Experience innovative drivetrain technology directly at specialist retailers
With the SRAM Transmission dealer tour, HARTJE launched a large-scale event format in Germany and Austria in mid-April. Through the summer, more than 45 specialist retail locations will be visited to make the new drivetrain technology directly accessible on site. The aim of the tour is to provide specialist retailers with a practical opportunity to present the SRAM Transmission in direct customer interaction while actively supporting their sales efforts.
Close collaboration with SRAM and specialist retailers
The dealer tour was developed jointly with SRAM over several months. The focus was on planning a well-thought-out event concept, product selection, and efficient tour logistics. At the same time, great importance was placed on a consistent and professional appearance.
The result is a scalable format that offers participating dealers a high degree of flexibility while clearly showcasing the SRAM brand. The collaborative approach between manufacturer, wholesaler, and specialist retailer forms the basis for the success of the tour.
Structured implementation with a strong event concept
As part of the tour, HARTJE visits participating dealers directly with a demo truck. The dealers independently organize test rides with their customers, while HARTJE supports the organizational framework as well as on-site execution.
A standardized event setup ensures a high-quality and recognizable brand presence. In addition, HARTJE accompanies the events with targeted marketing measures to create visibility and actively engage end customers.
Each event is rounded off with a SRAM Transmission goodie bag in the tour design, further enhancing the brand experience. .
Hands-on test experiences for end customers
The focus of the dealer tour is on test rides, where end customers can experience the SRAM Transmission under real conditions. This direct product experience builds trust and makes the purchasing decision easier.
At each location, at least ten fully equipped CONWAY Xyron ST 6.0 Full Suspension bikes with SRAM Transmission groupsets are available – both in electronic (AXS) and mechanical versions.
The test fleet is complemented by support from selected HARTJE exclusive brands: FIZIK provides grips and Kyros helmets, SILCA handles chain waxing and supplements the equipment with bicycle pumps, while STAN’S converts the bikes to tubeless setups and supports with bike care products.
Thanks to this equipment, the test bikes are always optimally prepared and offer a consistently high-quality riding experience.
Added value for specialist retailers
The SRAM Transmission dealer tour connects specialist retailers, the brand, and end customers in a practical way. Retailers benefit from a professionally organized event format that can be seamlessly integrated into their daily sales activities and strengthens personal customer interaction.
With the dealer tour, HARTJE underlines its ambition to actively support specialist retailers not only with products but also with well-designed sales and marketing concepts.
