Fair enough. But the announcement of new products in the past...

Fair enough. But the announcement of new products in the past has also been after the unveiling event.

The new products launch event on Youtube attracted a small live audience in comparison to the EICMA event they normally attend in November.

They attempted to do the launch in house due to the marketing department in Italy believing they were capable. They made a few rookie errors.

9,725 views in about 60 hours on Youtube vs tens of thousands during EICMA event.

Firstly, they should never have scheduled the live event on their Youtube channel as it has only 851 subscribers. Looking at peers NIU & Yadea they also have low subscribers on their Youtube channels with 2,590 & 768 respectively. Thus not the correct platform to attract a large live audience.

Secondly, they needed to team up with a media site on Youtube that has hundreds of thousand of subscribers. Alternatively, Jorge Lorenzo has 1.9M followers on Instagram. They should have arranged for Jorge to provide updates on his Instagram page about the launch 2 weeks prior to the event with regular updates every few days.

Finally, they should have scheduled the live event on Jorge's Instagram Live. I didn't think ahead in this instance with the launch to realize it will be a flop due to being on a Youtube channel with low subscribers.