Few events in the UK motorcycle calendar have done more for the industry than the ABR Festival. It hosts more exhibitor stands than any other event.

The festival has become a commercial engine for the industry, with some manufacturers hitting their annual test-ride targets in a single weekend.

As the leading trade magazine serving the UK market, British Dealer News believes the ABR Festival represents exactly the kind of event the industry needs: one that puts riders and product together in a sustained, immersive environment and converts footfall into sales. All staged in the summer months, when the industry is at its most vibrant, and visitors can ride to the event – they feel involved before they even arrive! The combination of a captive audience, on-site demos, and a trade presence that spans virtually every brand on sale in the UK makes it a uniquely productive platform. As the event continues to expand and explore international licensing, its influence on the wider international market will only grow.

Behind the festival is a dedicated team that has built something genuinely unique and enjoyable, an event that riders trust, the trade respects, and the industry increasingly depends on. Hats off to the entire ABR team, building one of the UK’s most important motorcycle events in under a decade is no small feat, and doing it while keeping 20,000 bikers fed, watered, and grinning from ear to ear is impressive. Because when all the talk is done, the secret is a simple one: people keep coming back because they have a brilliant time. And that doesn’t happen by accident.

This year it will be my 5th ABR Festival and I can’t wait! As representatives of a Manufacturer, events of this kind are very hard work but for me and my colleagues The ABR Festival has an additional important ingredient: fun.

During the day you are busy talking to a crowd of genuine, enthusiast, happy bikers. At sunset starts the live music. And if this wasn’t enough, the camping on site completes it all.

The entire experience is exactly what a motorcycle festival should be; where the line between who makes the bikes and who rides them fades away

The ABR Festival has gone from strength to strength, and it’s a brilliant chance to connect with our customers in relaxed, welcoming surroundings. It’s an event that brings the whole biking community together—not just adventure bikes. The test-ride experience is a real highlight, giving riders a safe, controlled way to try different bikes and discover something new.

From its beginnings to today, the partnership between ABR and Ragley Hall has flourished. Together we have built a solid relationship, which has created a unique festival that not only stands apart in the UK, but resonates with audiences around the world.