The End of Eurobike? Who Will Lead the Bike Industry Now?
The bike industry is at a crossroads, with one of its last big symbols, Eurobike, starting to crumble.
Eurobike tried to juggle three worlds at once: industry showcase, dealer order platform, and consumer festival, but became a little bit of everything, and not enough of anything.
After years of structural issues and growing alienation from major brands, the two most influential German associations, ZIV – Die Fahrradindustrie and Zukunft Fahrrad, have pulled the plug on their cooperation with the fair.
Too many compromises, too little clarity, no true identity.
Author's summary: Eurobike's demise leaves the bike industry at a crossroads.
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