While the US motorcycle market posted a 36% decline last month compared to a year ago, BMW was busy posting up some impressive numbers. The German company is reporting its February 2010 sales numbers are up 52% compared to February 2009. The main reason for the surge: the 2010 BMW S1000RR superbike, which would make BMW’s gamble of competing head-to-head with the Japanese Four a venerable victory. More after the jump.
BMW dealerships are reporting over 600 deposits on the first true superbike from Bavaria, which when coupled with strong sales from the R1200GS and R1200RT variants, has put BMW over the top on its monthly earnings. For BMW at least, the secret to success in the recession is bold moves when the competition takes the conservative route.
BMW was one of only two companies to post positive growth in 2008 (the other being Ducati), and is showing only a 22% loss in an industry that’s averaged 41% contraction for 2009.
Mac McMath, BMW Motorrad USA Sales Manager, attributes these figures to “superior products in all segments of the market, a dedicated and expanded dealer network, and attractive financing programs from BMW Financial Services will help keep the positive momentum going in 2010.” We’d call it good business, as there is a key dissimilarity between the brands that are weathering this storm, and the ones are who are folding under the economic pressure.