The 25th edition of Eurobike 2016 will feature major conceptual changes: Divided into Business and Festival Days, the testing of bicycles will be given more weight - and the Eurobike also wants to become the most important bike event for Europe's cyclists from the most important business trade fair. At the same time, major manufacturers such as Trek, Specialized, Cube, Kona and Felt are saying goodbye to the world's largest bike trade fair.

Shippers in the fast lane in Friedrichshafen

The brands in question that are turning their backs on Eurobike have one thing in common: they are specialist retail brands. Manufacturers with this sales model come under pressure at a Eurobike trade fair, as they may look old compared to direct mail order companies - and a direct comparison of equipment and price is easily possible on site. The internet is contributing to change on the trade fair front!

Testing, testing, testing

The transformation of the trade fair is not just about comparability, because of course manufacturers with specialist dealer connections also build competitive bikes. Because the trade fair is expanding the testing opportunities and the public days, the event is becoming much more attractive for direct sellers. The bikes, which can otherwise only be viewed online, are available for testing, including personal advice. With specialist retail brands, test rides are often possible across the board and uncomplicated. So the web strikes again, which is why specialist retail brands are withdrawing from Eurobike.

Then there's the money

And then there are the costs: One square meter of stand space at Eurobike costs around 165 euros. A prestigious trade fair appearance at the rendezvous on Lake Constance costs well into the six-figure range. The event therefore ties up financial resources and requires a lot of persistent manpower. Several manufacturers - such as Trek or Cube - therefore use their own in-house trade fairs. And claim to reach their clientele much better and in a more targeted manner there than at the usually hectic trade fairs at Lake Constance. The funny thing is that the representatives of the absent brands are still hanging around at Eurobike. The conclusion: Eurobike remains decisively important.