BMW NA sales drop 19 percent
Worldwide record sales in 2016 for Motorrad
BMW Motorrad once again sold more motorcycles and maxi scooters in 2016 than ever before. Supplies increased by 5.9 percent as compared to the previous year. As of December 2016, a total of 145,032 vehicles were supplied to customers, compared to 136,963 units in 2015.
“2016 was once again a highly successful year for BMW Motorrad,” said Stephan Schaller, president of BMW Motorrad. “For the sixth time in succession we have been able to set a new sales record. I would like to offer my sincere thanks to all our customers worldwide for the enormous trust they have placed in us. Over the last six years, BMW Motorrad has increased its deliveries to customers by around 50 percent (98,047 units in 2010 vs. 145,032 units in 2016). We are well on the way to achieving our planned sales target of 200,000 vehicles in 2020.”
The most marked growth in sales in 2016 was seen in all European markets. There was an increase in deliveries to customers in France (13,350 units, up 6.4 percent), Italy (12,300 units, up 10.3 percent), Spain (9,520 units, up 19.4 percent) and the U.K. (8,782 units, up 7.1 percent). All in all, some 7.5 percent more vehicles were supplied to customers in Europe, including Germany, as compared to the previous year.
The Chinese market in particular is continuing to show considerable growth potential for BMW Motorrad with a dynamic increase in sales. As compared to the previous year, deliveries increased by 52.7 percent to 4,580 units. Sales in Thailand (1,819 units, up 42.1 percent) and Japan (up 6.7 percent) were also well above the previous year.
As before, Germany remains the biggest single market for BMW Motorrad. With 24,894 units sold, BMW Motorrad achieved growth of 4.5 percent and led the market as a whole. BMW Motorrad is also ahead of the field in the relevant BMW segment over 500cc capacity in Spain, Austria, Belgium, the Netherlands, Russia and South Africa. In the U.S. and Canada, BMW Motorrad achieved its second-best sales result to date with 13,730 units. That’s down from 16,330 units sold in North America in 2015, or a 19 percent decrease.
The top-selling BMW Motorrad series is traditionally the R series. Equipped with the hallmark BMW boxer engines, the share of sales achieved by these motorcycles in 2016 was 77,787 units, or 53.6 percent.
The sporty BMW S models — the supersports bike S 1000 RR, the power roadster S 1000 R and the adventure bike S 1000 XR — have developed into an additional pillar of strength within the BMW motorcycle range. A total of 23,686 S models were supplied worldwide. The share of these models in the total sales volume was 16.3 percent. The supersports motorcycle S 1000 RR (9,016 units, down 5.8 percent) and the adventure bike S 1000 XR (8,835 units, up 74.6 percent) are currently fourth and fifth in the BMW Motorrad ranking.
In 2017, BMW Motorrad continues its model offensive with the widest range of motorcycles in the company’s history.
“We intend to remain the benchmark in the segment of premium motorcycles,” Schaller said. “To this end we will continue to consistently pursue our model offensive in the BMW Motorrad segments of 310 to 1600cc capacity. For the 2017 season we will be offering our customers 14 new or revised models.”
The new G 310 GS is due to be launched in the second half of the year. Like the G 310 R does in the segment of BMW roadsters, the second model of the BMW G series transfers the hallmark features of the GS family into the new BMW segment below 500cc.
The new K 1600 B is targeted specifically to the U.S. market. With the launch of the bagger, BMW Motorrad is extending the luxury segment with the in-line 6-cylinder engine to include a highly emotional and exclusive motorcycle.
“In the years to come, the USA will be the second most important market for BMW Motorrad after Germany,” Schaller said. “We see great potential here. In the next few years we aim to tangibly increase our market share in the USA. In fact we’re already laying the foundation for long-term growth by introducing new products tailored specifically to market needs such as the new bagger and the classic R nineT family in the ‘Heritage’ segment, and we’re also extending our sales and distribution structure, too.”
As part of the planned expansion, BMW Motorrad is enlarging its worldwide dealer network. Especially on the American continent and in Asia in particular there are plans to expand to a total of 1,500 sites.
“With our exceptional model offensive we have laid the cornerstone for a successful motorcycle season in 2017,” Schaller said.
The sky is not falling, just adjusting to reality after several years of automotive style ‘book cooking’ by the previous regime. He is not there anymore. I hear many brands and markets suffer from this, I look forward to moving forwards closer to the truth.