FRANKFURT, Germany – The second edition of the Trek World event in Europe, which took place last week, came with the announcement that Trek Bicycle Corp. will no longer exhibit at Eurobike. “We want to do it differently”, said Trek President John Burke (photo).
“Basically the concept of the events in the US and Europe, but also in Asia and Australia is the same”, said John Burke. “The philosophy of the Trek World events is that we want to spend more time with our dealers than the average 20 minutes we get at trade shows. At Trek World we share two and a half days with each other and retailers appreciate that.”
Mid-July, Trek rented 4,000 square meters at the international fair ground of Frankfurt and flew in over 1,300 European retailers and guests for the 2013 product range presentation. Divided over three floors and an outdoor area, Trek retailers could learn everything about the 811 new models and a wide range of parts and accessories.
“Trek World Europe allows us to start deliveries a few weeks earlier, but that is not the main reason for inviting the retailers. It is not our aim to change distribution in Europe by moving forward the schedule of the product presentations. In the past the dealer presentations in Germany were also ahead of the Eurobike, so that makes no difference.”
Who is next?
With the second edition of Trek World Europe, the busy Eurobike has lost one of its big exhibitors. The question is if and when other brands will follow Trek’s strategy just like what happened in the USA.