BMW Makes It Six Record Sales Years in a Row

01/16/2017 @ 2:10 pm, by Jensen Beeler11 COMMENTS


2016 was another record sales year for BMW Motorrad, the sixth in a row for the German motorcycle maker. BMW Motorrad sold 145,032 units to customers in 2016, a 5.9% gain over 2015’s sales figure.

Because of this result, BMW says it is well on its way to its goal of selling 200,000 units in the 2020 model year. As lofty (and arbitrary) as that goal is, what is more impressive is the fact that BMW Motorrad has been able to increase its sales volume by nearly 50% since 2010 (98,047 units).

While BMW Motorrad has seen good growth abroad, its strongest markets continue to be in Europe: France (13,350 units / +6.4 %), Italy (12,300 units / +10.3 %), Spain (9,520 units / 19.4 %), UK (8,782 units / +7.1 %), and Germany (24,894 units / +4.5%).

Germany remains BMW Motorrad’s largest market, helping the overall European market grow by 7.5% for BMW in 2016. Asia was also a strong market for BMW Motorrad, seen by the following sales figures: China (4,580 units / +52.7 %), Thailand (1,819 units / +42.1 %), and Japan (+ 6.7 %).

Like what we saw with Ducati, BMW Motorrad did not fare as well in the United States however.

BMW Motorrad reports it sold 13,730 units in the USA. BMW claims this is the second-best result in the market, but previous reports from the German brand show it selling 16,330 units in 2015 and 14,945 units in 2014. As such, BMW Motorrad sales in the USA dropped by a massive 16% in 2016.

In terms of units, the BMW R1200GS line continues to be the German brands best seller.

The R-series was the lion’s share of sales for BMW, with 77,787 units sold, accounting for 53.6% of BMW’s sales: R1200GS (25,336 units / + 7.0 %), R1200GS Adventure (21,391 units / + 18.8 %), and R1200RT (9,648 units / -11.9 %).

BMW also gives credit to its S-series machines, which are becoming strong sellers in their own right for the German brand, with the S1000RR and S1000XR becoming BMW’s fourth and fifth best-sellers in its lineup, respectively.

With 23,686 bikes sold worldwide, the S-series accounts for 16.3% of BMW’s sales: S1000RR (9,016 units / – 5.8 %), S1000R (5,835 / -10%), and S1000XR (8,835 units / + 74.6 %).

These figures are most interesting, since its shows a decline in sport bike sales for BMW with the R and RR, along with the XR skewing results with a gain, which comes really by 2016 being its first full-year on the market.

To help continue its sales growth, BMW Motorrad plans to push further into the American and Asian continents, establishing 1,500 dealerships worldwide.

Source: BMW Motorrad

  • paulus

    Those volume numbers will get quickly pumped up with the launch of the G310 range across Asia and the rest of the world… Considering the market size of the USA, especially compared to the UK or Italy, the US numbers look really quite small.

  • pidgin

    Why would anyone buy 310 when for a grand more you can have sv650/mt-07/Z650?

  • Agreed. BMW Motorrad USA is clearly leaving money on the table, when you look at what the brand is capable of in the European countries.

  • More like $2,250 more for the SV650 and $2,450 more for the FZ-07. That’s a 50% gain, in a demographic where every dollar counts.

  • 1.
    it is a “BMW”

    you can get heated grips, from factory.

    (some people have a nice BMW dealer and don’t want to change (just for a switch to a smaller bike))

  • “nice for them”, BUT … i don’t like some things they are doing in the last couple of years:

    their lackluster (development) and, in the end, cancellation of their K1300 range
    never did much with their “Concept 6”
    motivation/budget lack in their racing department … if it can be called that ;o|

    and that is coming from a relative “fan” / good customer … since 2008:

  • Alam R

    Yet they are smashing the sales records globally. Perhaps their brand and product is selling itself?
    Do they even make a bad motorcycle?

  • paulus

    No… but they don’t make many pretty ones either ;-)

  • BDan75

    I’m a little surprised to hear that the GS models continue to lead the pack. This is hardly scientific, but at least in my area it seems like the big ADV trend is sorta dying out.

    (I’m not running them down; I rode the heck out of my ’11 GS, and it was a great bike–just moved on because I like trying different stuff.)

  • Alam R

    lol.. your probably not wrong there. However some of the bikes have a handsomeness to them.
    Also they stopped beating the S1000RR with the ugly so hard. Still left it squinty and with a box section rear subframe.
    I can’t quite believe how many GS’s they sell!

  • Maybe the 2014 number still included some Husky sales, so they sold more bikes but less BMWs