital format” might be this video, which introduces the 2021 BMW S 1000 R and G 310 R models. I’ve produced both videos and trade show booths, and based on my experience I’d say making that video cost far less than the amount Motorrad would have spent designing and shipping a show booth to Milan and staffing it, in order to unveil those models at EICMA.

BMW Motorrad suffered the same supply chain disruptions and lockdowns as other companies but the division’s 2020 wasn’t that bad. In the third quarter (the most recent data available as I write this), deliveries were actually up over 20 percent compared to 2019. After being forced to reinvent itself, Motorrad is now reevaluating its old ways from a new perspective. “We always have a booth at EICMA,” and “We always have a booth at Intermot,” are no longer good enough reasons to spend hundreds of thousands of euros.

BMW’s decision was made at the Group level. The auto brands; BMW, Mini, and Rolls-Royce are also cutting back their show participation. That said, the decision affects only the major international shows that were coordinated at BMW’s Munich HQ. Regional subsidiaries like BMW North America are still free to participate at the national or regional level.

"On the U.S. side, we have seen good success from virtual events as well but have not ruled out future in-person shows," BMW’s Product & Technology spokesperson Oleg Satanovsky told me by e-mail. "We are evaluating absolutely everything.”

I contacted a few other U.S. subsidiaries. For now, they’re playing their post-COVID cards close to the vest. Triumph Motorcycles America PR Manager Gina D’Ambrosio told me, “We continue to assess each event as a unique opportunity, and at this time will decline to comment on specific adjustments we plan to make as a result of the pandemic.”

Ducati North America Marketing Director Phil Read was only slightly more forthcoming, writing “Ducati North America looks forward to when we can once again fire up the emotions and passion of the Ducatisti by hosting unique and exclusive outdoor activations.”

In his email, Read reminded me that last spring Ducati instituted company-wide “Ducati Cares – Safety First” COVID safety protocols. Ducati North America adopts these rules when participating in any permissible outdoor events.

"We have an expectation that Ducati North America will again participate in outdoor events, but only in way that fully complies with group policy and all state and county guidelines," Read said. "At this point, we do not have a definitive timeline on when this may be."

U.S. shows evolve and adapt

Here in the United States, the American International Motorcycle Expo (AIMExpo) has usually been held in the fall. It’s been a four-day event limited to industry peeps for the first two days, but has opened its doors to the public for the weekend.

This year, as AIMExpo tried to stay ahead of COVID, the organizers announced that it would be postponed until January, shortened, and closed to the general public to put "more focus on our core audience — dealers," in the words of Motorcycle Industry Council events boss Cinnamon Kernes.

COVID-19 had the final say. The MIC and its education partner, Powersports Business, converted their in-person show into a virtual meeting, AIMExpo Connect, which was held January 21 and 22. A virtual exhibit hall showcased new powersports vehicles, parts and accessories. Dealers were able to view products, access show specials, and make appointments to discuss products and place orders with exhibitors. Nearly 400 people "attended" workshops and lectures online. Although, as Kernes said, "Nothing will replace face-to-face meetings," it also saved both dealers and exhibitors the cost of traveling to sunny Columbus, Ohio in January.

The Progressive International Motorcycle Shows (IMS) usually tour major U.S. cities between November and February. Exhibitors have traditionally thought of these shows as a way to kickstart moto interest for the coming riding season. But this year, rather than super-spread the word about new models in the middle of winter, “IMS Outdoors” will promote 10 outdoor festivals over weekends between June and October.

"Attendees will be able to ride two- and four-wheel vehicles, shop premier brands, watch entertainment and even camp overnight" at some locations, according to IMS. Just my take, but that sounds more fun than parking between snowdrifts and shuffling through a stuffy convention center in Sorels while carrying a parka.

"Business as usual" won’t be

After a year of disruption, this much is certain: When we get back to normal, many of the adaptations we’ve made to avoid COVID are going to remain in effect. This reality is already sinking in on airlines and hotels. Companies have adapted to Zoom meetings; they’re not going to go back to flying employees in, putting them up in hotels, and catering meals in banquet halls. Many businesses have found that employees can work from home as effectively as they did in offices; they’re not renewing commercial leases. And even when it’s safe to shop again, people will keep buying online. The motorcycle industry’s also questioning practices that have been the status quo for decades.

In less than two weeks, Harley-Davidson will unveil the most anticipated new motorcycle this year, the Pan America adventure bike. That rollout will be virtual. Joe Public and moto-journalists will see it at the same time in a video launch hosted by Jason Momoa.

Traditionally, the introduction of a new flagship model has been choreographed quite differently. First, manufacturers tease us with a few photos and specs to stir up a first round of press and speculation. Then OEMs invite magazines, web sites (and increasingly vloggers and other so-called influencers) on a press junket. Since these trips usually happen early in the new year, they involve flying us to southern climes. We might be paid like roadies but we’re treated like rock stars on such trips. The last one I attended, introducing the 2020 Triumph Rocket 3, involved shipping at least a dozen bikes to the Canary Islands, flying in three waves of journalists from all over the world, and putting us up in a fancy hotel. How fancy, you ask? One of the other guests was Chinese President Xi Jinping; two of the hotel’s restaurants had Michelin stars.

Such junkets are obviously an expensive proposition for OEMs. I have no idea what Jason Momoa is costing Harley-Davidson, but I bet the rest of the Pan America launch will cost less than the Rocket 3 launch, and the Rocket 3 was nowhere near as significant.

Manufacturers have now spent a year without huge line items in their budgets for travel, hotels, the delivery of bikes to far-flung resorts and tracks — and in some cases business has improved. So even when its safe to travel and gather again, I don’t expect launches to be as frequent or glitzy.

Any disruption has winners and losers

Will other OEMs follow BMW’s lead? They are surely paying attention. If skipping EICMA and Intermot doesn’t hurt BMW, competitors will question their own participation. Expensive, heavily staffed show booths may be replaced with unveilings streamed to YouTube (and, I hope, better one-on-one opportunities for journalists).

Here in the United States, the MIC and IMS have both pivoted impressively under difficult circumstances. I bet AIMExpo wants to get back to an in-person indoor show. But I would not be surprised to learn that IMS visitors prefer the new outdoor format.

As for those traditional press junkets... I could never ride Phillip Island or Imola or even Circuit of the Americas on my own dime. I’ll miss some of those trips. But the reality is that most of them involve spending more time in airports and on planes than on a motorcycle at the destination. And whether we get perks or not, journalists like me and sites like Common Tread will continue to cover new motorcycles because that’s what we do.