Specialized Says Goodbye To Eurobike
AMSTERDAM, The Netherlands – One of Eurobike’s early birds, Specialized, has changed its marketing strategy and decided to pull out the global bike show in Friedrichshafen. In a statement Specialized announced that this decision, “Allows us to invest more in dealer and consumer relationship.”
Specialized is the second big US brand after Trek that decides to strengthen its dealer relationship by organizing its own event instead of exhibiting at leading trade shows
“We want to be able to offer an even better service to our dealers by allowing them to see and experience the product in an attractive setting with the best test ride conditions available,” explains John Glett, Market Leader Specialized in Germany, Switzerland and Austria.
“In our opinion there is no better way for our dealers to get to know our products than test riding. Our dealer event allows us to put the dealer and the riding experience first.”
Investing in own events
“To meet the growing expectations of our dealers and consumers we will expand our annual new product presentation, the Specialized Dealer Event. Instead of focusing on Eurobike, we will put these resources into growing our direct relationship with dealers and riders and invest in our ‘Test the Best’ and large Specialized cycling events.”
“Testing, product training, Q & A sessions and building a real bike community are important components of the Specialized Demo Events.”