The year begins on 1 January for many but that’s not the case for plenty of people around the world, including the cycle trade. For many in the business of selling bikes, it’s 2012 already with the advent of new products and the trade shows Eurobike and Interbike. Maybe your local bike shop is having a sale to clear out “last year’s” models in time for fresh stock?
Eurobike is on now and Interbike follows in two weeks’ time. There are many other trade shows too. These allow manufacturers and distributors to show their wares to prospective buyers. Sometimes this includes individuals, the shows can be valuable ways to promote new products in front of a captive audience. But usually they are for the trade, a way for bike shops and importers to look at new products and maybe take on new lines. It’s business, all part of the fierce consumerism that stands behind the often simple pleasures of cycling.
In addition there’s the free advertising via the media. Prospective customers get to drool over teaser photos of new products, with each year bringing new and improved products although perhaps the age of lightweight parts is over? Suddenly your bike looks old.