BMW Motorrad may no longer be present at physical motorcycle shows or events.

In a recent statement, the German brand said they will be opting out of physical events and be focusing more on digital platforms for their product launches and other product presentations.

“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," said Dr. Markus Schramm, Head of BMW Motorrad.


This decision marks a realignment of the communication strategy for new BMW Motorrad products and offers includes in-house BMW Motorrad and BMW Group event and announcement formats. External formats - both live and digital - will take into account the respective defined requirements of the different target groups and media genres.

In particular, this means that its annual commitments to the two leading motor shows, EICMA in Milan, and Intermot in Cologne, which saw active BMW Motorrad participation will find them absent this year.

“By using our own trade fair-independent live and digital formats, we cannot only time world premieres and product launches more flexibly, but it also enables more intensive interaction with all target groups as well as an increased information reach,” added BMW Motorrad through a statement.