Business – Increase in sales and Mondial Superbike: the ambitious objectives of BMW – Used BMW

Posted on by admin

Increased sales and Mondial Superbike: BMW’s ambitious goals

Business - Increase in sales and Mondial Superbike: the ambitious objectives of BMW - Used BMW

The general manager of the motorcycle branch of BMW, Hendrik von Kuenheim, has just unveiled, during a speech in Munich, the claims of the Bavarian group: 50% more sales by 2012 and the World Superbike title at medium term ! Explanations.

It was during a general meeting open to the press that Hendrik von Kuenheim, managing director of BMW Motorrad, gave on April 16 the major directions for the future concerning the motorcycle activity of the German manufacturer: to increase sales by 50 % for 2012 and become Superbike world champion "medium term"with the new BMW S1000RR.

And contrary to what the brand image of the venerable Bavarian brand has shown so far, it seems that BMW is determined to return to the elitist image that still sticks to its tires, while showing confidence in the remarkable future !

Thus, ignoring the economic recession and the decline in purchasing power: the propeller manufacturer announces that it wants to extend its range to "rake" wider among the biker population. !

"To achieve this, we will give BMW Motorrad an even sportier and more dynamic appearance and we will target market segments in which BMW Motorrad has not yet had a presence.", warns the big boss.

Former president of BMW Spain, Hendrik von Kuenheim was previously a key player in the development of the brand in Canada: it is therefore not, a priori, a follower of empty promises…

This is why its objective of selling 150,000 motorcycles (50% more than at present!) By 2012 should be taken rather seriously, even if the bet may seem presumptuous. !

"In view of the uneven development of the motorcycle markets, this is a very ambitious objective."admits Hendrik von Kuenheim, but"in doing so, we continue to focus heavily on the models at the heart of our range in the grand touring, sportivo-GT and trail segments".

Relying on the historic engines of a brand which was the first to adopt ABS on a motorcycle (the K1 in 1988), BMW wishes to continue to ride on the success of the famous Boxer " still promised a long future at BMW Motorrad", but intends to weave new perspectives thanks to still unusual segments…

The HP2 models and the F range would therefore be a foretaste of the latest ideas from the German manufacturer. Because according to its leader, for "models belonging to the Grand Touring and Grand Sports Tourism segments, we are reaching the limits of growth.

From now on, the first manufacturer to have equipped a motorcycle with a telescopic fork (1935, anyway!) Is turning to three niches deemed to be promising: sports trails, enduro and hypersport.

For sporty trails, BMW can count on R 1200 GS and GS Adventure "deeply revised in 2008", but also on the HP2 Sport and the F650GS and F800GS launched last March.

For enduro, the BMW G 450 X (read) and the buyout of Husqvarna in 2007 would, according to BMW, make it possible to meet demands not met by the manufacturer’s current offer (and therefore to acquire new buyers) , thus increasing the off-road sales volume by almost 30%. At the same time, BMW is infiltrating the light and sporty supermotard niche, where the manufacturer did not really have an attractive offer..

Finally, resolutely optimistic about the brand’s future prospects, Hendrik von Kuenheim announces the third pillar of the BMW strategy: the arrival of a brand new hypersport !

Certainly, the reputation of the brand’s automobiles is well established and BMW’s experience in motorcycle endurance has demonstrated the group’s possibilities (read our, our and our).

But still: from there to imagine a future queen of Superbike coming out of workshops across the Rhine, there is a step … that BMW does not hesitate to take !

"We obviously know how great the challenge we are", recognizes the German manufacturer:"the Japanese in particular have about 20 years experience in this category. But it stimulates us just to think about it"enthuses the brand, which is also one of the few to offer single, twin and four cylinder engines in its range..

Surprised by English colleagues from MCN this winter, the machine to bend the Japanese (and the Italians!) Seemed to benefit from quite extensive development and interesting performance: powered by a new inline four-cylinder, especially at the level of the cylinder head, the machine is advertised as ultra compact !

A big step forward compared to the current production of the manufacturer. Because if the K1200S shares the same type of engine, its high weight and its design more oriented towards sport tourism make it more intended to compete against the ZZR 1400 than the last GSX-R 1000 !

This is why the first BMW hypersport will be "a motorcycle that excels on the road as well as on the circuit thanks to its ease of driving, the deployment of its power and its ergonomics"promises Hendrik von Kuenheim.

The machine (called S 1000 RR) should be equipped with a more traditional chassis than usual (the Duolever is abandoned for reasons of space), but above all with specific traction control.

The look is advertised as original – "as you are used to at BMW Motorrad", warns the big boss (in short: we like it or we hate it), even if the first photos presented to the press reveal forms that are ultimately quite consensual and close to the flagship of Japanese hyperspotives.

The general manager specifies, however, that the S 1000 RR is still only at the prototype stage and that its physiognomy is not yet completely finalized: the motorcycle "will nevertheless show unequivocally that the motorcycle belongs to the BMW brand". Fans can sleep easy !

To comply with the regulations for the Superbike category, BMW has already announced that it will have built (and sold!) 1000 series units before the end of 2009, for marketing expected in the year.

Currently in the hands of various test pilots, the machine produced in partnership with Alpha-Technik should experience its first power tests in the coming weeks. It remains to know the names of the drivers approached to make the brand shine: the young German Max Neukirchner, who is currently racing in the Alstare team, would have refused the manufacturer’s offer….

In any case, if BMW gives itself the means to achieve its ambitions, this daring bet could well shake up the established hierarchy: "for the first year in the Superbike world championship, we are aiming for several places in the top 10 while gradually reducing the gap with the top teams. From the second year, we want to get back to the top teams and conquer the first podiums. In the medium term, we are of course aiming for the world crown", predicts the CEO of BMW Motorrad !

The registration of BMW in World Superbike (after that of KTM and the announcement of the return of Aprilia for 2009) confirms the growth taken by this championship. And if Michelin or Bridgestone responds favorably to the call for tenders from a single manufacturer for the 2010, 2011 and 2012 seasons, the affront would be complete for MotoGP in need of manufacturers and sponsors….

Will BMW be up to the best in the world as soon as it appears in WSBK? Will the significant sales volumes announced be achieved? To find out, just one reflex: stay connected !

Alexandre BARDIN – Photos DR

Related articles

Leave a Reply

Your email address will not be published. Required fields are marked *