Eurobike 2014 without Specialized

The Northern Californian bike brand has almost traditionally avoided the Swiss Bike Days, and now it's the turn of the world's largest bike show: Specialized will not be exhibiting at Eurobike 2014. Specialized is focusing on its own in-house events, following the example of its competitor Trek.

"As we want to meet the needs of consumers and dealers to an even greater extent, we have decided to expand the Specialized Dealer Event and our test event for end customers, the Specialized Days, once again. In return, we will no longer be present at the annual Eurobike bicycle trade fair," the US manufacturer announced in a press release.

Focus on in-house events
This step has freed up resources that Specialized will now use to intensify individual contacts with specialist retailers and end consumers. "We are doing everything we can to continuously improve the services we offer our partners and customers. We can only achieve this by making it possible to experience our products in an attractive environment, which also includes optimal test conditions," explains John Glett, Market Leader for the German, Swiss and Austrian markets. "We are convinced that there is no better way to present the new products to our specialist retail partners. Whether on the road or on the trail, we put them through their paces. Our dealer event gives us the opportunity to show that Specialized puts the dealer and the actual riding experience first," continued Glett.

Still optimistic about Eurobike 2013
After Eurobike 2013, Glett stated: "Eurobike was a very successful trade fair for us and we are very pleased with the result. Our new stand concept was very well received by the public and we had many successful discussions with existing and new customers as well as fans of the Specialized brand. The visit from German Chancellor Dr. Angela Merkel was an absolute highlight and a great honor for us. An important building block in winning over even more people to the subject of bicycles."

Consequences of the change of course
As a result of this change of course, the in-house dealer event, at which the new products are presented each year, will be even more comprehensive. As a result, Specialized will no longer concentrate on public trade fairs such as Eurobike, but will instead focus more on the existing "Test the Best" test format and high-profile events such as the "Specialized Days".

The bike manufacturer Trek had already avoided the Eurobike bike fair for the first time in 2012 and focused on in-house presentation and test events.

www.specialized.com