MALLABIA, Spain (BRAIN) — Orbea said it is skipping this year's Eurobike show, and will instead conduct several events with its European dealers and distributors. The company calls its new approach "Closer to You."
"At the request of Orbea fans everywhere, we have decided to de-emphasize participation in general programs that don't directly support our staff, customers, riders and dealers. For 2016 that means rather than attending Eurobike we will instead be working directly with our dealers and regional distributors on programs and events that help them make the most effective use of sales tools and resources," the company said.
The Closer to You plan includes more local shows and events, and more investment in improved data management and product availability. Retail staff and consumers will have more access to demo programs and the company said it was planning more investment in its EU factories and facilities and in communications to dealers and consumers.
"With such a comprehensive overhaul of our marketing, our systems and our focus this year, we are aiming to position Orbea at the leading edge of service to the cycle industry," the company said.
Orbea is registered to attend the 2016 Interbike expo in Las Vegas.
