► Motorcycle News 2010
2009 BMW Motorcycle Sales
Photos and text courtesy BMW Motorrad.
Edited by webBikeWorld.com
BMW Motorcycle Sales
for 2009 and Prospects for 2010
February 5, 2010 - BMW Motorrad can look back on a
successful year in 2009 in spite of a very difficult
market environment marked by the global financial and
87,306 BMW motorcycles were delivered to customers in
2009, compared to 101,685 in 2008, a "moderate"
decrease of 14.1%, according to the company.
BMW stated that they have "not only reached the
target it set itself, but also achieved the
second-lowest decline in sales amongst the competition"
which is about as good as news gets in this continued
worldwide economic slump.
While the world market for motorcycles above 500 cc
was still approximately 1.5 million vehicles in 2007, it
shrank to about 900,000 units in 2009. This
corresponds to a market drop of around 40% in two years.
In the crisis year of 2009 alone the world market
declined by more than 30%.
Despite these downward tendencies in the motorcycle
markets, BMW Motorrad was able to grow in the European
markets Great Britain and Eastern Europe, in the Asian
markets of Korea, Thailand, Malaysia, as well as in the
Middle East and Brazil.
Due to its continued powerful product offensive, the
white and blue brand performed outstandingly on other
export markets, often expanding its market share
considerably. In the seven important motorcycle
markets of Great Britain, Italy, France, Spain, the USA,
Japan and Germany, BMW Motorrad increased its market
This was achieved even though market sales dropped by
32% in the segment above 500 cc. Compared to the
competition, which lost between 20% and almost 50% of
its sales, BMW Motorrad sales dropped by 16%.
In Germany, which is still the biggest market for BMW
Motorrad, 15,833 motorcycles were sold in 2009, compared
to 18,112 in 2008, representing a drop of 12.6%.
In spite of this environment BMW Motorrad was able to
defend its market leadership in the once again shrinking
overall market (-14.5%) as well as in the segment above
500 cc. The BMW share in the overall market was
17.7% in December (previous year: 17.3%). In the
segment above 500 cc the market share was 19.0%
(previous year: 18.1%).
Italy continues to be the second largest for BMW
Motorrad. Here a total of 13,207 BMW motorcycles
were registered (previous year: 15,342), a decline of
13.9% (market as a whole: minus 20.0 %). The
market share of BMW Motorrad in the segment over 500 cc
increased to14.3 % (previous year: 13.0 %).
In the USA, BMW Motorrad’s third largest market,
the market as a whole decreased by 41.6 %. Here
9,168 (previous year: 11,831) BMW motorcycles were
registered, a drop of 22.5 % as compared to the previous
year. However, it was possible to increase the
market share over 500 cc by 2.0% to 2.6%.
In 2009 once again, the most successful model overall
was the large travel enduro BMW R 1200 GS (15,864 units)
along with its sibling model, the R 1200 GS Adventure
Outstanding sales figures were also achieved by the F
800 GS (10,974 units) and the F 800 R (5,828 units),
where the conquest rate was especially pleasing.
BMW G 450 X
BMW Motorrad in
2010: A Look Ahead
According to BMW, the prospects for 2010 look
promising because the company was able to extend its
market share across the board and take on market
leadership in several instances, thereby creating an
excellent basis for future growth.
With the new S 1000 RR, BMW Motorrad has a
supersports volume model in its program for a full
season for the first time, with some 2,300 orders
already having been placed by the time of the market
launch on December 6th 2009.
From February 6th 2010 BMW customers will benefit
from the model revision of the new BMW 1200 GS and
Adventure and BMW R 1200 RT which are to be launched
with the new DOHC flat twin engines.
In addition to this, the BMW Motorrad model program
is in excellent shape generally for 2010. In the worlds
of experience Enduro, Tour, Urban, Sport and HP there
are "fascinating motorcycles to suit virtually every
taste". The model range is supplemented by an
extensive program of accessories and innovative BMW
Motorrad rider equipment.
Husqvarna Motorcycles also put in a good sales
performance, according to BMW. Husqvarna
Motorcycles, the second motorcycle brand of the BMW
Group, achieved worldwide sales figures of 13,052 units
in 2009, compared to 13,511 in 2008, an excellent result
with a decline of just 3%. And in the seven major
motorcycle markets the drop in sales was only 2%.
Sales in Australia, Germany and France developed very
positively, with the previous year’s figures being far
exceeded in each case. Husqvarna Motorcycles even
increased its performance in the heavily declining US
market (- 41.6%).
Now that the new model TE 250 has been so well
received by the market, a model offensive is planned for
2010: in spite of a difficult market environment, this
provides hope of a positive sales development.
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