This is the letter Leica US sent to its dealers network:
Dear Ladies and Gentlemen,
Leica Camera has reevaluated our participation in trade shows. For 2010, we have decided that the focus
should be on consumer events to give customers the opportunity to experience our latest products. This
move is also in line with Leica’s goal to introduce products closer to the delivery dates and consistent
with product lifecycles.
In keeping with this focus, Leica Camera has decided not participate in next year’s PMA show in Anaheim,
CA. This decision is not related to budget cuts or reduction in trade show appearances.
We will continue to participate in shows such as Photo Plus Expo in New York City, which has been for
years, one of Leica’s key shows to present new products for the first time in the USA. Leica Camera will
be at this year’s Photo Plus Expo from October 22nd through October 24th at the Jacob K. Javits
Convention Center. Customers will get to experience the LEICA M9, LEICA S2 and LEICA X1 first hand.
Leica will continue to participate in all other major photography related shows like WPPI, Imaging USA / PPA as well as Photokina 2010. This week you will be able to see the latest Leica products at Photo Plus Expo in New York (October 22-24, 2009).