2008 BMW Motorcycle Sales Outpace Industry
Photos and text courtesy BMW Motorrad.
February 2, 2009 - Despite a
weakened motorcycle market, BMW Motorrad USA reported a
gain (0.6 percent) in 2008 sales compared to 2007.
Following a strong performance during each of the last
six consecutive months, BMW motorcycle sales
outperformed overall U.S. motorcycle sales, which
dropped more than seven percent last year. Both retail
and wholesale performance during October 2008
established all-new BMW Motorrad USA records.
"Our sustained success during these very difficult
economic times speaks volumes about the strength of our
brand, our new model initiatives and the quality of our
dealers" commented Pieter de Waal, Vice President, BMW
Motorrad USA.
BMW motorcycle sales were boosted by consumer
interest in several new adventure/sport-oriented models,
including the upgraded
BMW R 1200 GS and
R 1200 GS Adventure and the
all-new
BMW F 650 GS and
F 800 GS
Enduro motorcycles;
the
G 450 X
Sport Enduro; and the
HP2 Sport.
"The popularity of these new models demonstrates that
more motorcyclists are embracing an adventure-sport
lifestyle and seeking a modern combination of on- and
off-road capabilities to explore roads less traveled,"
added Mr. de Waal.
This year, BMW Motorrad USA will introduce several
new models to the U.S. market: the
2009 BMW K 1300 S --
the most powerful street-legal bike offered by BMW, the
2009 K 1300 GT, and BMW's all-new 2009 World Superbike
contender, the
S 1000 RR.
In tough market conditions, BMW Motorrad has
been able to follow up on its record sales of the
previous year. In 2008, 101,685 (previous year: 102,467
units) BMW motorcycles were delivered to customers – a
slight drop of 0.8%.
Clear growth signals were shown
especially in the second half of the year. In December,
sales were even 9.3% above the level of the previous
year at 7,457 units (previous year: 6,821 units).
Despite a decline in motorcycle markets in general, BMW
Motorrad saw clear increases in sales in the European
markets of Italy, France, Great Britain/Ireland,
Switzerland, Austria, Greece and Poland as well as Latin
America and South Africa amongst others.
As a result of
the ongoing product offensive, the blue-and-white brand
was able to assert itself impressively in the other
export markets and in some cases significantly increase
market shares.
In Germany, the biggest single market for BMW
Motorrad, a total of 18,112 BMW motorcycles were newly
registered (previous year: 22,065 units), a decline of
17.9%. Nonetheless BMW Motorrad was able to maintain
market leadership in the overall market, which once
again declined (minus 8.8 %), as well as in the segment
of motorcycles over 500 cc.
The BMW share of the total
market as of December was 17.3% (previous year: 19.2%),
in the segment over 500 cc the market share was 18.1%
(previous year: 20.4%).
As in the previous year, the second biggest market
for BMW Motorrad was Italy. 15,342 BMW motorcycles
(previous year: 14,533 units) were newly registered, an
increase of 5.6%.
In the Italian market as a whole, in
which there was a general decline (total market: minus
8.6%), BMW not only recorded an increase in
registrations but was also able to expand its market
share to 11.2 % (previous year: 9.7%).
In the USA, BMW Motorrad’s third largest market,
the total market declined by 4.6 %. Nonetheless 0.6%
more BMW motorcycles were registered by customers than
in the previous year, with total sales of 11,839 units
(previous year: 11,768 units); at the same time the BMW
Motorrad market share increased from 1.7% to 1.8%.
Registrations and market share developments in other
markets:
| |
2008 BMW
Registrations |
2007 BMW
Registrations |
Total Market Conditions* |
BMW Market Share |
| |
2008 |
2007 |
|
Spain |
10,384 |
10,152 |
- 20.4% |
9.0%
|
7.3% |
|
France |
7,590 |
8,019 |
- 3.0 % |
7.7%
|
7.1% |
|
UK |
5,100 |
5,850 |
- 5.8% |
8.3%
|
6.8% |
|
S Africa |
2,762 |
3,313 |
- 8.1% |
12.8%
|
9.8% |
|
*Percentage change in the
total motorcycle market for all makes. |
The most successful model overall in 2008 was once
again the BMW R 1200 GS (22,845 units)
followed by its sibling model, the R 1200 GS Adventure
(12,460 units).
As compared to the previous year, 2,298
more units of the R 1200 GS were delivered to customers,
while sales of the Adventure were 2,930 units above the
previous year.
It was followed in third place by the touring bike R
1200 RT with 11,001 motorcycles delivered.
The F Enduro models, not available until March 2008
(autumn 2008: market launch of the F 800 GS overseas),
also became sales hits. The F 800 GS achieved sales of
10,261 units, while the F 650 GS achieved 9,644 units
and came fifth in the popularity ranking of BMW
motorcycles.
Husqvarna Motorcycles Growth Approx. 33%
Husqvarna Motorcycles, the second motorcycle brand of
the BMW Group, grew significantly in 2008. The oldest
motorcycle brand in the world still in active production
delivered 13,511 motorcycles in its first year after
being taken over by the BMW Group, a plus of 31% as
compared to the previous year. Growth stimuli here came
mainly from overseas markets.
BMW Motorrad Prospects for 2009
The model range of BMW Motorrad is broader than ever
in 2009. In the world's of experience Enduro, Tour,
Urban, Sport and HP there are fascinating motorcycles to
meet virtually every taste. The program is complemented
with an extensive range of accessories and rider
equipment.
As of February, the model revision of the BMW K
series will be available to customers – the K 1300 S and
K 1300 GT.
The 2009 season will also see BMW Motorrad’s entry
into the segment of super sports bikes. The BMW S 1000
RR will enter the Superbike World Championship, the most
important racing series for motorcycles close to serial
production. The market launch of the standard model will
take place later on in the year.
The second racing highlight of the year is BMW’s
involvement in the sports enduro area. The BMW Motorrad
Motorsport Off-Road Team will enter the World Enduro
Championship with the G 450 X, as well as taking part in
national and international cross country championships.
Source: BMW press release.
