motorcycle industry

Motorcycle industry event calendar 2026

Which motorcycle industry events should you attend in 2024?

Motorcycle industry event calendar 2026

In the dynamic motorcycle industry, events remain a cornerstone for connecting enthusiasts, professionals, brands, and riders. As we kick off 2026, we’re looking ahead to the key motorcycle industry events in Europe and the USA this year and outlining which ones are most relevant to companies in specific niches.

Motorcycle industry events offer unparalleled opportunities for networking, showcasing innovations, and keeping pace with the latest trends. Even attending without an exhibitor’s booth can provide significant marketing and relationship-building advantages, as highlighted in a previous article.

To maximize your event strategy, we also recommend revisiting our guide on how to prepare your online audience ahead of live events. Using tools like social media, email newsletters, press releases, content marketing, and influencer marketing can make all the difference in ensuring your presence stands out.

Some of the biggest events, like EICMA in Italy and Motorcycle Live in the UK, continue to serve as comprehensive hubs for the entire motorbike industry, making them relevant across almost every sector.

More niche-focused events, however, attract highly targeted audiences. For instance, the ABR Festival in England caters specifically to adventure bike enthusiasts, while Wheels and Waves in Biarritz remains a must-attend for fans of vintage, café racers, and custom bikes.

A Look Ahead: The 2026 Motorcycle Industry Event Calendar

When planning your attendance, it’s essential to align your goals—whether they focus on sales, brand visibility, product launches, data gathering, partnerships, or networking—with the events that best suit your needs.

Given the costs associated with attending, prioritizing the most impactful dates on the 2026 calendar will help you make the most of your resources. Think carefully about which of the following dates on the calendar will be most relevant to you and/or your brand:

AIM Expo 

A wider industry event covering the full spectrum of powersports vehicles - including motorbikes - bringing together industry professionals, enthusiasts, riders and leading brands.

Date: January 7 - 9
Location: Anaheim, CA, USA
Website: aimexpousa.com

Motor Bike Expo - Verona Motorcycle Show 

A premier showcase event for motorcycles, accessories and the latest industry trends, attracting enthusiasts and professionals from around the globe.

Date: January 23 - 25
Location: Verona, Italy
Website: motorbikeexpo.it

MP 25 Motorcycle Show

As the largest motorcycle event in Northern Europe, the MP25 Motorcycle Show attracts over 50,000 visitors annually. Attendees can expect to see the latest motorcycle and scooter models, riding gear, spare parts, and accessories. The event also features custom bikes and live entertainment.

Date: January 30 - February 1
Location: Helsinki, Finland
Website: mp.messukeskus.com

Motorbeurs Utrecht

This is the largest motorcycle event in the Benelux region, featuring exhibitions, launches, demos and a vibrant atmosphere for motorcycle enthusiasts.

Date: February 19 - 22
Location: Utrecht, The Netherlands
Website: motorbeursutrecht.nl 

Salon de 2 Roues

A prominent European motorcycle show featuring the latest models, accessories and innovations in the industry. The event’s timing is useful for brands wishing to make a big splash before the European riding season really accelerates for spring and summer.

Date: February 26 - March 1
Location: Lyon, France
Website: salondu2roues.com

Daytona Bike Week 

One of the largest motorcycle events in the United States, attracting riders from around the world for a week of festivities.

Date: February 27 - March 8
Location: Daytona Beach, USA
Website: daytonabeach.com/bike-week

DARE - Dutch Adventure Ride Experience

DARE is a two-day adventure riding event created by riders, for riders. This new innitiative will be the place to be for all ADV riders from the Netherlands, Belgium, Luxembourgh, Germany and beyond to connect and enjoy all the latest the scene has to offer. Expect test rides, private off road trails for all levels, talks, exhibitors and great entertainment.

Date: April 25 - 26
Location: Loon op Zand, the Netherlands
Website: dare-event.com

Distinguished Gentleman’s Ride

A global charity event that invites riders to meet-up and ride-out worldwide in a dapper style, raising funds and awareness for men's health. In 2023 106,000 riders in 893 cities across 107 countries took part, raising $7.45 million for charity.

Date: May 17
Location: Various cities worldwide
Website: gentlemansride.com

Bike Shed MotoShow

A motorcycle exhibition celebrating the creative culture around motorcycles, open to everyone, whether they ride or simply enjoy motorcycles as art, engineering or symbols of adventure and independence. Bike Shed encourages attendees to ‘join an inclusive crowd of people who simply love motorcycles and moto-culture… with food, music, bars, shopping and entertainment’.

Date: May 22-24
Location: London, UK
Website: bikeshedlondonshow.com

Red Bull Erzbergrodeo

One of the biggest motorsports festivals on the calendar, the Red Bull Erzbergrodeo is a four-day celebration of Hard Enduro that takes place in an active mine in Eisenerz. It is attended by a plethora of industry brands and professionals, 1500 competing riders and many thousands of Hard Enduro enthusiasts. Not for the faint hearted!

Date: June 4 - 7
Location: Erzberg Mountain, Eisenerz, Austria
Website: redbullerzbergrodeo.com

Wheels and Waves

A lifestyle event combining motorcycles, art and skate/surf culture, creating a unique atmosphere for riders and enthusiasts of Scramblers, Café Racers, Custom bikes and vintage bikes.

Date: June 10-14
Location: Biarritz, France
Website: wheels-and-waves.com/ 

ABR Festival

The Adventure Bike Rider festival offers a weekend of off-road riding, live music, camping and a lively get together for the adventure community. Hosted in a stunning location at Ragley Hall, the festival is well-organised and well-attended by big brands and riders.

Date: June 26-28
Location: Warwickshire, UK
Website: abrfestival.com

Malle Mile Festival

The Malle Mile describes itself as ‘The greatest and most inappropriate motorcycle race & festival in the UK. A celebration of the motorcycle culture in all its forms, with a program of very inappropriate racing, world class music, custom motorcycle installations, motorcycle/automotive exhibitions and the Malle scramble.’

Date: July 16-19
Location: Grimsthorpe Castle, UK
Website: mallelondon.com 

RIDE The Moto Festival

An outdoor motorcycle festival hosted in Ruhpolding, Germany, celebrating the spirit of riding, featuring ADV, Custom, Enduro, Tourer and Scrambler bikes, live music, and a unique atmosphere. Organised by Bad & Bold and Mosko Moto, the event will be the successor of MaxlRIDE.

Date: July 24 - 26
Location: Ruhpolding, Germany
Website: ridemotofestival.com

Alpes Aventure Festival 

An adventure-focused festival set in a beautiful location in the French Alps, bringing together adventure and off-road riders. Featuring organised ride-outs, workshops and training sessions to improve riding technique, the event is free to attend.

Date: September 4-6
Location: Barcelonnette, France
Website: alpesaventuremotofestival.com

EICMA

The biggest and most prestigious motorcycle show in Europe, attended by brands, companies, media, riders and other attendees from across the world, unveiling the latest motorcycle models and innovations. The event opens with a press day, then a trade day for industry professionals, before four days for the general public, with more than half a million people attending.

Date: November 5-8
Location: Milan, Italy
Website: eicma.it

Motorcycle Live 

The UK's largest motorcycle show, featuring live demos, interactive displays and the latest offerings from the world’s leading motorcycle manufacturers.

Date: November 21-29
Location: NEC Birmingham, UK
Website: motorcyclelive.co.uk

INTERMOT

‘A meeting place for the entire motorbike community’, INTERMOT is now an annual event, with its name being an abbreviation of International Motorcycle and Scooter Trade Fair. The organiser states that the show gives riders and dealers ‘a comprehensive overview of all new models’, allowing them to find the right bike for the coming season. 

Date: December 3 - 6
Location: Cologne, Germany
Website: intermot-cologne.com

As well as these gatherings it is also worth taking a look at the calendars of championships such as MotoGP, WorldSBK and MXGP to see when there are races in locations where it may interest you to visit for networking purposes or indeed to have a presence as a brand.

You may also wish to attend legendary events such as the Isle of Man TT (May 25 - June 6) or the Goodwood Festival of Speed (July 9 - 12) where relevant major brands and manufacturers will be present and huge footfall of riders is always guaranteed.

It is worth keeping in mind that it’s virtually impossible to have an impactful presence at every single event on the calendar – unless you are major brand with relevant models and dedicated teams in multiple locations focusing on events.

Motorcycle Marketing can enhance your brand’s presence at events

Ultimately, attending motorcycle industry events offers brands a unique and invaluable opportunity to establish a strong presence within their chosen community of riders, connect directly with enthusiasts, and showcase products or services in a targeted environment. By participating strategically at the most relevant shows, festivals and races, brands can gain valuable insights into market trends, competitor strategies and rider preferences.

If you’re unsure about which events to attend and how best to present your brand, services or products at events feel free to contact the experienced team here at Motorcycle Marketing for a free consultancy session.

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A review of 2024: A year of growth and achievement

2024-12 A Review of 2024 A Year of Growth and Achievement 2

A review of 2024: A year of growth and achievement

As we wrap up 2024, we’re taking a moment to celebrate the growth, challenges, and successes of what has been an extraordinary year for Motorcycle Marketing. This year was marked by record-breaking achievements, exciting collaborations, and personal and professional growth for our team. Our founder, Thalassa van Beek, and two of our key team members—Joseph Beale and Haley Rae Shoning—share their insights into the year behind us and what’s ahead for 2025.

2024: A Year of milestones

This year, we had the privilege of working with incredible clients across the motorcycle industry, from global brands to emerging innovators. “It’s been a fantastic year,” Thalassa says. “We’ve created content for KTM, supported Yamaha Motor Europe with the Ténéré Spirit Experience, and had our second year with Peak Design, where we strengthened their ambassador program and helped showcase their brand at major events like ABR Festival, MaxlRIDE, and EICMA.”

Joseph Beale, our Marketing Strategist & Copywriter, highlights the Yamaha Ténéré Spirit Experience as a personal favorite: “Helping to deliver high-quality content and great results for our clients, in particular on our Ténéré Spirit Experience account, has been a real buzz to work on and an exciting project which we’ve played a solid part in helping to grow.”

While big names like these are thrilling, it’s the growth of smaller clients like HAMMERLEDS that brings just as much satisfaction. “Seeing brand awareness increase for companies like HAMMERLEDS is such a joy for the whole team,” Thalassa adds.

Overcoming challenges and growing stronger

For Thalassa, 2024 marked a turning point in how the agency operates. “My personal goal this year was to strengthen the team so I could step away from my laptop from time to time, with the dream of one day exploring Iceland on my motorcycle,” she shares. Delegating more responsibilities wasn’t easy, but the team rose to the challenge. “I had to learn to let go, but my team made it so easy. They’re all excellent in their fields and amazing with clients,” she says.

Social Media Manager Haley Rae Shoning reflects on how her role has evolved alongside the agency’s growth: “As we expand our client base, I am given every opportunity to take on more responsibility where I can. Thalassa does an incredible job of mentoring and encouraging me, and also trusting in my knowledge and experience. I have never been a part of a team where I feel as trusted, valued, and supported.”

This year also brought challenges in managing cash flow with a growing team. “Paying a growing team before paying myself was tough at times, especially when clients were paying late,” Thalassa admits, “but by year-end, we’ve built a healthy buffer again, and clients have become more timely with payments.”

Projects that defined 2024

Two standout projects this year showcased what Motorcycle Marketing does best.

The Ténéré Spirit Experience was a thrilling collaboration. “We worked closely with their French team to create newsletters, social media content, blogs, and website copy,” Thalassa explains. Watching the community of fans and clients grow has been incredibly rewarding.

Then there’s Peak Design, a brand we’ve worked with for two years now. “In 2023, we introduced their motorcycle mounts to European riders. In 2024, we built on that foundation,” she says. From ambassador marketing to launching their new charging mounts and supporting them at major events, the team’s efforts helped establish Peak Design as a recognized name among motorcyclists.

Staying focused in a changing industry

As we know, the motorcycle industry faced economic challenges in 2024. “2024 was a tough year for the motorcycle industry, including in the US where I am based,’ Haley Rae says. “Powersports businesses were riding a high during the pandemic, but sales slowed down significantly after that. A lot of businesses took this time to really evaluate what is important to their teams and to their customers and have made changes that I think will set them up for success in the new year. Many companies needed the reminder that community is what the industry is all about, and they are turning their gaze to that. I think 2025 will see many motorcycle companies focusing their energy on authenticity and connection.”

Despite these hurdles, Motorcycle Marketing’s niche expertise proved to be a strength. “When you’re an industry specialist, opportunities will find you,” Thalassa explains. Joseph adds, “The quality and consistency of work, the credibility, and the niche knowledge in varied areas of the motorcycle industry, from street, to adventure, to electric, and to professional racing, really set Motorcycle Marketing apart in 2024.”

Gearing up for 2025

The year ahead is already shaping up to be another exceptional one. Thalassa’s top priority is keeping the team happy and excited. “My #1 goal is to secure contracts with brands that align with each team member’s skills and passions,” she says. ‘It’s the best way to ensure we can continue overdelivering for our clients.” In addition, she plans to enjoy what she worked on this year: "I recently signed up to join the Ténéré Travel Trophy in June 2025, so for the first time since starting the agency, I will take a week off."

Haley Rae, who recently got a new dirt bike, shares her personal goal: “My goal for the next year is to play a more active role in connecting Motorcycle Marketing with companies here in the US, so the business and my position within it can continue to grow as much as possible. I also have made it a goal to ride my dirt bike in all 50 states, so I’m hoping to start checking those off the list this next year.”

Joseph is also focused on delivering even more for the agency’s clients. “My goal is to help win, retain, and over-deliver on projects with the biggest bike brands in the world,” he says.

With exciting new collaborations and events like De MOTORbeurs, ABR Festival, EICMA, and Wheels & Waves already on the calendar, the team is eager to make its mark in 2025.

A heartfelt thank you

As we look back on 2024, we’re filled with gratitude for the brands, clients, and community that make this journey possible. “I’m so thankful to work with brands I already admired years ago and to help new companies grow,” Thalassa reflects. “This isn’t just a job; it’s a passion—and I couldn’t do it without my amazing team of fellow bikers.”

As we head into 2025, there’s no better time to gear up for new opportunities in the motorcycle industry, and we’re ready to help brands like yours make the most of it. Whether you’re looking to grow your audience, enhance your brand presence, or tackle new marketing challenges, the Motorcycle Marketing team is here to support you. Let’s make 2025 your best year yet—contact us today to schedule a free consultancy session and start planning your next big success!

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Creating effective marketing strategies for motorcycle dealers

Creating effective marketing strategies for motorcycle dealers

Creating effective marketing strategies for motorcycle dealers

Motorcycle dealers are constantly innovating with their marketing strategies in order to stand out and attract new customers. In this article we will focus on some of the best tactics to be used to help motorcycle dealers achieve outstanding results in an increasingly competitive space. 

We understand that dealers have a lot on their plate. Ever expanding model ranges from manufacturers, new trends in terms of rider preferences, competition from (and in) the second-hand market, brands going direct-to-consumer online, other vehicle/bike types taking market share and volatile financial scenarios are just some of the challenges.

However, through a combination of understanding evolving purchasing preferences in local markets, innovation in leveraging both online and offline strategies, working with manufacturers’ marketing departments and effectively upselling and cross-selling to customers, dealers can absolutely thrive.

Tailored marketing strategies for different markets

In the vast North American and European markets, for example, customers have distinct preferences and buying behaviours. The commuter market of riders in Europe who buy motorcycles and scooters as their primary mode of transport is considerable, but the leisure and lifestyle markets in those territories also have their nuances.

The common consensus would be that in North America, meanwhile, motorcycles are purchased more for leisure than for getting to and from work. However, these trends and preferences vary significantly within U.S. states and European countries, depending on geography, rural vs urban settings, climate, local emissions legislation and homologation rules, for example.

Many dealerships have been in operation for decades and will rightly feel they know their local customers well. However, trends change fast and it’s important for dealers to consider what their target demographic looks like now, as well as what that target demographic will look like in two, five or ten years time. 

Ask yourself - is there a growing demand for electric scooters, smaller adventure bikes or café racer style models in my specific location which other dealers are not reacting quickly enough to?

By studying sales data from bodies such as the UK’s MCIA and the MIC in the U.S. dealerships can spot and stay ahead of trends and capitalise on them first. Likewise, by attending the most relevant industry events dealers can gauge which manufacturers are launching the most relevant new models and updates and can also get a strong indication of what their future customers are actually showing most interest in.

Some of this may sound obvious, but it’s not that uncommon to fall into a trap of following old habits, sticking always with the same model ranges or traditional manufacturers and therefore not being ready to capitalise when market sentiment changes. 

Knowing your audience as it changes over time and offering them the bikes and accessories they really want are the fundamentals to get it right, in order to ensure your marketing strategy has the best chance of success as a dealer.

Maximising results of online and offline marketing campaigns

The power of digital marketing allows smart motorcycle dealerships to neatly integrate online and offline marketing tactics to reach customers at key touchpoints. Here at Motorcycle Marketing we have the expertise to help you do just that if you require assistance. 

Here on the blog we’ve previously covered the importance of preparing online audiences for future physical events and how to ensure you’re at the top of your game when it comes to offline marketing in the motorcycle industry. Our team of expert marketers – who are all riders themselves – have years of experience in executing exactly those tactics.

Dealers can create a strong online presence through social media activity, highly targeted online advertising via Google and Meta, well designed newsletters to customers and a user-friendly website.

Shahin Alvandi, the General Manager of General Manager at MotoCorsa in Oregon – one of the most successful Ducati dealerships in the U.S. - sets a great example with the approach his company takes with its digital strategy. They have an excellent website and in addition Shahin is also a co-host of the excellent Brap Talk podcast which underlines his credibility in the industry and builds reach and trust around his expertise.

Collaborating positively with manufacturers

We also suggest speaking directly with the marketing departments at the manufacturers about your local market and ask them if they can provide assets – such as content, copy, translated spec sheets, photos and videos which you can feature on your social media channels, website and online advertising campaigns. Each manufacturer has a different approach, depending on their own capacity and the resources they devote per territory, but it certainly does no harm to ask how they can help you sell more of their bikes.

Even in dealer-manufacturer relationships which are decades long, dynamics change significantly over time. Strategies are updated, key staff members come and go, content production and localization capacity increases. It’s always worth sending that extra email or asking for the additional asset in the long run.

For those working for manufacturers and brands themselves, it’s still vitally important to devote bandwidth to assisting their dealers with online strategy over time.

It won’t be a new thought process of course, yet it remains crucial to driving sales to consider providing as much help as possible to their dealers. Can they collaborate on an influencer marketing campaign, tap into shared customer databases, provide exclusive video for their market and help with clear brand guidelines and great content for dealers to use which is relevant to their local market?

We’ve seen some manufacturers even create white label websites for their dealers, whereby the structure and main assets are all in place and the dealer simply needs to add their local details to the site to make it relevant to existing (and new) audiences.

The importance of the human touch

As our lives become ever-more digital and AI plays an increasing role in motorcycle marketing, the human element of the sales process should not be forgotten.

It's equally important to create meaningful connections between your team and your customers in person. Dealers can do this through a number of activities such as ride outs, demo rides, fitting days, female ride days, fashion shows, tech workshops, Q & A sessions, film screenings and meetups to watch MotoGP or races from other series.

Coffeeshops and hangout areas at dealerships help build a community which ultimately fosters loyalty. Memorable in-person experiences in tandem with online community building can be linked to in-store promotions or online discounts available exclusively only through your dealership website. Again, MotoCorsa in Oregon do this brilliantly through their online calendar promoting the events they have created or participate in.

Upselling and cross-selling strategies

Those physical events can provide a perfect platform for upselling and cross-selling, which can increase revenue and enhance the overall customer experience. Motorcycle dealerships can achieve this by offering first class customer service, loyalty discounts, leasing contracts, promotions on accessories and riding gear, aftersales care, servicing promotions and customization options to complement their core product offerings.

The sales philosophy would not be, ‘How can I sell this customer a bike as quickly as possible and send him or her out onto the road?’, rather it would be focused on helping your customer get the most possible enjoyment and pride from owning their motorcycle and having a long-term commercial relationship with your local rider community. 

In conclusion, motorcycle dealerships can achieve outstanding results by tailoring their marketing strategies to local preferences, scaling their approach based on store size, and integrating online and offline tactics effectively. By understanding the unique buying cultures of different regions, leveraging the power of digital marketing, and implementing smart upselling and cross-selling techniques, dealerships can drive sales and cultivate loyal customer relationships in a competitive market landscape.

If you need help with your marketing strategy in the motorcycle industry, contact our dedicated team of marketing professionals for a free consultancy session.  

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How does AI influence marketing in the motorcycle industry?

How does AI influence marketing in the motorcycle industry - Cover

How does AI influence marketing in the motorcycle industry?

Artificial Intelligence (AI) will play an increasingly significant role in marketing in the motorcycle industry in years to come. In this article we consider how AI can currently assist marketers in our work, how NOT to use it and how to best use AI to your advantage as a marketer in the near to distant future.

In their excellent overview of the topic, Hubspot states, ‘AI marketing is when marketers use artificial intelligence to gather insights into their customers and produce better content. Marketing assets guided by AI are personalised and optimised for the customer journey. This can look like chatbots, targeted advertising and content generation.’

AI Marketing in action in 2024

AI-powered tools can already be used to generate, personalise and translate content for use in marketing campaigns. Tools such as copy.ai and Open AI’s well known ChatGPT can assist with creating basic website content, social media captions and product descriptions, amongst other things.

These tools are still relatively new and the quality of the content they produce is not bad, but in the experience of the Motorcycle Marketing team, this AI generated copy always needs checking, refining and editing by a specialist copywriter to be genuinely usable.

ChatGPT's capabilities extend beyond basic copywriting; it can also be used effectively with tasks such as basic research (provided you ask it to cite sources for facts), programming support and knowledge exploration.

Ask it ‘What are the best channels on YouTube for motorcycle content’ and it impressively lists some of our favourite channels, including FortNine, RevZilla, Yammie Noob, Motorcyclist Magazine and 44Teeth, also providing a neat and fairly accurate description for each. This begs the question, however, if I’m new to the motorcycle marketing game how do I know if ChatGPT’s suggestions are really right or helpful? 

Ask ChatGPT, ‘What happened in the motorcycle industry in 2023?’ and the answer is ‘As of my last update in January 2022, I can't provide real-time information on specific events or developments in the motorcycle industry in 2023.’

AI can often help – and smart marketers always double-check its work

AI driven tools such as Google Translate, Microsoft Translator and Localize can help with some of the legwork on translation, though there are usually significant sub-editing jobs to be done on the copy they produce. A typical example of this is when automatic translation tools translate a word such as ‘Pilote’ (French) or ‘Piloto’ (Spanish) into English as ‘pilot’, rather than the correct translation as ‘rider’ or ‘biker’.

Image generation via AI is also fun to play around with at present, in terms of product ideation, creative prototyping, logo creation and polishing of existing images for product promotion.

Prompts to Open AI's Images Tool such as ‘Make an image of a winter motorcycle riding outfit for a male rider in Sweden’ or ‘Design a cool retro motocross helmet for a French female rider’ produce interesting results, even if slightly strange. 

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2024-02.2 - How does AI influence marketing in the motorcycle industry - Image 2

The key point here is, AI can do simple groundwork in these areas and the wise marketer still seeks input and assets from qualified professionals.

Predictive Analytics and AI driven targeting

By leveraging AI driven algorithms (such as Machine Learning, Predictive Analytics and Natural Language Processing algorithms) marketers can analyse historical sales data, website traffic and demographic information in huge volumes.

AI can also analyse text data from social media, online forums and product reviews to extract valuable insights about consumer preferences, sentiment and emerging trends within specific motorcycle owner communities.

This enables marketers to harness the power of AI to forecast trends and anticipate consumer demands. In turn, marketers can then run targeted advertising campaigns more effectively, optimise pricing strategies, identify opportunities for product innovation, refine their messaging and ultimately allocate advertising budgets more efficiently.

Some of this rapidly evolving AI technology is already built into platforms such as Google Ads and the Meta Business Suite. This means you can already take advantage of AI in your ad campaigns by allowing Google and Meta’s AI to curate your campaigns, find your customers in the most targeted way and optimise your ROI over time.

The expert team here at Motorcycle Marketing can help your brand to feed Google and Meta’s AI-enabled systems with the best marketing assets, set up your campaigns in the most effective manner possible and refine your product offer to whatever the relevant segment of riders are demanding.

How not to use AI in marketing

With this relatively new and rapidly improving technology we should consider how not to use AI and how to guard against its current pitfalls.

Over-reliance on automation and AI in marketing is a common mistake made by marketers. While AI automation can streamline marketing processes and improve efficiency in certain instances, excessive reliance on automated systems without human oversight does lead to errors, as set out in some of our examples above. Misinterpretation of data and language by AI can mean that you miss opportunities to connect with riders on a meaningful level.

Privacy is another important factor to keep in mind, as AI marketing technology is developing so quickly that regulators can’t always keep up. Marketers therefore need to be ready to react when regulations potentially impinge on the capabilities of the marketing solutions they rely on.

For example, ChatGPT was temporarily banned in Italy in 2023 and is still unavailable in certain territories. Do not become over reliant on an AI workflow which may not be compliant with privacy laws in the markets you are targeting.

Copyright is another issue that marketers in the motorcycle industry should consider when using AI in any element of content creation. Current AI technology may create useful pieces of copy or interesting images for marketing campaigns, but the original content the AI has used for reference and inspiration should be respected, credited and certainly not ‘copied’ in any way.

We would also strongly suggest preventing your customers from feeling like they are talking to a machine or robot, rather than a well-informed and insightful customer service agent or sales assistant.

Whilst Chatbots and virtual assistants are improving over time and might provide tangible results in terms of gathering data for sales or answering simple customer service inquiries, they are usually best implemented when backed up by a team of human sales people or customer service staff.

The day may well come when robots test ride motorcycles and help human riders decide which bikes they are best suited to ride, but we are not there yet!

Preparing for the future and using AI to your advantage

Our main recommendation here is to keep learning (see this additional Hubspot resource) about how to use specific AI technologies, whilst seeking guidance from experts such as the team at Motorcycle Marketing as to how to gradually implement AI into your workflows as and when appropriate.

Not every AI marketing tool is going to be directly relevant to your brand, your target audience or your specific area of work. Over time each relevant area of AI technology relevant to marketers will improve, so the important point is to stay informed on which tools may best serve you in your responsibilities.

Working with a solution such as ‘Grammarly’ to improve copywriting, becomes easier over time as the tool itself becomes more advanced and as you as a user feed it and set rules for it to apply. Grammarly is not new and is just one example of a plethora of continually evolving tools that marketers can experiment and learn with, whilst enhancing and optimising their day-to-day work.

Open AI’s newly launched Sora application for video generation could be a game changer but it’s still early days. The videos it produces will improve over time, it will become accessible to marketers and it will be able to produce videos from text prompts, still images and from shorter video clips which it can patch together. Learning how it works, how to use it and experimenting with it over time is the way to go.

For a glimpse into the future take a look at this video ‘Cyberpunk 2077: POV Photorealistic Motorbike Ride in 8K’ published by NextGen Dreams which features a prototype motorcycle, in a high-definition virtual world built on photorealistic graphics. Being aware of how this type of content is made, who makes it and how it develops over time will help you understand how the AI-enhanced future of motorcycle marketing may take shape. 

By incorporating AI technologies into your marketing strategies, you can gain a competitive edge in promoting motorcycle brands, improve customer engagement, and drive sales growth. However, it's essential to stay updated on the latest advancements in AI and adapt them to your specific business needs and objectives.

If you need help with optimising your workflows and improving your marketing campaigns - whether through the implementation of AI or otherwise – contact the Motorcycle Marketing team today for a free of charge consultancy session.

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Electric technology: are motorcycle brands behind car manufacturers?

2024-02.1 - Is the motorcycle industry behind the car industry when it comes to electric technology

Electric technology: are motorcycle brands behind car manufacturers?

The automotive sector is shifting away from the combustion engine towards electric and hybrid power, but the motorcycle industry appears to be trailing behind the car industry. In this article, we explore the electric motorcycle scene in depth and consider the powerful role marketing can play in changing the game.

Electric vehicles - sales data and projections

Sales figures provide a clear indication of industry trends, and in the case of electric vehicles, cars are well in the lead over bikes. Electric car sales have surged in the past five years, with projections indicating a continued upward trajectory.

Looking back at the numbers over the past couple of years, according to the European Environment Agency, “Considerable progress in the uptake of electric cars and vans in the EU was made in 2022, with 21.6% of new car registrations being electric vehicles, totalling close to two million electric car registrations in one year.”

Drilling down into the United Kingdom car market specifically, the Society of Motor Manufacturers and Traders (SMMT) figures quoted by heycar.com show that, “More battery electric vehicles (BEV) were sold in 2023 than ever before with 314,687 registrations, 16.5% of all new car sales,” states heycar.com’s report.

On the other hand, electric motorcycle sales remain modest. Statista data for 2022 for the UK states that of the 109,327 motorcycles sold in the country that year only 3,600 (or 3.3%) were electric, whilst motorcyclesdata.com report that those numbers even declined in 2023. Statista’s latest annual data for the biggest European markets also shows that electric motorcycle sales are still pretty small, with 271,383 new motorcycles registered in Italy in 2022, but only 11,400 (4.2% of the total) being electric. In France, Germany and Spain the numbers for electric bikes were between 4% and 5% of the total units sold.

These sales data trends for electric cars vs motorcycles can also be seen in the U.S. market and the discrepancy in consumer adoption between the vehicles types may be attributed to factors such as limited model availability, pricing concerns, perceived range limitation and the firmly established culture of traditional internal combustion engine (ICE) motorcycles.

What else is holding electric motorcycles back?

The conundrum for motorcycle manufacturers is that electric battery powered bikes face specific constraints compared with cars, in terms of aerodynamics, as well as battery size, weight and range.

This superb video on the struggles of electric motorcycles by FortNine is now over two years-old but is still highly relevant, succinctly summarising why it’s been hard for the main motorcycle manufacturers to make ground with electric powertrains on bikes. The video sees presenter Ryan Kluftinger build his own electric motorcycle using the frame of a vintage Suzuki TC90. 

Kluftinger then says of his bike, “At top speed I’m stuck with a single gear, so it uses batteries of power to put down enough torque just to fight wind. With cars Elon [Musk – Tesla, CEO - red] can solve the highway range problem. Give it extra slippery bodywork up top, another 1000lbs of battery below… But on a bike, my torso is what it is, I ain’t getting any more aerodynamic than this and if that [bike battery - red] weighs 1000lbs I’m gonna notice.”

He then explains that whilst electric cars are reaching 500km of highway range, for electric motorcycles that figure is far lower, between 75km-250km for many of the bikes currently on the market. Kluftinger adds, “It’s not that electric cars make sense, whilst electric motorcycles don’t. It’s just that e-motorcycles mainly make sense in the city.”   

Notable electric bikes and brands

Despite the challenges, several motorcycle manufacturers have made strides in the electric domain, showcasing the potential of electric bikes. Electric first brands such as Zero and Silence have gained attention for their electric models, whilst brands such as BMW with their CE 04 scooter and Harley-Davidson with their LiveWire models do offer electric options. But sales figures are just not comparable with ICE motorcycles – and crucially so far no ‘Tesla of motorcycles’ has truly emerged.

These bikes do demonstrate, however, that electric motorcycles can be powerful, stylish, and suitable for everyday use, especially in urban environments where they are more welcome than ever, given they don’t emit any fumes. In Barcelona, Spain, for example, there are a plethora of lower powered electric motorcycle options on the streets, with brands such as Cooltra, Yego and Silence offering bikes you can pick up and drop off across the city. There are similar options in many major European and North American cities.

Electric bicycles and electric scooters (e.g. the ones you can even ride on the pavement/sidewalk) have their place in the market too and for many commuters they make more sense than an electric motorcycle, especially as you can carry them and charge them inside your home. The big brands know this and that’s why BMW, Ducati, KTM, Harley-Davidson and Yamaha are all already making and selling e-bikes.

Electric is great for off-road

Off-road electric bikes are carving their niche as well. The SUR RON Light Bee and Storm Bee, EMX Powertrain XF30, KTM FREERIDE E-XC and the high-performance Stark VARG showcase the versatility and capabilities of electric off-road motorcycles. These models are not only environmentally friendly but also great fun to ride, dispelling the notion that electric bikes compromise on power and excitement.

The no-noise aspect is extremely exciting for the motocross and enduro scenes, expanding the realms of possibility for the sports, e.g. they can be ridden almost anywhere without annoying residents or hikers. Electric bikes are also very easy to learn to use, removing another barrier to entry for off-road riding. The challenge is getting enough venues to install charging points to take powerful, electric off-road bikes mainstream.

Interesting FIM initiatives

The FIM has made efforts to promote electric motorcycles, with the MotoE championship (for which Ducati now supplies the racing bikes) and the FIM E-xplorer World Cup (which Honda will enter in 2024) being notable examples of how the organization is actively engaging with electric technology. These initiatives provide a platform for manufacturers to showcase their electric models, fostering competition and innovation in the electric motorcycle sector.

Meanwhile, in conjunction with the FIM and their environmental initiatives, MotoGP have stated that, ‘In 2024, fuel in all MotoGP classes will be of minimum 40% non-fossil origin, and by 2027, fuel in all MotoGP classes will be of 100% non-fossil origin. The fuels will either be laboratory-created, using components sourced from a carbon capture scheme, or derived from municipal waste or non-food biomass.’

Potential future trends to watch

Those alternative fuels could well play a big part in making the motorcycle industry greener, without going 100% electric. Battery powered motorcycles can be part of the solution, if not the complete answer. As emissions regulations in Europe and around the globe get stricter, the motorcycle industry is shifting towards electric technology, with advances in battery technology, increased charging infrastructure and collaborative efforts among manufacturers driving wider adoption of electric motorcycles.

However, given the constraints of electric motorcycles outlined above, it may well be the case that hybrid bikes like the Kawasaki Ninja 7 and even plugin hybrid technology will be the way the market takes us. Electric only bikes could become a firmly established sector, whilst bikes that get at least some of their power from alternative fuels could become the natural ‘replacement’ for the traditional ICE motorcycle.

Marketing based on education and information

Marketing electric bikes presents a unique challenge compared to traditional ICE motorcycles. Emphasizing environmental benefits in cities, cost savings on fuel, the ease of maintenance, the no noise and the ‘fun-to-ride’ aspects are key selling points.

However, overcoming preconceived notions about range limitations and an accessible charging infrastructure is crucial. Marketing campaigns should focus on highlighting the performance of electric bikes, dispelling myths, and showcasing the convenience of charging at home or public stations, as they become more commonplace.

Electric engines offer a range of advantages and drawbacks that have implications which consumers will want to understand easily. Battery production and recharging still create environmental issues and therefore the evolving technology that will produce the best outcomes for the consumer, the industry and the planet will likely be different for motorcycles than for four-wheeled vehicles.

To reach potential new audiences and convince the existing rider market about new technology on their bikes, manufacturers need to tailor their marketing strategies to address the concerns and preferences of diverse consumer segments. Collaborating with influencers, creating engaging online content and participating in events can help raise awareness and generate interest.

Whether you want help with marketing a new model of motorcycle, an existing product range or a motorcycle related service, contact the experienced team here at Motorcycle Marketing for a free consultancy session.

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A review of 2023 with Motorcycle Marketing founder Thalassa

2023-12.4 A review of 2023 with Motorcycle Marketing founder Thalassa

A review of 2023 with Motorcycle Marketing founder Thalassa

After another busy year for Motorcycle Marketing in 2023 founder Thalassa van Beek reflects on the progress made by the agency’s growing team of specialist motorbike industry marketers.

Summarising the year as whole, Thalassa explains that she is most pleased with being able to increase the skill set and numbers in the agency’s close group of collaborators. She comments, “The point I’m most excited about this year, just because it’s so important as the base of the company, is that I’m so proud of the team.”

“We have a couple of new people onboard that I’m really pleased about as they are so talented, creative, motivated and just bad-ass bikers. So I think the way we’ve grown together, the way we’re working together, that’s the best part of what happened this year.” 

Thalassa continues, “In addition to that, we signed more high-profile clients this year. At the same time there are some smaller clients we’ve met right at the beginning of their journeys, in their start-up phase, where we see the potential and where both parties are in it for the long-term. It’s rewarding to grow together with this type of client.”

Staying in touch with key industry stakeholders, including manufacturers, brands, suppliers and most importantly, riders themselves, is something that Thalassa and the team here at Motorcycle Marketing always prioritise. Getting to as many industry shows, festivals and gatherings as possible is a must as far as Thalassa is concerned.

“We went to a lot of events in 2023 and it was fantastic to connect with the community, whether that’s with existing clients, potential clients or riders themselves, people like us, and just talk motorbikes all day,” she states.

“We went to Skog in Sweden, Motorbeurs Utrecht in the Netherlands, ABR Festival in the UK, MaxlRIDE in Germany, EICMA in Italy and Motorcycle Live in the UK, plus some of the other team members went to Salon de 2 Roues, Wheels & Waves and Salon Moto Légende in France. There were also members of our team working on World Championship level road and rally-raid races.”

“Every niche has its own events and it’s good to be at those different events, to really be able to get into what’s going on at them.” 

“That is how we differentiate ourselves at Motorcycle Marketing. For a generic agency motorbikes are motorbikes, as long as they have two wheels and an engine that’s it. Whereas we completely specialise and we understand the differences within the motorcycle industry, between the various segments. It’s good for us to not only attend the big shows but also be at niche events to really understand the trends and the feeling amongst the manufacturers and the specific riding community.”

With regard to the growing presence and innovation from the Far East in the European motorcycle market, Thalassa notes, “At EICMA there was a big presence of Chinese brands and it is interesting to see some of those companies seriously upping their game. As a bike lover you have to enjoy that. The more manufacturers that make cool things the better it is.”

As a keen rider herself, Thalassa took her laptop on the road in the spring-summer months, working remotely along the way as she rode north from her base near Barcelona.

“For years it was a dream of mine to ride my bike through Norway, so I took the Ténéré 700 there and it proved to be just the perfect bike for that trip.”

“I went to the south of Sweden for the Skog event and then I did some of the Trans-European Trail and made my way up to North Cape which was fantastic. When I went along the Norwegian coast back south there were some interesting weather challenges! In the south of Norway it was so beautiful, the mountains, the views, the landscapes, it was fantastic. Then I rode back through Germany, the Netherlands, Belgium and France, home to Spain.”

“I did some weekend trips into the Pyrenees, into France and around here in Catalunya. Earlier in the year I also went to Tenerife for a week, riding with one of our team members Leonoor Fischer, where we were invited by Canary Ride. That was a really nice trip.”

In terms of the plans for Motorcycle Marketing in 2024, Thalassa concludes, “The ambition is to keep growing. There’s a lot which is just about to happen. The fact that globally recognised companies are finding us and taking us seriously, with conversations already reaching an advanced stage, is very promising.”

“As for the team, I want to make sure that I keep helping people learn and grow, so that together we get them to places where they can take on more responsibility, with them working on bigger accounts. That’s something I’m really looking forward to in 2024.”

It promises to be another exciting year ahead. If you would like the dynamic Motorcycle Marketing team to help your motorcycle industry brand with reaching your objectives in 2024 feel free to book in a free consultancy session with us.

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What a year!: Key motorcycle industry highlights of 2023

2023-12.3 What a year! Key motorcycle industry highlights of 2023

What a year!: Key motorcycle industry highlights of 2023

It’s been an enthralling year in the motorcycle industry, with bike sales growing in some important markets, with some brands expanding their ranges into new sectors and with some thrilling racing and big moves in the various World Championships.

The Motorcycle Marketing team attended a number of big industry events in 2023 including EICMA in Milan, Motorcycle Live in Birmingham, the ABR Festival in Warwickshire, MOTORbeurs in Utrecht and MaxlRIDE in Bavaria, along with thousands of other riders. 

The events were all packed and we sensed a big buzz throughout the industry everywhere we went this year. The numbers back up that feeling, with over 90,000 attendees enjoying Motorcycle Live over nine days at the NEC and with EICMA attracting more than 560,000 people, the highest figure in the history of the event. 

Rising sales in many important markets

In addition to that there have been clear signs of the booming motorcycle industry, with European sales of bikes increasing in 2023. According to the European Association of Motorcycle Manufacturers (ACEM) from January to September 2023, a total of 873,985 new motorcycles were registered in the key markets of France, Germany, Italy, Spain and the UK, which was an 11.3% increase compared with the same period of 2022.

Ducati, BMW, Piaggio, and Honda were all reporting increasing sales in 2023 according to autoweek.com, with ‘some hitting record-breaking unit sales and revenue numbers’ in various international markets.

Earlier this year right here on the Motorcycle Marketing blog we considered how the sales of motorcycles are promoted in racing with the philosophy of win on Sunday, sell on Monday.

More success on track for Ducati

Indeed, the biggest news of the year from the race track was Marc Marquez announcing he was leaving Repsol Honda after 11 seasons with the team in the premier MotoGP class, which saw him win the title six times. 

The 30 year-old Spanish star will ride a Ducati Desmosedici for the Gresini Racing team in 2024 as he looks to recapture the World Championship for the first time since 2019. The Desmosedici was put to good use in 2023 by Pecco Bagnaia as the Italian successfully defended his MotoGP title. Ducati Corse’s success in racing is integral to the brand’s image and growth.

Ducati were also busy in the MotoE class in 2023 providing the machinery for the electric class of World Championship racing and they will continue to supply those bikes through to 2026.  

MotoGP in Asia and a Chinese team in WorldSBK

MotoGP also visited India for the first time in 2023, with Grand Prix motorcycle racing visiting six different Asian countries this year. Continuing the eastern theme 2023 also saw the arrival of Kove in road racing, as the brand made history as the first Chinese manufacturer to participate in WorldSBK with their Kove 321RR running in the WorldSSP300 class.

It was a learning year for Kove with their China Racing Team effort, building on the racing experience they have gained by already racing in the Dakar Rally. 

More big name rider moves

Elsewhere in the WorldSBK paddock there were big headlines as it was announced that six-time World Champion Jonathan Rea would leave Kawasaki after several years of success together, with Rea set to ride a Yamaha YZF R1 in 2024

Also on the move is Toprak Razgatlioglu as the charismatic and brilliantly talented Turk departs from Yamaha to race for BMW next season.The Motorcycle Marketing team will be watching attentively in 2024 as the German brand look to maximise the arrival of Razgatlioglu with their on and off track activity. 

Razgatlioglu rode superbly throughout 2023, taking the title down to the final weekend of the season at Jerez, but ultimately unable to stop Alvaro Bautista winning the title for the second successive season. 

Bautista was so good in 2023, with a total of 27 victories and breaking multiple records along the way. His dominance was probably a key factor in the WorldSBK rule changes for 2024 to bring in a minimum bike + rider weight to create closer racing, which means that Bautista is likely to have around 7kg of ballast added to his Ducati Panigale V4R in 2024. 

Ducati are now dominant in road racing and rival manufacturers will therefore be watching closely as the Bologna-based brand make the move into the off-road scene. The Red from Borgo Panigale Enters Motocross, stated the bold announcement in October. 

Former Yamaha and KTM rider and nine-time MX World Champion Antonio Cairoli will join Ducati as high-performance test rider for the new racing program’

Meanwhile, Triumph’s progress with their dirt bike continues with Ricky Carmichael at the helm of the Triumph TF 250-X’s development. 

Can Ducati and Triumph challenge the off-road big guns such as the KTM brands and the Japanese giants in the years ahead? It will certainly be interesting to see, after KTM-owned Gas Gas enjoyed success with Jorge Prado’s 2023 MXGP championship win and with the Red Bull KTM Factory Team winning the ‘23 Dakar Bikes title with Kevin Benavides.

KTM have dominated the Dakar for more than 20 years and Benavides will attempt to defend his title in the 2024 rally, which takes place in Saudi Arabia in January.

Away from the sand dunes there were also big plaudits for KTM earlier in the year when Rider magazine announced the KTM 1290 Super Duke GT as its 2023 Motorcycle of the Year.

The Triumph Street Triple 765 RS, meanwhile, was Overall Bike of the Year for 2023 for Motorcycle News, whilst MCN also deep dived on an intriguing Great British bike-off as they compared the Triumph Bonneville T100 directly with its competitor models - namely the BSA Gold Star and the Norton Commando 961 SP.

Indeed, for the Motorcycle Marketing team one of our highlights of the year was seeing the construction of the Commando and the stunning V4SV ‘588’ up close, as we had the privilege of visiting the Norton factory in Birmingham.

The company have an incredible 125-year history behind them and under the ownership of TVS Motor Company - who also build bikes for BMW - Norton’s fascinating revival is a story we’ll also be following closely in 2024 and beyond.

As you can see, there are plenty of highlights to look back on while we’re wrapping up this year and we can’t wait to see what 2024 has in store for the industry. If you’re looking to take big steps with your brand next year, make sure to get in contact for support in your marketing efforts.

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What to consider when starting a new brand from scratch

What to consider when starting a new brand from scratch

What to consider when starting a new brand from scratch

The motorcycle industry is a dynamic and competitive landscape, offering ample opportunities for new brands to make their mark. However, the journey from conception to success in the industry presents challenges and strategic considerations. It requires a deep understanding of the industry, a well-defined brand strategy, and effective marketing tactics.

We will explore the key factors to consider when launching a new motorcycle brand, focusing on both the motorcycle accessories market and motorcycle manufacturing. We’ll also explore the crucial role of marketing and communications in establishing and growing a new brand.

Understanding the landscape

Before diving into the details, it's essential to have a robust understanding of the motorcycle industry. This can be achieved by researching current market trends, consumer preferences and the competitive landscape. Attending industry events even just as an observer can help with this research.

Knowing your target audience

Identifying your target audience within the motorcycle industry is essential for any new brand. Are you catering to adventure riders, sports bike enthusiasts, cafe racer riders, commuters or another type of rider? Each segment within the industry has distinct preferences and can be reached with relevant messaging and tactics. Tailoring your brand and products to a specific audience will enhance your company's appeal and give you a greater chance of commercial success.

Uniqueness and value proposition

Have you thought about what sets your brand apart from existing players? What is the unique selling proposition that gives your brand a competitive advantage? Whether it's innovative technology, world class design, premium manufacturing quality, a new concept or exceptional customer service, your USP will define your brand's identity and resonate with your target audience.

Market entry strategy

It will be wise to set out your objectives over your first year of trading, and then think longer term with three and five-year plans for your business. Once you have defined what you wish to achieve in the initial 12 months from launch you can consider your market entry strategy.

Will you start small and focus on local markets or aim for a broader presence? A well-thought-out market entry strategy will help you allocate resources effectively and minimise risks.

Marketing and communications tactics

With a solid planning foundation in place, it's time to turn your attention to marketing and communications. Successfully promoting your brand requires a multifaceted approach, including the initial definition of your brand’s visual identity.

A strong online presence is fundamental, so you should create a user-friendly website that showcases your products, tells your brand story effectively and facilitates effective ecommerce – if you are selling online. You can also leverage social media to engage with your audience, share content and run targeted advertising campaigns.

Creating valuable and informative content related to specific riding experiences will enhance your reputation as a new brand. A blog or video series will position your brand as an authority in the industry and attract an audience organically. Take a look at ‘best in class’  examples of video production and marketing, such as The Seeker with Pol Tarrés, which was developed in partnership with several brands.

In addition, collaborating with influencers will amplify your brand's reach. Choose influencers whose values align with your brand and who can effectively communicate your brand's core philosophy to their followers.

How we help new brands

Motorcycle Marketing have recently helped three new brands in the motorcycle industry to make progress and gain crucial visibility.

Hitchcox Motorcycles was founded in 2022 by Tom Hitchcox, an exhaust engineer in Formula 1 and an avid motorcycle rider himself. The brand provides a full line-up of exhaust options for all Triumph’s Modern Classics range, engineered and handcrafted in the UK.

We have assisted Hitchcox Motorcycles to ensure the company had a strong presence at the Bike Shed Motorcycle Show, in London in May, as well as providing further press and communications services to Tom and his team. Especially the video Charley Boorman visiting the Hitchcox Motorcycles workshop gained them lots of attention and recognition.

We’ve also helped the The BMIC (British Motorcycle Insurance Community) with their UK launch this year, providing B2B and B2C marketing consultancy services. The company have sponsored The Nod Podcast and have produced a documentary style video series with The Sidecar Guys to gain immediate credibility with UK riders. We have also assisted them in terms of boosting their presence at physical events, enhancing their industry connections and polishing their communications literature.

At Motorcycle Marketing we have also been helping Dutch manufacturer EMX Powertrain to maximise visibility around their participation in the inaugural FIM E-Xplorer World Cup. At the opening round of the FIM E-Xplorer World Cup in Barcelona, the MIE Racing Electric team made history by winning the very first race ever, on electric motocross bikes from EMX Powertrain, and they continued their dominance leading to them being crowned world champions last September.

For many brands, including manufacturers and accessory producers, having a presence in racing can be a great way to boost visibility from scratch. Arguably, it is easier to gain that visibility as a sponsor, partner or supplier before participating as a competitive manufacturer.

It can take many years to build up a strong corporate reputation in the motorcycle industry. Consider for example that Harley-Davidson was founded in 1903, Honda was founded in 1948 and KTM (Kronreif & Trunkenpolz Mattighofen) traces its roots back to the 1930s, with the KTM name being born in 1953 and the modern incarnation of the company as KTM Sportmotorcycle GmbH dating back to 1992.

Motorcycle brands continue to spring up all over the world, with the likes of Cake - a Swedish manufacturer of electric motorcycles commencing operations in 2016 and introducing their first model Kalk in 2018. Cake have made great strides in five years, with a strategy based around strong content and influencer marketing.

Concluding thoughts

Launching a new motorcycle brand from scratch is an exciting journey that demands careful planning, expertise and execution of strategy. Whether you're entering the motorcycle accessories market or diving fully into motorcycle manufacturing, success hinges on a clear understanding of the industry, a strong value proposition and a well-executed marketing strategy. Contact us to see how Motorcycle Marketing can support you throughout this journey.

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Motorcycle industry event calendar 2026 In the dynamic motorcycle industry, events remain a cornerstone for connecting enthusiasts, professionals, brands, and riders. As we kick off 2026, we’re looking ahead to the key motorcycle industry events in Europe and the USA this year and outlining which ones are most relevant to companies in specific niches. Motorcycle […]

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How to prepare your online audience ahead of live events

How to prepare your online audience ahead of live events

How to prepare your online audience ahead of live events

There are two major motorcycle industry events taking place next month, with EICMA and Motorcycle Live bringing together thousands of motorcycle enthusiasts and industry insiders. In this article we will explore how brands exhibiting at such important industry events can maximise their impact by engaging with their audience and attendees BEFORE the shows take place.

Attending trade shows can be a game-changer for motorcycle brands, but to truly maximise their impact, companies can prepare their online audience in the weeks leading up to these events. This applies equally to priming B2B targets and engaging with a B2C audience.

Here at Motorcycle Marketing we have years of expertise in the online strategies that motorcycle brands can employ to make the most of their attendance at events, such as social media marketing, targeted social media advertising, SEM, email marketing, press release distribution and influencer marketing.

EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori) in MIlan and Motorcycle Live, hosted at the NEC near Birmingham, are two of the most significant events on the European motorcycle industry calendar. They respectively provide big platforms for motorcycle brands to showcase their latest products, connect with their audiences and drive business growth.

Set your goals pre-event and build your plan around them

The key to achieving your predefined goals at a live event lies in the online preparation undertaken in the weeks leading up to it, in tandem with the logistical planning that goes into preparing your physical presence at an event. You and your team should work efficiently at the trade show itself to maximise your digital impact as a brand and you can also prime your audience before the event to ensure they are engaged and excited to interact with your team in person.

Of the essential strategies and tactics to prepare your online audience for maximum impact, one of the first you can execute is launching a compelling social media campaign to build anticipation and excitement.

You might want to share teasers, behind-the-scenes content, and sneak peeks of what attendees can expect at a forthcoming launch, show or festival. Well executed video content, photography, graphics, well-written captions and potentially animations will work well to promote a new product or to deliver key messages about your brand.

Work with collaborators at events to widen the net

If you are expanding into new markets, growing your sales or customer service teams or wish to highlight your association with specific partners, suppliers, influencers and ambassadors, strong content around these themes can be promoted organically as you approach a key live event.

The social media experts here at Motorcycle Marketing know how to gain maximum visibility with targeted audiences on platforms such as Facebook, Instagram, TikTok, Twitter, YouTube and LinkedIn. If the challenge is, ‘I want our audience to be thinking this particular thing about our brand when they see us at EICMA’ our expertise will help you and your marketing team achieve that goal.

Go beyond organic marketing and consider SEM

We also know exactly how to leverage the power of social media advertising and search engine marketing (SEM) to reach motorcycle-related B2C and B2B audiences with the best possible ROI.

The Meta Business suite delivering adverts into audiences on Facebook and Instagram allows for highly targeted advertising, ensuring that your message reaches exactly the right local, national or international demographic at exactly the right time in the lead up to a launch or event. The timing of robust Google Ads campaigns for Google and YouTube, in addition to targeted LinkedIn ads, will have future event attendees tuned in to your brand’s latest messaging in the days and weeks before an in-person interaction.

Well-written newsletters incentivise live event attendance

Likewise, you can step up your efforts in engaging with your existing customer base and potential leads through email newsletters, gradually building anticipation ahead of a key date on the calendar.

We recommend crafting informative and visually appealing newsletters that highlight your forthcoming presence at the event, special promotions and exclusive offers. Encourage subscribers to register in advance for exclusive access, content and offers at your booth or to attend your presentations.

Depending on the level of your relationship with the event organiser you might also be able to share your key messages and pieces of important information with conference delegates and trade show ticket holders via their newsletters and/or website in the build-up to the gathering. If you are sponsoring the event or are offered this digital exposure as an exhibitor it goes without saying that this opportunity should be seized with both hands.

The power of the motorcycle media

Meanwhile, issuing press releases is still an effective way to generate buzz before an event, providing you have something interesting to say and you know how to get journalists to open and read your emails!

The Motorcycle Marketing media database contains more than 500 specialised motorcycle journalists and media outlets, many of whom we have close working relationships with.

Press releases can be used to share announcements, such as product launches or special guest appearances, with motorcycle industry publications and websites. This can help secure media coverage and increase your brand's visibility. 

Collaborating with influencers in the motorcycle community can significantly boost your event preparations. You might want to offer up one of your ambassadors or a key figure such as a CEO as an interviewee for a content creator before an event, or invite influencers to attend an event alongside you to enhance your presence at a show and gain credibility with their audiences.

Identifying the right influencers is a fundamental

It's important to find the right influencer type to resonate with your brand and to incentivise them well to create content about your forthcoming participation at EICMA, Motorcycle Live or any other relevant event. Their endorsements can be powerful in driving attendance and interest.

By strategically preparing your online audience in the weeks leading up to industry events, you can maximise your impact, boost attendance at your stand, and leave a lasting impression on motorcycle enthusiasts, riders and industry professionals alike. 

For motorcycle brands seeking expert assistance in implementing these strategies, Motorcycle Marketing has exactly the know-how required. Contact us now for a free consultation on how we can move your brand up to the next level.

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