Diamond Bows Out Of Big Shows

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With only two weeks until the start of aviation's biggest consumer show, Diamond Aircraft announced it is bowing out of this year's major aviation shows in favor of smaller, more specialized venues that offer a more targeted market for some of its products. "In consideration of the continued weakness of the economy and slow industry-wide retail sales, we have made the decision to forego the very significant expense of our traditional exhibits at [AirVenture] Oshkosh, NBAA and AOPA Summit in 2011," CEO Peter Maurer said in a news release. Instead, Diamond will be at "industry-specific events" like the Airborne Law Enforcement Association where it will show off its Austro diesel engine powered DA42 Multi-Purpose Platform. It's also targeting emerging markets and commercial flight training in its promotional efforts. The retail market will be served with enhanced online communications. The company will also host its annual DiamondFest event at the London, Ontario plant on the Sept. 17 weekend.

Maurer said the money and staff time saved will be plowed into the recently revived DJET program and in supporting its various piston programs. Diamond has been a major exhibitor at Oshkosh and its absence will leave a large empty space to fill. AirVenture spokesman Dick Knapinski told AVweb his organization was aware of the decision but the overall show is "looking pretty good" and there are new exhibitors attending the show this year. Maurer said Diamond will be back in the big shows once the market comes back. "The retail market is, of course, very important to us and we intend to resume our full show presence when the economic climate improves."