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Z.E.G. strikes deal to exhibit at Eurobike―a first

Published March 5, 2014

TAIPEI, Taiwan (BRAIN) ― Z.E.G, the largest dealer organization in Europe, will―for the first time―exhibit at Eurobike, ending years of a sometimes contentious relationship.

Stefan Reisinger, Eurobike’s show director, who is attending the Taipei Cycle Show, said Z.E.G would have a 250 square-meter booth in Hall A6 at this year’s show in Friedrichshafen, Germany. However, the dealer group will continue to produce its own house show in Cologne this July for its more than 800 retail members.

“We’ve always been in contact with them, but because of various issues between us for years it never worked out,” Reisinger said. Z.E.G had long been aligned with the Cologne, Germany, show. And when that show closed its doors, Z.E.G. and its strong dealer base backed ISPO Bike in Munich.

Late last year, ISPO announced that it was ending its show after a five-year effort, in effect throwing in the towel and acknowledging that Eurobike would continue to dominate the international trade show calendar.

Reisinger, an 11-year veteran at Eurobike, said Z.E.G. will show off its own in-house brands at Eurobike. The dealer association recently bought Hercules, a traditional German bicycle brand from the Accell Group for about $27.5 million. Z.E.G. also owns Wanderer, a 130-year-old German brand best known for its high-end touring and trekking bikes.

Eurobike and Z.E.G. executives met several years ago to discuss the cooperative’s participation at Eurobike, but those discussions fell through and Z.E.G. continued to put its dealer muscle behind ISPO Bike.

According to Reisinger, many of Z.E.G.’s dealers would also come to Eurobike so the decision to show its house brands at the international show makes sense. But whether Z.E.G. would drop its own in-house show and exhibit only at Eurobike in the future is unclear.

“Of course that would be a major decision, but that is out of our control,” Reisinger said. Z.E.G.’s Honkomp, the group’s CEO, continues to have some concerns about the structure of Eurobike and whether that would meet the needs of its extensive dealer base.

Nonetheless, Z.E.G.’s decision to participate at Eurobike is in contrast to Trek and Specialized, both of which have pulled out of the show opting instead to put on their own dealer events.

Topics associated with this article: Taipei Cycle Show

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