IRVINE, Calif. - The newly formed Bonnier Motorcycle Group has created a business division to focus on creating motorcycle-experience consumer events.
"We formed our events division to further Bonnier's goal of growing the motorcycle market in the United States. We will provide events and experiences for motorcycle consumers that will fuel their passion for the sport, get them out riding and expose motorcycling to a non-enthuisast audience as well," stated Andy Leisner, vice president and group publisher of the Bonnier Motorcycle Group.
Activities on the drawing board include gatherings, rides and competitive events, starting with the Cycle World Rolling Concours, held in conjunction with the Aug. 17 Red Bull Indianapolis GP That event will be followed by the Hot Bike Power Tour, a great five-day ride from Little Rock, Ark., to Racine, Wis., which begins Aug. 24.
Corey Eastman, former marketing manager for Husqvarna Motorcycles North America and vice president of business development at Cycle World, will take the helm of the new events division.
“The formation of the Bonnier Motorcycle Group is both significant and exciting, as it will result in enthusiasts, dealers and the industry receiving more in-depth and meaningful coverage of motorcycling,” he said. “At our events, people will be able to interact directly with the brands and really have fun with motorcycles. Some of our activities will be part of existing events; others will be built from the ground up.“
Posted by Holly Wagner