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The US brand withdraws from the global-yet-German bike show and instead is to spend cash on dealer events.

Specialized pulls out of Eurobike

Specialized will not be at the 2014 Eurobike trade show in Friedrichshafen. A company statement said the change in strategy "allows us to invest more in dealer and consumer relationships.”

John Glett of Specialized in Germany said: "We want to be able to offer an even better service to our dealers by allowing them to see and experience the product in an attractive setting with the best test ride conditions available."

Specialized will increase its investment in its house show, the Specialized Dealer Event.

"In our opinion there is no better way for our dealers to get to know our products than test riding," said Glett. "Our dealer event allows us to put the dealer and the riding experience first."

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