By George Guimarães | 2/15/23 | Translated by Jorge Meditsch
Leader of the Brazilian motorcycle market, with a sales share historically close to or over 75%, Honda Motos practically has determined the industry’s trends over decades. Yet, the last movement of the Japanese manufacturer is bad news for the sector and, in special, for the fairs and events segment.
The company, which sold more than one million motorcycles in the country in 2022, has confirmed this week it will not participate in the next edition of the Salão Duas Rodas (Two-Wheel Show), Latin America’s largest and most traditional exhibition of the sector, to be held in São Paulo from October 24 through 29.
The event has official support from Abraciclo, the Brazilian association of motorcycle manufacturers, from which Honda is a member. In an official note, the manufacturer justified the decision:
“Honda Motos consistently follows the communication and consumer relations trends and looks for platforms aligned to its strategies that better express the brand’s value and identity and meet the public’s preferences. The company will keep investing in strategies to strengthen the brand and the image of its products and services, providing customers and fans exclusive and differentiated experiences.”
Besides Honda, other companies had already given up participating in the event, which hasn’t been held since 2019. In 2020, the organizers blamed the pandemic. In 2021 and 2022, the exhibit’s concept began to be questioned and revised.
The absence of the country’s largest motorcycle manufacturer can make this year’s edition inviable and even cause the end of the exhibition, at least in the current format. Asked by AutoIndústria, the organizer RX said it is still working for the event to happen this year.
“We respect each brand’s decision and will keep assisting the market desires, looking for the best format. Therefore, we are maintaining contact with Abraciclo for the next steps to hold the exhibition”, said Luiz Bellini, RX’s portfolio director.
The manufacturer’s association did also strengthen the organizer’s position:
“Abraciclo is working with RX Global to promote the Salão Duas Rodas 2023 scheduled for October 24 through 29 at the São Paulo Expo. Regarding the participation of its associates, Abraciclo reiterates that each company determines its strategy”.
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