BMW Motorrad released yet another glowing sales report, as the German brand continues to build steam and market share in an otherwise luke warm and uncertain marketplace. Boasting a 1.8% worldwide sales increase in February and a 5.6% year-to-date (YTD) sales increase, BMW Motorrad has sold 12,078 motorcycles worldwide thus far in 2012. While the gains are modest at best, the news that BMW has found a way to grow despite the economy is something we have talked about ad nauseam. As such, I almost skipped this press release all together for our coverage, but then I saw a quote from Hendrik von Kuenheim, BMW Motorrad’s General Director.
After serving 18 years in the ranks of the BMW Group, Pieter de Waal will be stepping down as head of BMW Motorrad USA in March and formally retiring from BMW. Replacing de Waal will be Hans Blesse, who will leave his position as VP of Sales and Marketing at BMW Motorrad Germany, and take on the role of Vice President of BMW Motorrad USA. With 25 years of experience working for the BMW Group worldwide, Blesse has served in the company’s Canadian, Spanish, and German offices with roles in sales, marketing, and after-sales.
We already told you that 2011 was BMW Motorrad’s best sales year ever, and that the BMW S1000RR topped the Bavarian brand’s charts here in the United States. Zie Germans must be feeling rather pleases with themselves right now (and rightfully so), as BMW has released more details about its all-time motorcycle sales record. Pushing out 104,286 units in 2011, BMW Motorrad was up 6.4% in 2011 over 2010, with each of the 2011′s twelve months outselling its 2010 counterpart. Toppling its previous sales record from 2007 (the height of the world economy), it says something about BMW’s current business strategy that it can best that figure in an economy that is still exceedingly weak in comparison.
It is interesting to note in which markets, and in which segments, BMW is finding this growth, because the answers are not necessarily our usual suspects. Basically doubling its worldwide 500+cc market share over the past four years, BMW now accounts for 12% of the worlds “big” displacement motorcycles by units sold per annum. This goes counter to the trend that we’ve seen, where small-displacement are being cast as the sales leaders for large brands (namely the Japanese Four).
BMW Motorrad crushed it last year by posting its best sales year ever, and finishing in sales 6.4% over 2010. With the United States being one of BMW’s largest motorcycle markets, it comes as no surprise then that the German brand posted strong sales here in the US. Up 7.4% over last year, BMW Motorrad USA continues to weather the rough economy for the Bavarians, which is perhaps unsurprising considering how zie Germans have faired the past few years.
What is surprising though is which model topped BMW’s sales sheets, and in case you are blind and didn’t see this story’s headline, it was not the venerable GS. Taking the superbike fight straight to the Japan’s backyard, the BMW S1000RR again dominated sport bike sales again in 2011, and was BMW’s top-selling model across its whole motorcycle line-up (I’d love to see the profits per model on this though). Proof that when German engineering is coupled with Japanese pricing a consumer hit is born, the S1000RR should continue to be a potent bike in 2012, as BMW Motorrad has given the liter bike a mild update for its third year of production.
The BMW Group has released its 2011 sales numbers, and the results for BMW Motorrad are very impressive indeed. Posting its best yearly sales figures ever in the brand’s nearly 90-year history, BMW Motorrad surpassed its previous high-water mark, set in 2007, of 102,467 units by selling 104,286 units in 2011 (Q1, Q2, & Q3).
Accordingly, sales for 2011 were up 6.4% over 2010, which saw the brand sell 98,047 units last year. Helping spur that sales growth was BMW Motorrad’s strong performance in December 2011, as the German motorcycle manufacturer delivered 4,232 units worldwide in the last month of the year alone, a 12.4% increase over sales in December 2010.
BMW Motorrad’s November sales numbers are in, and they show that the German company is still chugging away at a very strong sales year in 2011. Already surpassing the company’s figures from 2010 by 6.1% (which was no slouch of a year for BMW, we might add), BMW has 100,054 units already under its belt for this year. Moving 6,112 units in November, BMW’s sales are up 3.9% over those from November 2010, which continues the German brand’s strong growth in 2011.
BMW Motorrad, along with most of the European motorcycle brands, have enjoyed relatively positive figures throughout 2011 and in the previous recession. One of the more glaring exceptions to that statement however is Husqvarna. Selling 1,181 units last month, Husqvarna is down 28.4% when compared to November 2010. And for the year as a whole, Husky is down 22.5% compared to 2010, selling only 7,956 units YTD.








